A media buying agency has recommended the following 3 options to a marketing manager for his advertising campaign with a budget of $1 million. The 3 options utilize different amounts of the budget. The market share of the product that is being advertised is 12% and the total advertising expenditure in the category is $8.33 million. The product is not a new product but a regular brand in the market for some years. The 3 options are: Option 1 Option2 Option 3 GRPs 600 800 900 Reach 70% 60% CPM $20 $20 SOV 8% Which option should the marketing manager choose? Explain your choice. 12% 65% $20 16%