As a marketing manager for one of the world’s largest automakers

As a marketing manager for one of the world’s largest automakers, you are responsible for the advertising campaign for a new energy-efficient sports utility vehicle. Your support team has prepared the following table, which summarizes the (year-end) profitability, estimated number of vehicles sold, and average estimated selling price for alternative levels of advertising. The accounting department projects that the best alternative use for the funds used in the advertising campaign is an investment returning 10 percent. In light of the staggering cost of advertising (which accounts for the lower projected profits in years 1 and 2 for the high and moderate advertising intensities), the team leader recommends a low advertising intensity in order to maximize the value of the firm. Do you agree?

Profitability by Advertising Intensity

 

                   

 

 

Profits (in Millions)

 

Units Sold (in Thousands)

 

Average Selling Price

 

Year 1

Year 2

Year 3

 

Year 1

Year 2

Year 3

 

Year 1

Year 2

Year 3

Advertising Intensity

                   

 

High

 $    15

 $    90

 $  270

 

       10

       60

     120

 

 $  24,000

 $  25,500

 $  26,000

Moderate

 $    30

 $    75

 $  150

 

         5

   12.5

       25

 

 $  24,500

 $  24,750

 $  25,000

Low

 $    70

 $  105

 $  126

 

         4

         6

      7.2

 

 $  24,800

 $  24,850

 $  24,900

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