Results: Optimization of the Marketing Mix
| Marketing Instrument | Year 2 | Proposed | % Change Year 2 vs. Year 1 |
|---|---|---|---|
| Television | 0.79 | 0.74 | −6.33% |
| Digital videos | 0.03 | 0.06 | +100.00% |
| Flash | 0.06 | 0.04 | −33.33% |
| Rich media | 0.03 | 0.03 | −5.52% |
| Custom | 0.01 | 0.02 | +112.5% |
| CeCareus digital search | 0.01 | 0.02 | +100.00% |
| CeCareus coupons | 0.06 | 0.08 | +33.33% |
| CeCareus print | 0.00 | 0.00 | +00.00% |
| CeCareus radio | 0.01 | 0.00 | −100.00% |
| Rest | 0.01 | 0.01 | |
| Total | 1.00 | 1.00 | |
| Net impact on ROI ($) | 0.89 | 1.02 |
Note: ROI = return on investment.