AEM 4550: Economics of Advertising University of California, IrvineMGMT 190PAir France answers

AEM 4550: Economics of Advertising HW3 – Due at the beginning of the class Monday, March 8th You are encouraged to work in groups of 3-4 students. Write legibly, type when you can. Include a title page, listing the homework number and the names of all the members of the study group. PARTS I & II ANSWERS Objective: to analyze online advertising effectiveness. This question deals with the case “Air France Internet Marketing: Optimizing Google, Yahoo!, MSN, and Kayak Sponsored Search” by Mark Jeffery; Lisa Egli; Andy Gieraltowski; Jessica Lambert; Jason Miller; Liz Neely; Rakesh Sharma. You will need the data that is posted on the course website in the spreadsheet “HW3_spreadsheet”. When dealing with a large amount of data, such as the data on search keywords and transactions provided by Double Click, it is very beneficial to use Pivot Tables in Excel. If you have never used Pivot tables, here is a simple tutorial (it is easier than you think):