Scenario 9-4 as Part of Your Duties as Marketing Manager for a for a Company

question 70

Multiple Choice

Scenario 9-4
As part of your duties as marketing manager for a company that manufactures exercise equipment for in-home use, you decide to champion your company's jump onto the Internet. The job is especially tough, since many of your bosses have no idea what it entails. In fact, you suspect that the only reason they are considering devoting money to the project is that your major competitor is building a Web presence, and your bosses don't want to be left behind. Your task is to educate your bosses so they will fund the effort.
-(Scenario 9-4) One of the higher-ups at your company says that he's willing to go along with your recommendation to place a banner ad on the Internet as long as the cost per thousand is reasonable. You tell him that

• A) the cost per thousand is less than a local 30-second TV, a full-color ad in a regional magazine, and above that of a radio spot.
• B) the cost per thousand is not calculated
• C) the cost per thousand is not regulated.
• D) the cost per thousand compares favorably with traditional media