Flydubai is an airline business and is operating in Bahrain with flights connecting to India, Middle East, South East Asia and Australia. As a neophyte airline industry, competition becomes its great challenge as other known airlines are leading the industry such as Oman Air and Gulf Air. Based on records, Oman Air has estimated sales of 30,000 dollars, and Gulf Air has twice of Oman Air's. Flydubai projects to have sales at 40% of Gulf's sales. The CEO of Flydubai called for a meeting among his Board of Directors to discuss about how would the plan be achieved. One BOD suggested that in order to hit the target, they need to invest in media and promotions, and everyone moved and seconded the good point. The CEO adjourned the meeting by saying that "Ok, all of you Board of Directors, I believed in your strategies and mechanisms. In so doing, our company will embark at getting higher profits and even surpassed what our competitors have at this time. Double our efforts and sooner we will get rewarded".

*Question 1: Which between In House and External Advertising would you prefer to adapt in case you operate a small business? Interpret your options.