Case Study: Marketing Orabrush
Resource: Internet Marketing Essentials, Ch. 11
Read the Orabrush Case Study in Internet Marketing Essentials, Ch. 11 (page 233).
Write a 1,050- to 1,400-word paper and answer the following questions:
- Why were both Jeff and the former BYU student unable to create a profitable AdWords campaign to sell the Orabrush?
- Once Jeff had optimized the orabrush.com site and the YouTube video messaging, what was Orabrush.com’s average value per visitor (to the YouTube video, not the homepage)?
- If you were Jeff and you decided to run Facebook ads for Orabrush, would you send them to orabrush.com or to the YouTube video?
- If online advertising and sales were profitable, why did Jeff still want traditional retail distribution for the Orabrush?
Format your paper consistent with APA guidelines.