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Choosing an Advertising Research Strategy for Intuit Inc.
內容大綱
Intuit, was the market leader in tax-filing software. Its software program, TurboTax, assisted 29 million users versus just seven million each for the tax software programs of rival firms H&R Block and TaxAct. But Intuit’s total revenues had fallen in 2015, and in order to help the tech company boost its 2016 sales, it would need to decide on an effective advertising-testing technique. Should it look the relatively new phenomenon of applying neuroscience to marketing research—neuromarketing?
學習目標
This case has been designed for use at both the undergraduate and the graduate level, and is suitable for courses on neuromarketing, consumer testing, and advertising research. After completion of the case, students will be able to<ul><li>understand the differences between neuromarketing and A/B testing;<br></li><li>assess the suitability of any one technique for a particular product;</li><li>outline the benefits advertising research can have on “advertising creative;” and</li><li>discuss the limitations of advertising research.</li><ul>