The Springfield Bank received 1,500 inquiries following its latest advertisement
describing its “establish a Certificate of Deposit (CD)—get a free CD (compact disk)”
promotion in the Springfield Shopper, a local newspaper. The most recent similar ad in
a similar advertising campaign was in the Brockman Business Newsletter. A local
business publication generated 500 inquiries. Each ad in the Springfield Shopper costs
$500. Each ad in the Brockman Business Newsletter costs $125. Inquiries from both
publications have the same success rate in turning inquiries into sales.
(a) Assuming that additional ads will generate similar response rates, is Springfield
Bank running an optimal mix of ads in the Springfield Shopper and the Brockman
Business Newsletter? Why or why not?
(b) If you claim that the Springfield Bank is currently running an optimal mix of ads,
clearly explain why they are using an optimal mix of ads. If you claim that the
Springfield Bank is currently not running an optimal mix of ads, clearly explain how
the Springfield Bank can better manage the ads.
Which of the following observations is true of business norms?
A. They are standards of accepted behavior.
B. They are the same as product quality standards.
C. They are equivalent to contract laws.
D. They are somewhat like a company’s mission.