Question: determine the optimal level of investment in print media, in terms of maximizing profit, and justify your choice. (Note that this strategy is applicable in Year 1, yet the volume uplift will hold thereafter).

Year 1 Plan (Brand Equity and Awareness Building) Since Bounty Basic is launching in the mid-tier paper towel segment, it is important that costs are minimized wherever possible. As such the finance team is recommending a launch without the support of television media. One altemative awareness building strategy that has been suggested is print media. The marketing team is intent on printing copies that scored well on consumer tests. Based on the copy scores, awareness building and conversion to purchase intent, you have received a model which projects the volume growth per 10,000 investment in magazines and newspapers. The table below summarizes the projected results