Larry, the owner of a local lawn service company, is evaluating the various types of advertising...

 

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Larry, the owner of a local lawn service company, is evaluating the various types of advertising media. Select four types of advertising media Larry should use, explaining in your own words why you feel these are the correct choices for him. Additionally, recommend a percentage of his advertising budget that should be allocated to each type of advertising. (15 points) Since Larry is a local business owner I don't think using television is the best route to go for his type of business. I think the 4 ways they he should advertise in the local community may be a little bit beyond is through the local newspaper, the radio, direct mail, and outdoor advertising. Of these 4 the most important one would probably be radio followed by direct mail then in the local newspaper prior to outdoor advertising. I believe Larry should put about 45% of his budget towards the radio advertising. I say that because with this day and age not only do you have a local radio station, which also have Internet radio which reaches more people and it might be people from outside the area that may be moving to the area. The next place he should advertise is direct mail. I would put 30% of my advertising budget to direct mail since the com- pany is a local business. The local area just may not know about his business but if he sends a postcard in the mail then that should help generate business. He should advertise 10% of his budget in the local newspaper. This is because people do read online paper as well as print papers but the numbers has gone down. The remaining 15% should go to outdoor advertising such as a billboard or on a bus or train if that is an option in the area. Contrast skimming and penetration pricing strategies. What types of products or marketing situations best suit each strategy? Provide an ex- ample of products that use each pricing strategy. (15 points) Larry, the owner of a local lawn service company, is evaluating the various types of advertising media. Select four types of advertising media Larry should use, explaining in your own words why you feel these are the correct choices for him. Additionally, recommend a percentage of his advertising budget that should be allocated to each type of advertising. (15 points) Since Larry is a local business owner I don't think using television is the best route to go for his type of business. I think the 4 ways they he should advertise in the local community may be a little bit beyond is through the local newspaper, the radio, direct mail, and outdoor advertising. Of these 4 the most important one would probably be radio followed by direct mail then in the local newspaper prior to outdoor advertising. I believe Larry should put about 45% of his budget towards the radio advertising. I say that because with this day and age not only do you have a local radio station, which also have Internet radio which reaches more people and it might be people from outside the area that may be moving to the area. The next place he should advertise is direct mail. I would put 30% of my advertising budget to direct mail since the com- pany is a local business. The local area just may not know about his business but if he sends a postcard in the mail then that should help generate business. He should advertise 10% of his budget in the local newspaper. This is because people do read online paper as well as print papers but the numbers has gone down. The remaining 15% should go to outdoor advertising such as a billboard or on a bus or train if that is an option in the area. Contrast skimming and penetration pricing strategies. What types of products or marketing situations best suit each strategy? Provide an ex- ample of products that use each pricing strategy. (15 points)

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