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Allocating an Advertising Budget.docx - Allocating an...

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Allocating an Advertising BudgetSlowFood Garden is an upscale restaurant located in Chicago, IL. To help plan anadvertising campaign for the coming season, SlowFood’s management team hired the advertisingfirm Hit & Take (HT). The management team requested HT’s recommendation concerning how theadvertising budget should be distributed across television, radio, and newspaper advertisements.The budget has been set at $55,800.In a meeting with SlowFood’s management team, HT consultants provided the followinginformation about the industry exposure effectiveness rating per ad, their estimate of the number ofpotential new customers reached per ad, and the cost for each ad.Advertising MediaExposure Rating per AdNew Customers per AdCost per AdTelevision904000$2,000Radio252000$600Newspaper101000$200The exposure rating is viewed as a measure of the value of the ad to both existingcustomers and potential new customers. It is a function of such things as image, message recall,
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Term
Spring
Professor
Tongarlak
Tags
Advertising, advertising campaign, Promotion and marketing communications, Infomercial

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