Case Name :      Professional Media Inc.

Authors :           Peter C. Bell

Source :             Ivey Publishing

Case ID :            W13038

Discipline :        General Management

Case Length :    04 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

A media planner at a specialized media buying firm was in the process of planning the spring 2012 television campaign for a customer with a recognizable brand name. The campaign budget of $7 million was to be spent on seven weeks of advertising during the first 20 weeks of the year. Each week of advertising involved a carefully selected series of advertisements on network and local television, and each week of advertising cost $1 million. Which seven of the 20 weeks should the planner choose? Is the $7 million budget the correct amount?