OHIO Case Data

This spreadsheet was prepared by Assistant Professor Rajkumar Venkatesan.
Copyright © 2007 by the University of Virginia D

Charlottesville, VA. All rights reserved. For customer service inquiries, send an e-mail tosales@dardenbusinesspublishing.com. No part
reproduced, stored in a retrieval system, posted to the Internet, or transmitted in any form or by any means—electronic, mechanical, p
otherwise—without the permission of the Darden School Foundation.
Rev. Sept. 15, 2011

This spreadsheet supports STUDENT analysis of the case “Advertising Experiments at the Ohio Art Company”
(UVA-M-0752).
was prepared by Assistant Professor Rajkumar Venkatesan. Copyright © 2007 by the University of Virginia Darden School Foundation,
A. All rights reserved. For customer service inquiries, send an e-mail tosales@dardenbusinesspublishing.com. No part of this publication may be
in a retrieval system, posted to the Internet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or
the permission of the Darden School Foundation.
Betty Spaghetty Test LA / Phoenix
Spring 2007
Week 1
Arizona Stores BPM Group
086-02-0489 BETTY SPAGHETTY COLOR CRAZY Ohio Art Co. (THE) (1093702,3644434)
086-02-0516 BETTY SPAGHETTY GO GO GLAM Ohio Art Co. (THE) (1093702,3644434)
California Stores
Week 2
California Stores
Week 3
California Stores
Week 4
California Stores
spspw = sales per store per week

Average Price Metric Dept MSC 2007-06-17 2007-06-18
Sales Units 199 SM1 SMALL DOLLS ARIZONA TEST 0 1
Sales Units 199 SM2 SMALL DOLLS CONTROL 0 0
Metric Dept MSC 2007-06-24 2007-06-25

Metric Dept MSC 2007-07-01 2007-07-02

Metric Dept MSC 2007-07-08 2007-07-09


2007-06-19 2007-06-20 2007-06-21 2007-06-22 2007-06-23 Wk 1 Total SPSPW
3 1 1 2 20 30 1.3
5 7 15 8 21 56 2.4
0 0 0 0 1 1 0.0
1 3 2 4 1 12 0.5
2007-06-26 2007-06-27 2007-06-28 2007-06-29 2007-06-30 Wk 2 Total SPSPW

0 5 2 8 5 28 1.2
5 7 9 13 10 59 2.6
0 0 2 2 1 5 0.2
0 2 1 6 3 18 0.8
2007-07-03 2007-07-04 2007-07-05 2007-07-06 2007-07-07 Wk 3 Total SPSPW

8 3 6 12 8 51 2.2
3 4 4 7 14 51 2.2
1 0 0 2 0 7 0.3
4 2 5 9 9 36 1.5
Grand
2007-07-10 2007-07-11 2007-07-12 2007-07-13 2007-07-14 Wk 4 Total SPSPW Ttl
13 6 6 6 8 54 2.3 163
11 1 2 9 7 40 1.7 206
3 3 1 3 3 17 0.7 30
11 7 1 5 8 46 1.9 112
SPSPW
1.8
2.2
0.3
1.2
Store No. Name City State Zip code Market Name Open Date
251 Mesa Central Mesa AZ 85204 Phoenix-Mesa-Scottsdale 10/8/1986
252 Chandler Chandler AZ 85225 Phoenix-Mesa-Scottsdale 10/8/1986
319 Tempe Tempe AZ 85283 Phoenix-Mesa-Scottsdale 9/9/1987
363 Scottsdale Scottsdale AZ 85250 Phoenix-Mesa-Scottsdale 2/15/1989
639 Mesa East Mesa AZ 85206 Phoenix-Mesa-Scottsdale 10/6/1993
825 Peoria North Peoria AZ 85382 Phoenix-Mesa-Scottsdale 10/7/1992
851 Westridge Phoenix AZ 85035 Phoenix-Mesa-Scottsdale 7/21/1993
909 Ahwatukee Phoenix AZ 85044 Phoenix-Mesa-Scottsdale 7/20/1994
950 Arcadia Crossing Phoenix AZ 85018 Phoenix-Mesa-Scottsdale 3/8/1995
1141 Phoenix North Central Phoenix AZ 85027 Phoenix-Mesa-Scottsdale 7/22/1998
1209 Gilbert Gilbert AZ 85296 Phoenix-Mesa-Scottsdale 10/6/1999
1240 Ocotillo Chandler AZ 85248 Phoenix-Mesa-Scottsdale 7/19/2000
1242 Goodyear Goodyear AZ 85338 Phoenix-Mesa-Scottsdale 10/6/1999
1327 Far North Scottsdale Scottsdale AZ 85262 Phoenix-Mesa-Scottsdale 7/25/2001
1335 Surprise Surprise AZ 85374 Phoenix-Mesa-Scottsdale 7/25/2001
1361 Peoria SW Glendale AZ 85305 Phoenix-Mesa-Scottsdale 10/10/2001
1386 Mesa Red Mountain Mesa AZ 85215 Phoenix-Mesa-Scottsdale 10/10/2001
1429 Mesa West Mesa AZ 85202 Phoenix-Mesa-Scottsdale 7/21/2004
1432 Fountain Hills Fountain Hills AZ 85268 Phoenix-Mesa-Scottsdale 10/9/2002
1838 Chandler West Santan Chandler AZ 85226 Phoenix-Mesa-Scottsdale 10/8/2003
1905 South Mountain Phoenix AZ 85042 Phoenix-Mesa-Scottsdale 10/6/2004
1959 Gilbert SE Mesa AZ 85212 Phoenix-Mesa-Scottsdale 3/2/2005
1960 Gilbert SW Gilbert AZ 85296 Phoenix-Mesa-Scottsdale 3/2/2005
Store No. Name City State Zip code Market Name Open Date
196 Long Beach South Long Beach CA 90805 Los Angeles-Long Beach-Sa 4/13/1983
201 Sports Arena San Diego CA 92110 San Diego-Carlsbad-San Ma 2/23/1983
203 Chula Vista Broadway Chula Vista CA 91911 San Diego-Carlsbad-San Ma 2/23/1983
204 Chula Vista North 4th Chula Vista CA 91910 San Diego-Carlsbad-San Ma 2/23/1983
246 Simi Valley Simi Valley CA 93065 Oxnard-Thousand Oaks-Ven 2/18/1987
248 La Habra La Habra CA 90631 Los Angeles-Long Beach-Sa 10/8/1986
675 Fairfield Fairfield CA 94533 Vallejo-Fairfield 10/9/1991
761 Hemet Hemet CA 92545 Riverside-San Bernardino-On 10/4/1995
914 Rancho Santa Margarita Rancho Santa M
CA 92688 Los Angeles-Long Beach-Sa 10/5/1994
1025 Elk Grove Elk Grove CA 95758 Sacramento-Arden-Arcade-Ro7/24/1996
1119 Newpark Mall Newark CA 94560 San Francisco-Oakland-Fre 3/4/1998
1140 Rancho San Diego El Cajon CA 92019 San Diego-Carlsbad-San Ma 10/7/1998
1417 Fresno Central Fresno CA 93710 Fresno 3/6/2002
1421 Eureka Eureka CA 95501 Eureka-Arcata-Fortuna 10/6/2004
1424 Norwalk East Norwalk CA 90650 Los Angeles-Long Beach-Sa 7/24/2002
1485 Santee Santee CA 92071 San Diego-Carlsbad-San Ma 10/9/2002
1815 Chula Vista East Chula Vista CA 91914 San Diego-Carlsbad-San Ma 10/8/2003
1816 El Centro El Centro CA 92243 El Centro 10/8/2003
1834 Upland Upland CA 91784 Riverside-San Bernardino-On 3/2/2005
1846 Lemon Grove San Diego CA 92115 San Diego-Carlsbad-San Ma 10/8/2003
1906 Hanford Hanford CA 93230 Hanford-Corcoran 10/6/2004
1936 Santa Ana NW Santa Ana CA 92706 Los Angeles-Long Beach-Sa 10/6/2004
2018 Clovis NW Clovis CA 93612 Fresno 10/5/2005
2082 Buena Park Buena Park CA 90621 Los Angeles-Long Beach-Sa 10/5/2005
Arizona California
BETTY SPAGHETTY COLOR CRAZY Total Sales Units 163 30
Total Sales $ 2946 440
Arizona California
BETTY SPAGHETTY GO GO GLAM Total Sales Units 206 112
Total Sales $ 1903 838
14,000
12,000
SALES (Units)
10,000
8,000
6,000
4,000
2,000
0
1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031323334353637383940414243444546474849505152
WEEKS
CSC Qty CINN Qty CLE Qty IND Qty Pitt Qty Chain Wide Advertising CSC Qty
Dates 505 505 505 505 505 505 Spending 600
Dec 17-23 18 54 48 60 37 3215 No 216
Dec 24-30 1 6 2 1 21 888 No 51
Dec 31-Jan 6 3 1 2 2 7 389 No 28
Jan 7-13 2 0 6 11 1 532 No 21
Jan 14-20 2 10 19 24 14 1105 No 21
Jan 21-27 7 9 17 31 23 1429 No 26
Jan 28-Feb 3 12 16 31 42 37 1701 No 40
Feb 4-10 15 19 25 22 33 1698 No 32
Feb11-17 21 16 35 33 30 1870 No 50
Feb 18-24 11 7 45 27 29 1652 No 33
Feb 25-Mar 3 7 15 27 21 22 1599 No 27
Mar 4-10 15 15 13 28 22 1578 No 18
Mar 11-17 20 11 30 31 34 1638 No 44
Mar 18-24 15 12 22 24 33 1646 No 35
Mar 25-31 14 13 53 24 27 1493 No 45
April 1-7 8 11 27 28 31 1570 No 57
April 8-14 29 23 49 24 43 2180 No 90
Apr 15-21 15 17 16 33 34 1569 No 48
Apr 22-28 21 4 21 19 15 1155 No 21
Apr 29-May 5 7 19 12 14 27 1297 No 35
May 6-12 13 7 28 17 30 1198 No 30
May 13-19 7 11 26 20 7 1230 No 28
May 20-26 6 4 27 13 9 1257 No 37
May 27-Jun 2 16 9 10 17 18 1350 No 33
Jun 3-9 20 11 22 25 7 1379 No 45
Jun 10-16 13 8 23 13 13 1381 No 64
Jun 17-23 10 11 12 25 16 1290 No 58
Jun 24-30 12 15 14 13 16 1472 No 54
Jul 1-7 14 20 13 26 17 1416 No 48
Jul 8-14 21 8 15 25 16 1373 No 51
Jul 15-21 9 8 24 16 14 1352 No 16
Jul 22-28 9 12 24 18 19 1256 No 50
Jul 29-Aug 4 20 10 12 18 17 1508 No 49
Aug 5-11 10 7 12 19 19 1497 No 36
Aug 12-18 20 7 30 26 21 1319 No 27
Aug 19-25 15 7 19 21 21 1266 No 39
Aug 26-Sep 1 5 19 41 22 27 1235 No 25
Sep 2-8 16 12 25 21 41 1242 No 26
Sep 9-15 11 12 20 16 24 1130 No 30
Sep 16-22 13 10 29 11 34 1184 No 17
Sep 23-29 4 9 26 21 28 1213 No 17
Sep 30-Oct 6 17 10 23 24 32 1178 No 14
Oct 7-13 7 9 37 30 47 1327 No 26
Oct 14-20 10 14 37 19 35 1349 No 32
Oct 21-27 11 10 27 31 47 1438 No 25
Oct 28-Nov 3 14 11 48 22 34 1582 No 31
Nov 4-10 12 15 52 28 42 1878 No 222
Nov 11-17 17 24 43 70 84 2597 No 170
Nov 18-24 26 26 93 67 100 3844 No 162
Nov 25-Dec 1 30 61 120 96 124 4604 Yes 100
Dec 2-8 48 70 177 113 150 6959 Yes 118
Dec 9-15 71 109 255 168 246 9867 Yes 139
Dec 16-22 107 145 311 246 307 12845 No 151
Dec 23-29 47 39 87 75 103 4298 No 137
Dec 30-Jan 5 3 1 13 24 6 1137 No 15
Jan 6-12 9 12 17 15 21 1137 No 31
Jan 13-19 7 15 37 18 24 1412 No 31
Jan 20-26 4 23 16 19 26 1424 No 16
Jan 27-Feb 2 5 10 33 19 20 1522 No 11
Feb 3-9 13 18 28 23 20 1531 No 35
Feb 10-16 4 18 23 18 39 1597 No 17
Feb 17-23 8 9 15 17 30 1228 No 19
Feb 24-Mar 2 3 8 12 17 37 830 No 19
505 = Classic Etch A Sketch

600 = Doodle Doug
Note: Previous year data not available because Ohio Art products were not carried by
CINN Qty CLE Qty Ind Qty PITT Qty
600 600 600 600
361 359 558 255
80 54 92 82
69 122 91 84
47 96 78 99
82 104 99 101
74 100 86 92
124 134 135 105
75 142 127 109
114 174 122 102
97 136 109 88
112 155 118 109
92 156 100 102
151 168 149 115
161 248 194 139
146 248 190 123
144 194 171 175
189 331 297 222
136 183 169 116
86 144 113 83
86 118 130 84
73 136 119 80
84 102 121 75
77 132 128 69
92 182 178 103
98 219 131 85
106 213 150 108
98 194 134 73
102 212 112 84
97 195 151 90
114 209 126 115
97 202 120 85
80 160 132 82
105 179 104 94
86 162 159 83
102 149 135 63
78 132 116 81
71 146 105 58
82 108 123 76
71 133 91 63
52 113 92 58
68 109 104 49
58 117 69 48
72 127 83 93
95 133 84 82
96 141 79 117
201 262 124 234
204 378 172 415
277 377 309 469
241 393 316 229
217 404 218 204
249 488 299 306
347 650 436 418
346 864 632 560
157 292 372 208
100 130 56 95
80 125 96 58
136 130 83 74
83 126 100 55
122 136 107 78
110 139 126 62
113 160 153 86
79 126 108 98
87 86 65 35
ucts were not carried by the retailer.

Dates Days Times Cost Date Day Time EST
Nov27-Dec1 M-F 400P-500P 350.00 27-Nov Tue 4:23pm 2.0*
Nov27-Dec1 M-F 100P-300P 150.00 27-Nov Tue 2:22pm 1.5*
Nov27-Dec1 M-F 500A-600A 90.00 27-Nov Tue 5:18am 1.5*
Nov27-Dec1 M-F 1200N-100P 200.00 28-Nov Wed 12:12pm 2.0*
Nov27-Dec1 M-F 400P-500P 1000.00 28-Nov Wed 4:12pm 6.0*
Nov27-Dec1 M-F 600A-800A 150.00 28-Nov Wed 6:26am 2.5*
Nov27-Dec1 M-F 1100A-1200N 200.00 28-Nov Wed 11:31am 1.5
Nov27-Dec1 M-F 1100A-1200N 200.00 28-Nov Wed 10:59am 1.5
Nov27-Dec1 M-F 1200N-1230P 175.00 28-Nov Wed 12:16pm 2.0*
Nov27-Dec1 M-F 700A-900A 175.00 28-Nov Wed 7:39am 3.5
Nov27-Dec1 M-F 1200N-100P 200.00 29-Nov Thu 12:55pm 2.0*
Nov27-Dec1 M-F 1230P-400P 175.00 29-Nov Thu 2:33pm 2.0*
Nov27-Dec1 M-F 500A-600A 90.00 29-Nov Thu 5:42am 1.5*
Nov27-Dec1 M-F 700A-900A 175.00 29-Nov Thu 8:23am 3.5
Nov27-Dec1 M-F 1200N-100P 200.00 30-Nov Fri 12:09pm 2.0*
Nov27-Dec1 M-F 400P-500P 1000.00 30-Nov Fri 4:09pm 6.0*
Nov27-Dec1 M-F 1000A-1100A 400.00 30-Nov Fri 10:54am 3.0*
Nov27-Dec1 M-F 1200N-1230P 175.00 30-Nov Fri 12:31pm 2.0*
Nov27-Dec1 M-F 700A-900A 175.00 30-Nov Fri 8:52am 3.5
1-Dec Sat 800A-1000A 200.00 1-Dec Sat 8:56am 3.0*
Dec4-Dec8 M-F 1000A-1100A 400.00 3-Dec Mon 10:55am 3.0*
Dec4-Dec8 M-F 1200N-1230P 175.00 3-Dec Mon 12:25pm 2.0*
Dec4-Dec8 M-F 1230P-400P 175.00 3-Dec Mon 2:59pm 2.0*
Dec4-Dec8 M-F 700A-900A 175.00 3-Dec Mon 8:59am 3.5
Dec4-Dec8 M-F 1200N-100P 200.00 4-Dec Tue 12:09pm 2.0*
Dec4-Dec8 M-F 530A-600A 150.00 4-Dec Tue 5:38am 2.0*
Dec4-Dec8 M-F 430P-500P 175.00 4-Dec Tue 4:46pm 2.0*
Dec4-Dec8 M-F 700A-900A 175.00 4-Dec Tue 8:59am 3.5
Dec4-Dec8 M-F 1200N-100P 200.00 5-Dec Wed 12:12pm 2.0*
Dec4-Dec8 M-F 600A-800A 150.00 5-Dec Wed 6:38am 2.5*
Dec4-Dec8 M-F 1100A-1200N 200.00 5-Dec Wed 11:31am 1.5
Dec4-Dec8 M-F 430P-500P 175.00 5-Dec Wed 4:56pm 2.0*
Dec4-Dec8 M-F 700A-900A 175.00 5-Dec Wed 7:25am 3.5
Dec4-Dec8 M-F 1200N-100P 200.00 6-Dec Thu 12:23pm 2.0*
Dec4-Dec8 M-F 400P-500P 1000.00 6-Dec Thu 4:26pm 6.0*
Dec4-Dec8 M-F 1100A-1200N 200.00 6-Dec Thu 10:59am 1.5
Dec4-Dec8 M-F 500A-600A 90.00 6-Dec Thu 5:17am 1.5*
Dec4-Dec8 M-F 400P-500P 1000.00 7-Dec Fri 4:08pm 6.0*
Dec4-Dec8 M-F 600A-800A 150.00 7-Dec Fri 7:39am 2.5*
Dec11-Dec15 M-F 1100A-1200N 200.00 11-Dec Tue 11:30am 1.5
Dec11-Dec15 M-F 700A-900A 175.00 11-Dec Tue 8:29am 3.5
Dec11-Dec15 M-F 1100A-1200N 200.00 12-Dec Wed 11:30am 1.5
ACH Demo Station Program
2.7 RW2554 NBC Ch.5 Judge Judy
0.5 RW2554 NBC Ch.5 Days of Lives
0.4 RW2554 Fox ch. 19 Morn. News
3.0 RW2554 Ch. 9- ABC 9 News @ Noon
5.6 RW2554 Ch. 9- ABC Oprah
3.2 RW2554 CBS Ch.12 Good Morn.Cinn
1.6 RW2554 CBS Ch.12 Price is Right
1.3 RW2554 CBS Ch.12 Local 12 News
2.5 RW2554 CBS Ch.12 CBS Soaps
2.0 RW2554 CBS Ch.12 Insider
2.8 RW2554 NBC Ch.5 Dr. Phil
1.4 RW2554 Fox ch. 19 Tyra Banks
1.4 RW2554 Ch. 9- ABC Ellen
1.9 RW2554 Ch. 9- ABC ABC Soaps
2.1 Rw2554 NBC Ch.5 Days of Lives
2.7 RW2554 NBC Ch.5 Saturday Today
2.2 RW2554 Ch. 9- ABC ellen
3 RW2554 Ch. 9- ABC 9 News @ Noon
2.4 RW2554 Ch. 9- ABC Ellen
1.3 RW2554 CBS Ch.12 Early news
1.6 RW2554 CBS Ch.12 Early news

OHIO Case Data

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This spreadsheet was prepared by Assistant Professor Rajkumar Venkatesan.

Copyright © 2007 by the University of Virginia D

Rev. Sept. 15, 2011

086-02-0516 BETTY SPAGHETTY GO GO GLAM Ohio Art Co. (THE) (1093702,3644434)

086-02-0516 BETTY SPAGHETTY GO GO GLAM Ohio Art Co. (THE) (1093702,3644434)

086-02-0516 BETTY SPAGHETTY GO GO GLAM Ohio Art Co. (THE) (1093702,3644434)

086-02-0516 BETTY SPAGHETTY GO GO GLAM Ohio Art Co. (THE) (1093702,3644434)

086-02-0516 BETTY SPAGHETTY GO GO GLAM Ohio Art Co. (THE) (1093702,3644434)

086-02-0516 BETTY SPAGHETTY GO GO GLAM Ohio Art Co. (THE) (1093702,3644434)

086-02-0516 BETTY SPAGHETTY GO GO GLAM Ohio Art Co. (THE) (1093702,3644434)

086-02-0516 BETTY SPAGHETTY GO GO GLAM Ohio Art Co. (THE) (1093702,3644434)

spspw = sales per store per week

Sales Units 199 SM1 SMALL DOLLS ARIZONA TEST 0 0

Sales Units 199 SM2 SMALL DOLLS CONTROL 0 0

Sales Units 199 SM2 SMALL DOLLS CONTROL 0 0

Metric Dept MSC 2007-06-24 2007-06-25

Sales Units 199 SM1 SMALL DOLLS ARIZONA TEST 8 7

Sales Units 199 SM2 SMALL DOLLS CONTROL 0 0

Sales Units 199 SM2 SMALL DOLLS CONTROL 3 3

Metric Dept MSC 2007-07-01 2007-07-02

Sales Units 199 SM1 SMALL DOLLS ARIZONA TEST 9 10

Sales Units 199 SM2 SMALL DOLLS CONTROL 0 4

Sales Units 199 SM2 SMALL DOLLS CONTROL 1 6

Metric Dept MSC 2007-07-08 2007-07-09

Sales Units 199 SM1 SMALL DOLLS ARIZONA TEST 3 7

Sales Units 199 SM2 SMALL DOLLS CONTROL 4 0

Sales Units 199 SM2 SMALL DOLLS CONTROL 11 3

2007-06-26 2007-06-27 2007-06-28 2007-06-29 2007-06-30 Wk 2 Total SPSPW

2007-07-03 2007-07-04 2007-07-05 2007-07-06 2007-07-07 Wk 3 Total SPSPW

505 = Classic Etch A Sketch

ucts were not carried by the retailer.

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