Case $2\mathrm{.}9$:

Banner ad development $(6$ banners per quarter$)$: $$7,200$

Banner ad placement: $$1\mathrm{.}50$ per thousand impressions

Estimated ad impressions: $1,000,000$

Banner ad click$-$throughs: $$0\mathrm{.}60$ per click$-$through

From past experience, Kimland Media estimates that $1\%$ of all viewers will $$click through$$ the banner ad to Bohlander$$s website. Of those viewers who click through, Kimland estimates that $20\%$ will actually make a purchase$\mathrm{.}2\mathrm{.}3$Was it ethical for Sami to enlist the help of friends and family to drive up the number of click$-$throughs to Bohlander$$s website? Why or why not?

It was not ethical, because there is an importance of meeting goals and having achievements, but if it is costing the company money at the end of the day, then it is not benefiting overall. Focusing on the numbers, if you cheat the number on one end, then it will impact in the end. If nobody is making purchases and its all clicks, then the company would change direction in their marketing, because it will impact sales and bring up the question why are so many people interested, but they are not purchasing. The focus would then be taken to the product rather than the marketing, if the marketing is great and people are going to the site and looking at the product but not purchasing there would be numerous Items to look at$.$ If the company focuses on studies to their product and how to make it cheaper, or how they can sell their prices to their consumers, then it is changing the direction in which the companies spend their market research on$.$Review Cases $2\mathrm{.}29$ and $2\mathrm{.}30$ in your textbook. Respond to the questions in $2\mathrm{.}30,$ supported by data that you calculate for $2\mathrm{.}29.$ Discuss how a company's policy can encourage or prevent employees from engaging in unethical behavior in order to meet quotas.

To participate in follow up discussion, ask questions and post comments regarding classmates' posts, or respond to follow$-$up questions posted by the instructor.

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