Working with the hypotheses gave the opportunity to process new opportunities and instruments for optimization and improving of yearly plan’s envisaged result from month to month.

 

Google Adwords data, 05.06.2016

Google Analytics data, 05.06.2016

Sales data of the Foxtrot online store (May, 2016).

 

B. Communication Touch Points. Check all touch points used for the case. Question 7a should explain which touch points were integral to reaching your audience and why.

This chart may be split across pages but cannot be deleted. Answers must match the online entry area.

You must provide detail in in your written case and show on the creative reel at least one example of each communication touch point you mark below which was integral to the effort’s success. For example, if you mark 30 boxes below and 10 were what drove the results and were what you detailed in the written case as integral to the effort, those 10 must be featured on the creative reel.

 

☐TV	☐Interactive/Online	☐Packaging
☐ Spots	☒ Display Ads	☐Product Design
☐ Branded Content	☐ Brand Website/Microsite	☐Trade Shows
☐ Sponsorship	☐ Mobile/Tablet Optimized Website	☐Sponsorship
☐ Product Placement	☐ Digital Video	☐Retail Experience
☐ Interactive TV/Video on Demand	☐ Video Skins/Bugs	☐ POP
☐Radio	☐ Podcasts	☐ In-Store Video
☐ Spots	☐ Gaming	☐ In-Store Merchandizing
☐ Merchandizing	☐ Contests	☐Retailtainment
☐ Program/Content	☐ Geo-based Ads	☐ Store within a Store
☐Print	☐ Other	☐Pharmacy
☐ Trade/Professional	☐Social Media	☐ Other
☐ Newspaper – Print	☐Mobile/Tablet	☐Sales Promotion
☐ Newspaper - Digital	☐App	☐Professional Engagement
☐ Magazine – Print	☐ In-App or In-Game Ad	☐ In-Office
☐ Magazine - Digital	☐ Messaging/Editorial/Content	☐ Congresses
☐ Custom Publication	☐ Display Ad	☐ Detail/E-Detail/Interactive Visual Aids (IVAs)
☐Direct	☐ Location-based Communications/ Real Time Marketing	☐ Closed Loop Marketing (CLM)
☐ Mail	☐ Other	☐ Continuing Engagement
☐ Email	☐Consumer Involvement/ User Generated	☐ Informational/Documentary Video
☒PR	☐ WOM	☐Point of Care (POC)
☐Guerrilla	☐ Consumer Generated	☐ Wallboards
☐ Street Teams	☐ Viral	☐ Video (HAN, Accent Health)
☐ Tagging	☐OOH	☐ Brochures
☐ Wraps	☐ Airport	☐Coverwraps
☐ Buzz Marketing	☐ Transit	☐ Electronic Check-In
☐ Ambient Media	☐ Billboard	☐ Other
☐ Sampling/Trial	☐ Place Based	☐Internal Marketing
☐Events	☐ Other	☐Other (describe – limit 100 characters
☐Cinema	☐Branded Content
☒Ecommerce	☒Search Engine Marketing (SEM/SEO)

 

 

C. Indicate the three most integral touch points from those selected in the chart in 7b.

	Header Touchpoint e.g. Interactive/Online.	Specific Touchpoint (if applicable) e.g. Podcasts. If no sub-header is available, leave blank.
Touch Point A:	Search Engine Marketing	Enter selection here.
Touch Point B:	Ecommerce	Enter selection here.
Touch Point C:	Interactive/Online	Display Ads

 

D. Select all other marketing components active during this time. Explain the effects below.

☐None	☐ Leveraging Distribution
☐ Couponing	☒ Other marketing for the brand, running at the same time this effort
☒ CRM/Loyalty Programs	☒ Pricing Changes
☐ Giveaways/Sampling	☐ Other _______________

 

На постоянной основе действует система лояльности, изменение цен на продукцию, иная рекламная активность, которая не имеет прямого влияния на показатели компании

 

E. Paid Media Expenditures

Select paid media expenditures (purchased and donated), not including agency fees or production costs, for the effort described in this entry. Given the ‘spirit’ of this question use your judgment on what constitutes fees, production and the broad span that covers media – from donated space to activation costs. Check one per time frame. Elaborate below to provide context.

 

☐ Under $50 thousand ☐$50 – 100 thousand ☒ $100 – 300 thousand ☐ $300 – 500 thousand ☐ $500 – 999 thousand

☐ $ 1 – 2 million ☐ $ 2 – 5 million ☐$ 5 – 10 million ☐ $ 10 – 20 million ☐ $ 20 million and over

 

Compared to other competitors in this category, ☐Less ☒ About the same ☐ More
this budget is:

 

Compared to prior year spend on the brand overall,

the budget this year is: ☐Less ☐ About the same ☒ More ☐ N/A

 

Was owned media or sponsorship a part of

your effort? ☒ Yes ☐ Now

 

F. Owned Media

Elaborate on owned media (company owned real-estate, either physical or digital, that acted as communication channels for case content. E.g. corporate website/social media platforms, packaging, branded store, fleet of buses, etc.).

 

www.foxtrot.com.ua

 

7g. Sponsorships - Detail any sponsorships you had or write “not applicable.”

 

Not applicable