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商品編號： 9-516-028 出版日期： 2015/08/25 作者姓名： Teixeira, Thales S.;Watkins, Elizabeth Anne 商品類別： Marketing 商品規格： 14p 再版日期： 2018/10/22 地域： United States 產業： E-commerce;Home furnishings;Media & telecommunications;Online retail;Retail trade;Web services 個案年度： 2013 - 2014
商品敘述：
Wayfair, Inc. was made up of five home goods, furniture, and d cor e-commerce brands. Wayfair.com, the main brand, which was responsible for the majority of sales, targeted the mass middle home goods market. AllModern, DwellStudio, Joss & Main, and Birch Lane were niche sites focused on more specialized curated design esthetics. Determining the 2014 advertising budget for Wayfair.com is the big question in the case. Two ad budget decisions need to be made. The first decision is in regard to the amount of money to be allocated for advertising in 2014. The second decision concerns how to allocate this budget. How much should go to TV ads? How should the remainder be allocated within the digital media options?
涵蓋領域：
Advertising;Brand building;Communication;Internet;Internet marketing;Marketing;Marketing communications;Marketing strategy;Retail;Strategy;Supply chain management
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