Question: Each year, managers at Bausch & Lomb evaluate the many advertising media alternatives available to them as they develop their advertising program for contact lenses.

Each year, managers at Bausch & Lomb evaluate the many advertising media alternatives available to them as they develop their advertising program for contact lenses. What advantages and disadvantages of each alternative should they consider? Which media would you recommend and why?

required text: Chapters 18 & 19: Kerin, R., & Hartley, S. (2021). Marketing (15th ed.). McGraw Hill. ISBN: 978-1259924040.

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