Case 2.2: Shreya Advertizers Shreya Advertizers - a marketing company dealing with laminated sheets 'Gloss' in the western zone covering Maharashtra, Gujarat and Madhya Pradesh, is considering to launch an advertisement campaign within a budget of \\ 2.5 lakh. On the basis of advertisement testing of the previous year, the company's research department has found that magazines and films are the ideal media for advertising laminated sheets. The company is not in a position to use the audiovisual medium due to limitation of funds. The magazines enjoying good recall in last year's campaign are Stardust, Filmfare, Reader's Digest and Madhuri. This is attributed to the effective visual impact made by the good reproduction of the advertisements both in colour, and black and white.The characteristics of target audience for 'Gloss' and weightage for each characteristic are as follows: > Open table as spreadsheet Characteristics Weightage (%) Age 15-34 yrs 20 Monthly income 70 Over 5,000 Education Above S.S.C. 10The audience characteristics for the four magazines selected are given below: Open table as spreadsheet Characteristics Stardust Filmfare Reader s Madhuri (%) (% ) Digest (%) (%) Age: 15-34yrs 75 45 56 80 Monthly income: Over 52 43 47 25 5,000 Education: Above 83 53 72 34 S.S.C.The efficacy index for a black and white advertisement may be taken as 0.15 and that for a colour advertisement as 0.20. The cost per insertion of a black and white, and a colour advertisement and the readership for the four magazines are as follows: $> Open table as spreadsheet Magazines Readership (in '000 Cost ( \\ ) per Insertion Black and Colour White Stardust (Monthly) 4,500 8,400 189 Filmfare (Fortnightly) 4,200 8,400 256 Reader's Digest 6,400 9,600 136 (Monthly) Madhuri (Fortnightly) 3,300 6,600 205 It has also been found that for creating an impact at least 03 insertions are necessary in Stardust and Reader's Digest, while a minimum of 04 insertions will be required in the case of Filmfare. Suggest an advertising strategy for the company to maximize the expected effective exposure