Performance should include
- defining return on investment (ROI)
- describing the advantages of doing a cost-benefit analysis
- following the steps of a cost-benefit analysis (e.g., assigning all elements a dollar value, identifying an end point or future moment to target the analysis, accounting for inflation, and evaluating savings).
Process/Skill Questions:
Thinking
- What effect does advertising have on sales?
- What is the value of identifying strengths and weaknesses of various channels of mass media?
Communication
- How are sales promotions advertised through mass media?
- Why is it important to follow up on sales promotion effectiveness?
Leadership
- How is cost-benefit analysis useful?
- How is social media currently used to offer sales promotions?
Management
- How often should management evaluate its advertising venues?
- How can management use information from a cost-benefit analysis?