Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 9

Assume that, 10 years after graduating from your university or college, you are appointed to your school's Athletics Oversight Committee. The chair of the committee suggests that it would be useful to know the lifetime value of the average basketball season-ticket holder. Describe how you might go about estimating the average ticket holder's lifetime value over the first five years starting with the year that he or she first purchases season tickets. Refer to Table 15.2 to assist you with this analysis. Make whatever assumptions you deem necessary and then conduct the analysis. Using a spreadsheet program such as Microsoft Excel would obviously facilitate your analysis.