Imagine you have inherited a small motel chain in the New England area. You know you need to buy advertising, but you have a limited budget. Which of the following will hold true?
A. Local radio is the best advertising option as it reaches travelers in their cars and is low-cost.
B. Radio commercials are expensive to produce and hence radio advertising is inadvisable.
C. Advertising on network television can selectively tap the target audience.
D. Though radio commercials are cheap to produce, buying time on radio is expensive.
E. Television advertising is a flexible medium that has short lead times and is the best option.
Answer: A