You Are Preparing a Summary Budget for an Advertising Campaign

question 15

Essay

You are preparing a summary budget for an advertising campaign in San Francisco. The contents of the table you have created so far are:
$$\begin{array} { | l | l | l | } \hline \text { Type } & \text { Location } & \text { Cost } \\\hline { \text { Web } } & \text { SFGate.com } & 25,000 \\& \text { Examiner.com } & 3,250 \\\hline { \text { Print } } & \text { San Francisco Chronicle } & 27,600 \\ & \text { San Francisco Examiner } & 15,300 \\& \text { San Francisco Magazine } & 12,400 \\\hline \text { Misc. } & \text { Taxi tops } & 18,000 \\ & \text { Muni bus stops } & 13,500 \\\hline\end{array}$$
What could you do to quickly make the table more attractive and easy to read?

Assess equipment replacement decisions based on cost savings and incremental cash inflows.

Determine the payback period for investment projects.

Calculate simple rates of return on investments.

Understand the concept and calculation of Internal Rate of Return (IRR).

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Definitions:

Place

As one of the “four Ps,” includes the activities the firm undertakes to make its product available to potential customers. Also known as distribution.

Distribution Function

Part of the marketing mix that involves the process of making a product or service available for consumption or use by a consumer or business user.

Causal Research

A type of marketing research used to understand the cause-and-effect relationships among variables.

Buying Behavior

The purchasing decisions and actions of consumers or businesses, including how they select, buy, use, and dispose of goods or services.