AMCAAMX

AMCAAMX is an advertising management simulation game in which a player takes the role of one of three companies in a given industry. The player uses AMCAAMX to help decide how much should be spent on advertising, what media schedule should be used, what creative strategy should be used, how to weight target markets, and what price to charge for the brand.

Each of the three companies in an industry start out in the base year in equivalent financial and market conditions.

Below is shown a window which provides a Brief Description of AMCAAMX to the user.

The game procedure involves the three players in an industry providing their company decisions on diskette to the game monitor (e.g., instructor) for each of so many simulated time periods. The monitor then processes these decisions using a monitor version (available separately). The version shown here is available to each player. It does two things: (1) The players can make decisions for their company and compare possible outcomes based upon their best "guesses" as to what their competitor's may do; and (2) Use the DECIDE portion of AMCAAMX to register their company decisions on disk which is subsequently provided to the monitor for processing. Below is shown one of the input screens for a player's own company (two other screens look very similar but involve guesses for the two competitor's companies).

View One of Projected Results is shown below.

View Two of Projected Results is shown below. If the player does not like these results, he/she can try other decisions to test their possible performance.

The DECIDE Window is shown below. This is the part of AMCAAMX where the player registers decisions for a given time period of play and produces a diskette and hard copy record of those decisions to give to the monitor.

The Quick Start frame is shown below which tries to get the player started quickly on an understanding and overview of the set up of the AMCAAMX game.

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1. Uncompress the AMCAAMX Instructor's Version .zip file using Winzip version 6.3 or higher.
2. When you successfully uncompress the .zip file, you will find two files named "Amtxa.exe" and "Mergea.exe"
3. They can just be clicked on in Windows Explorer and will launch DOS window to run command line format.
4. Step 1 is using "Mergea.exe" to put all group input files together into one big merged file. Step 2 is using the output file from mergea to input into "Amtxa.exe" to make the projected results to hand back to students.