Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 3

Assume you are brand manager for a new product line of book bags designed for college students. These bags come in each university's school colors and are imprinted with the school's mascot. Assume you have $5 million to invest in a two-month magazine advertising campaign (July and August). Which magazines would you choose for this campaign Justify your choices.