Each year, managers at Bausch and Lomb evaluatethe many advertising media alternatives availableto them as they develop their advertising programfor contact lenses. What advantages and disadvantages of each alternative should they consider?Which media would you recommend to them?

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Each year, managers at Bausch and 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 to them?

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