The table shows the relationship for a hypothetical firm between its advertising expenditure on various platforms and the quantity of its output that it expects to sell at a fixed price of €400 per unit. Assume that the firm can advertise on only one platform at a time.

a. In economic terms, why might the relationship between advertising and sales look the way it does?

b. Assume that the marginal costs of production are €350 per unit. How much advertising should the firm do?

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Advertising Platform Social media Television Pop-up ads on the Internet Radio Direct mail Advertising Expenditure (Millions) 15 25 40 46 50 Quantity Sold at P = 400 500,000 800,000 1,000,000 1,100,000 1,150,000