Case Synopsis, Uses, Discussion Questions, and Answers
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CASE 29 Promoting a Sale
Synopsis: A hypothetical department store needs to develop an advertising plan to promote a
three-day consumer electronics products sale.
Discussion Questions
1. Knowing that the company wants a mixed-media ad campaign to support this event,
prepare an ad plan for the general merchandise manager that costs no more than
$40,000.
The firm could use a mix of direct mail (flyers), TV advertising, Radio advertising, and
Newspaper advertising.
The direct-mail flyers would cost the firm $10,000. For the electronics products sale, the
Case Synopsis, Uses, Discussion Questions, and Answers
2. Work out the daily scheduling of all advertising.
Saturday Direct-mail flyer arrives
Sunday
3. Work out the dollars to be devoted to each medium.
Direct mail to charge customers $10,000
4. Justify your plan.
The direct mail, four-color flyer to 80,000 charge-card customers appears to be very cost
effective based on information in the case. If 3 percent of the 80,000 customers respond by
going to the store and half of the customers visiting the store buy a $300 consumer electronic