s a marketing manager for one of the worlds largest automakers, you are responsible for the advertising campaign for a new energy-efficient sports utility vehicle. Your support team has prepared the following table, which summarizes the (year-end) profitability, estimated number of vehicles sold, and average estimated selling price for alternative levels of advertising. The accounting department projects that the best alternative use for the funds used in the advertising campaign is an investment returning 9 percent. In light of the staggering cost of advertising (which accounts for the lower projected profits in years 1 and 2 for the high and moderate advertising intensities), the team leader recommends a low advertising intensity in order to maximize the value of the firm. Do you agree?

Explain. Profitability by Advertising Intensity

Profits (in millions) Units Sold (in thousands) Average Selling Price

Year 1 Year 2 Year 3 Year 1 Year 2 Year 3 Year 1 Year 2 Year 3

Advertising Intensity

High $20 $ 80 $300 10 60 120 $35,000 $36,500 $38,000

Moderate $40 $ 80 $135 5 12.5 25 $35,800 $36,100 $36,300

Low $75 $110 $118 4 6 7.2 $35,900 $36,250 $36,000