Magazine A is read by 11,000,000 people and costs $52,000 for a full-page, four-color advertisement. Magazine B reaches 15,000,000 readers and costs $68,000 for a full-page, four-color advertisement. Holding all other factors constant, in which magazine would you choose to advertise?
Answer to relevant QuestionsRadio is the only major medium that is nonvisual. Is this a major disadvantage? Thoroughly justify your response. As noted in the text, some observers have gone so far as to claim that traditional advertising is on its deathbed and will eventually be supplanted by online advertising. What are your views on this? Assume you are a direct marketer of a line of merchandise imprinted with the logos of major universities. These items are targeted to the fans and supporters of university athletic programs. Detail how you would compile an ...Following are the ratings and number of ad insertions on five cable TV programs designated as C1 through C5: C1 (rating = 7; insertions = 6); C2 (rating = 4; insertions = 12); C3 (rating = 3; insertions = 20); C4 (rating = ...It is desirable that the measurement of advertising effectiveness focuses on sales response rather than on some precursor to sales, yet measuring sales response to advertising is typically difficult. What complicates the ...
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