complete case analysis (problem identification, reasoning and analysis, discussion and recommendation)

Where Should We Place Our Ad? A software company that is fairly well regarded for two large product lines has TurboTax in its sights. They've developed a tax package that they think their current customers will like, and they think this software will give them a chance to bring new customers to their products. The company has developed an informative, yet succinct, and even somewhat humorous ad. One of the top managers is saying the company ought to ship out the ad in brochure form, along with a DVD with a demo file on it, as a form of direct mail. Another guy is saying that, because the product is high-tech, they should reach out to customers through an email campaign. The brochure should be a PDF file with an embedded link to the same demo file that the direct mail recipients would receive. The boss is indifferent (doesn't know much about marketing, history, biology, or what a slide rule is for), but he cares about costs. So a third manager called up some media providers and compiled the following prices