The Relax-and-Enjoy Lake Development Corporation is developing a lakeside community at a privately owned lake and is in the business of selling...

The Relax-and-Enjoy Lake Development Corporation is developing a lakeside community at a privately owned lake and is in the business of selling property for vacation and/or retreat cottages. The primary market for these lakeside lots includes all middle and upper income families within approximately 100 miles of the development. Relax-and-Enjoy has employed the advertising firm of Boone, Phillips and Jackson to design the promotional campaign for the project.

After considering possible advertising media and the market to be covered, Boone has made the preliminary recommendation to restrict the first month's advertising to five sources. At the end of this month, Boone will then reevaluate its strategy based upon the month's results. Boone has collected data on a number of potential purchase families reached, the cost per advertisement, the maximum number of times each medium is available, the expected exposure for each of the five media. The expected exposure is measured in terms of an exposure unit, a management judgment measure of the relative value of one advertisement in each of the media. The measures based on Boone's experience in the advertising business take into account such factors as audience profile (age, income, and education of the audience reached), image presented, and quality of the advertisement. The information collected to date is presented below.

Advertising Media Alternatives for the Relax-and-Enjoy Lake Development Corporation

Number of Potential Purchase Families Reached