YO19_Excel_BU02_PS1_Advertise
expmen
Student_Excel_BU02_PS1_Advertise.xlsxGuestData
| 2022 Fiscal Year Guest Survey - Advertisement Results | ||||||||||||
| Survey Duration | Months | Year(s) | ||||||||||
| 2021 Fiscal Start Date: | 7/1/21 | 2022 Fiscal Start Date: | 7/1/22 | |||||||||
| How did you hear about the Resort? (# Guest Results = # of times a Guest Responded with this answer) | Resort Seasonality | |||||||||||
| M/Year | Month | Season | Magazine | Radio | Television | Internet | Word Of Mouth | Other | Total Surveyed | Month | Season | |
| 2020 JUL | JUL | 925 | 41 | 1,887 | 1,239 | 422 | 395 | 4,909 | Jan | Low | ||
| 2020 AUG | AUG | 660 | 16 | 965 | 406 | 317 | 26 | 2,390 | Feb | Low | ||
| 2020 SEP | SEP | 694 | 46 | 928 | 681 | 323 | 46 | 2,718 | Mar | Mid | ||
| 2020 OCT | OCT | 304 | 28 | 646 | 568 | 339 | 79 | 1,964 | Apr | Mid | ||
| 2020 NOV | NOV | 892 | 46 | 374 | 307 | 266 | 149 | 2,034 | May | Mid | ||
| 2020 DEC | DEC | 1,551 | 36 | 247 | 283 | 313 | 138 | 2,568 | Jun | High | ||
| 2021 JAN | JAN | 722 | 20 | 837 | 63 | 12 | 12 | 1,666 | Jul | High | ||
| 2021 FEB | FEB | 375 | 84 | 819 | 36 | 231 | 79 | 1,624 | Aug | Mid | ||
| 2021 MAR | MAR | 1,387 | 113 | 269 | 539 | 315 | 84 | 2,707 | Sep | Low | ||
| 2021 APR | APR | 331 | 50 | 675 | 71 | 149 | 240 | 1,516 | Oct | Low | ||
| 2021 MAY | MAY | 1,476 | 119 | 196 | 609 | 25 | 21 | 2,446 | Nov | Low | ||
| 2021 JUN | JUN | 1,893 | 14 | 131 | 22 | 358 | 283 | 2,701 | Dec | High | ||
| Total | 11,210 | 613 | 7,974 | 4,824 | 3,070 | 1,552 | 29,243 | |||||
| Average | ||||||||||||
| Season Count | Total Surveyed by Season | |||||||||||
| Low | Low | |||||||||||
| Mid | Mid | |||||||||||
| High | High |
AdvertisingPlan
| New Budget Analysis | ||||||||||||||
| Today's Date | ||||||||||||||
| Past Year, Monthly Advertising | New Monthly Advertising Negotiation for Next Fiscal Year | |||||||||||||
| Type | Cost Per Ad | Ads Placed | Past Guest Results | Amount Spent | Cost per Guest Result | New Budget | New Cost Per Ad | Ads To Place | Amount to Spend | Consider a Change? | Anticipated Guest Results | |||
| Magazine | $ 1,200 | 3 | $ 4,000 | $ 1,300 | Type | Notes | ||||||||
| Radio | $ 300 | 1 | $ 300 | $ 325 | Magazine | Lowest Cost per Guest Result, yet same number Ads placed. | ||||||||
| Television | $ 5,000 | 1 | $ 12,000 | $ 5,500 | Radio | Budget no longer supports even one Ad. | ||||||||
| Internet | $ 1,100 | 2 | $ 2,200 | $ 1,200 | Television | Budget > than doubled, yet highest Cost per Guest Result. | ||||||||
| Totals | Internet | Budget not increased thus # Ads stayed the same. | ||||||||||||
| Budget +/- | Guest Results +/- |
MarketingConsultants
| Hiring Marketing Consultants Analysis | |||||||
| Retainer Amount | $ 125,000 | ||||||
| Term (Years) | 5 | ||||||
| Monthly Loan Payments | |||||||
| Down Payment | |||||||
| $ 10,000 | $ 15,000 | $ 20,000 | $ 25,000 | $ 30,000 | |||
| Annual Rate | 2.0% | ||||||
| 2.5% | |||||||
| 3.0% | |||||||
| 3.5% |
