1. #3 The Tabular Format for Presentation Ted Mitchell

2. 3) The machine’s equation in the first column Input Factor: Advertising Expense, A = W/r Conversion Factor: rate of converting Advertising into Awareness, r=W/A Output: Customer Awareness level, W = r x A Used for comparing performance, calculating averages, differences, forecasting

3. First Calibrated performance First Performance Input Factor: Advertising Expense, A A1 = $1,500 Conversion Factor: rate of converting Advertising into Awareness, r=W/A r1 = 600/$1,500 = 0.4 pts per dollar Output: Customer Awareness level, W = r x A W1 = Gained 600 points of awareness Used for comparing performance, calculating averages, differences, forecasting

4. Each Column is a performance report First performanceSecond performance Input Factor: Advertising Expense, A = W/r A1 = $1,500A2 = $500 Conversion Factor: rate of converting Advertising into Awareness, r=W/A r1 = 600/$1,500 = 0.4 pts per dollar r2 = 300/$500 = 0.6 pts per dollar Output: Customer Awareness level, W = r x A W1 = Gained W1 = 600 points W2 = Gained W2 = 300 points Used for comparing performance, calculating averages, differences, forecasting

5. Each Column is a performance report First performanceSecond performance Input Factor: Advertising Expense, A = W/r A1 = $1,500A2 = $500 Conversion Factor: rate of converting Advertising into Awareness, r=W/A r1 = 600/$1,500 = 0.4 pts per dollar r2 = 300/$500 = 0.6 pts per dollar Output: Customer Awareness level, W = r x A W1 = Gained W1 = 600 points W2 = Gained W2 = 300 points Used for comparing the differences of two performances, calculating an average performance, forecasting a performance, looking for trends in a series of performances

6. The Advantages of the Tabulation presentation is 1) More than one performance can be presented at a time 2) Several performances can be averaged together 3) Differences between two performances can be calculated and presented Lends its self to spreadsheet formats

7. First Format students use When playing a business stimulation that allows for ‘Groundhog Day’ replays You keep everything the same from one replay to the next Except the Single Marketing Input that is being changed in a systematic way to explore the Marketing outputs the change in decision is having an effect upon

8. Each Column is a Groundhog Day Report First performanceSecond performanceThird Performance Input Factor: Advertising Expense, A = W/r A1 = $1,500A2 = $1,000A3 = $500 Conversion Factor: rate of converting Advertising into Awareness, r=W/A Unfortunately most student’s don’t calibrate the entire performance Output: Customer Awareness level, W = r x A W1 = Gained W1 = 600 points W2 = Gained W2 = 450 points W3 = Gained W3 = 300 points

9. Each Column can be a fully calibrated Groundhog Day Report: Use a Spreadsheet First performanceSecond performanceThird Performance Input Factor: Advertising Expense, A = W/r A1 = $1,500A2 = $1,000A3 = $500 Conversion Factor: rate of converting Advertising into Awareness, r=W/A r1 = 600/$1,500 = 0.4 pts per dollar r2 = 450/$1,000 = 0.45 pts per dollar r3 = 300/$500 = 0.6 pts per dollar Output: Customer Awareness level, W = r x A W1 = Gained W1 = 600 points W2 = Gained W2 = 450 points W3 = Gained W3 = 300 points

10. Change One Input at a time First performanceSecond performanceThird Performance Input Factor: Number of Servers, S S1 = 18S2 = 20S3 = 22 Conversion Factor: rate of converting Advertising into Awareness, r=Q/S Output: Q = Cups sold in the week Q1 = 2,000Q2 = 2,200Q3 = 2,300

11. Can Monitor Several Different Outputs First performanceSecond performanceThird Performance Input Factor: Number of Servers, S S1 = 18S2 = 20S3 = 22 Conversion Factor: rate of converting Advertising into Awareness, r=Q/S Output: Q = Cups sold in the week Q1 = 2,000Q2 = 2,200Q3 = 2,300 Output: R = Sales Revenue in the week Output: Z = Marketing Profit Output: SAT Customer Satisfaction

12. Any Questions on Using the the Tabular format for presenting Two-Factor Marketing performances? The advantages of the format?