Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

Exercise 1

To augment your promotion strategy from Chapter 14:
Use Figure 15-2 to select the advertising media you will include in your plan by analyzing how combinations of media (e.g., television and Internet advertising, radio and Yellow Pages advertising) can complement each other.
FIGURE 15-2 Advertisers must consider the advantages and disadvantages of the many media alternatives.