The marketing department is considering a shift to internet-based advertising. The advertising rates and demographics of several different options are shown below. The marketing campaign goal is to reach the following audiences: Age 18 to 25-1,000,000 impressions Age 26 to 35- 1,500,000 impressions Age 36 to 45-750,000 impressions What mix of advertising investment will be most economical while still meeting the goals? Cost per thousand impressions Source A B (dollars) 30 20 Investment in Source A (S) Investment in Source B (S) Demographic breakdown 18-25 (30%), 26-35 (50%), 36-45 (20%) 18-25 (10 %), 26-35 (60 %), 36-45 (30%) Note: Round your answer to the nearest whole number value.
The marketing department is considering a shift to internet-based advertising. The advertising rates and demographics of several different options are shown below. The marketing campaign goal is to reach the following audiences: Age 18 to 25-1,000,000 impressions Age 26 to 35- 1,500,000 impressions Age 36 to 45-750,000 impressions What mix of advertising investment will be most economical while still meeting the goals? Cost per thousand impressions Source A B (dollars) 30 20 Investment in Source A (S) Investment in Source B (S) Demographic breakdown 18-25 (30%), 26-35 (50%), 36-45 (20%) 18-25 (10 %), 26-35 (60 %), 36-45 (30%) Note: Round your answer to the nearest whole number value.
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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Transcribed Image Text:The marketing department is considering a shift to internet-based advertising. The advertising rates and demographics of several
different options are shown below. The marketing campaign goal is to reach the following audiences:
Age 18 to 25-1,000,000 impressions
Age 26 to 35- 1,500,000 impressions
Age 36 to 45-750,000 impressions
What mix of advertising investment will be most economical while still meeting the goals?
Cost per thousand impressions
Source
A
B
(dollars)
30
20
Investment in Source A ($)
Investment in Source B ($)
Demographic breakdown
18-25 (30%), 26-35 (50 %), 36-45 (20%)
18-25 (10 %), 26-35 (60%), 36-45 (30%)
Note: Round your answer to the nearest whole number value.
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