Mike Losito is the brand manager for a sunglasses company that has decided it

wants to enter the golf market. Mike is in charge of putting together the advertising

program to gain exposure in the market. His line of sunglasses has brand

recognition in cycling and skiing but little in golfing. It's his job to devise a plan

to maximize exposure to the golf enthusiast. There are three main publications in

golf that have similar readership numbers. Each magazine has a defined theme.

Although they all cater to golfers, one focuses on product reviews, one on tips and

coaching, and the third on the coolest places to play. Mike's budget will not allow

him to have placement in every issue of all three magazines. He has enough money

to run 10 ads.

1. Should Mike have limited placement in each magazine?

2. If Mike chooses to have a limited placement in each magazine, would you be

worried that he is missing many of the readers and not having enough impact

with the campaign?

3. Should Mike choose one magazine that best fits his customer demographic

and blanket every issue with an ad?