Scenario $12-2$

When advertisers consider running ads in American Life magazine, they have the option of buying geographic and demographic editions as well as the national edition. For instance, they can choose from editions targeted at professionals and managers, homeowners, working women, and people aged $50$ and older. In addition, they are offered editions for $8$ geographical regions and for the top $20$ metropolitan areas. American Life also offers multiple$-$page discounts for advertisers buying four or more consecutive pages in any one edition, as well as other volume discounts.

The basic rate to reach $2,847,600$ readers in its national edition with a full$-$page, four$-$color advertisement is $$91,300.$ The basic rate to reach the same $2,847,600$ nationwide readers with a single$-$column, black$-$and$-$white ad is $$31,300.$

$($Scenario $12-2)$ A media planner working for a high$-$end clothing retailer looks at its figures and discovers that a vast majority of its sales are in large cities. So she deciores to buy space in American Life editions that reach the top $10$ metropolitan markets. This media strategy is referred to as

multi$-$way communicating.

flighting.

pulsing.

geo$-$targeting