Instructions

Complete the following steps for selecting the right ad mix to reach Buhi's audience.

Review Strategy Descriptions and Advertising Data

Analyze the "Potential Journey Messenger Ad Concepts" and "Historic Ad Mix Data" documents available in the Resources and as downloads below, identifying key information to inform your ad$-$mix selection.

Select Ad Mix

Select the optimal ad mix from the options provided. Keep in mind in which situations and for which types of products the central and peripheral routes to persuasion are more appropriate.

For additional information on the central and peripheral routes to persuasion, refer to Chapter $6,$ Section $1$ of "Consumer Behavior: A Marketer's Look Into the Consumer Mind" by Radhika Duggal.

$(4)$ Potential Journey Messenger Ad Concepts