2. Figure out the cost/benefit ratios of marketing communications tactics (trade advertising, literature, trade shoes, direct mail, or public relations) after the leads management program was put into place. Which program is stronger? Why or why not? Type of Expense Trade Advertising Literature Trade Shows Direct Mail Public Relations MSC's fee Amount Spent $500,000 $300,000 $650,000 $50,000 $150,000 $100,000 $1,750,000 Leads Generated 3500 1425 7850 725 1500 N/A 15,000 Resulting Sales Cost/benefit ratio Figures $1,250,000 $500,000 $2,550,000 $219,000 $421,050 $4,940,050

2. Figure out the cost/benefit ratios of marketing communications tactics (trade advertising, literature, trade shoes, direct mail, or public relations) after the leads management program was put into place. Which program is stronger? Why or why not