Blue Mountain Coffee Adbudg Me For Excel Case Version 1.0.5

Transcript

Blue Mountain Coffee ADBUDG Case. Question 1. State precisely what you think the objectives of Blue Mountain’s 1994 advertising plan should have been. Were these Van Tassle’s objectives? Lucinda Pogue’s? I. Figure’s? Question 2. Evaluate the results obtained from the 1994 (FY) advertising funds. What do you think the results would have been if the 20 percent increase had been continued for the entire year? Question 3. What should Van Tassle propose as an advertising budget for 1995? How should he justify this budget to top management? Question 4. How should Van Tassle deal with the issues of seasonality and copy quality? Question 5. Comment on the uses and limitations of the ADBUDG model as a decision aid for this case and, more generally, as an advertising budgeting decision aid.