Zoe has decided to start a personal shopper company in her metropolitan town of 250,000.  She wants to concentrate on college professors at the small university she graduated from which has 85 professors employed full time.  After deciding whether each medium would be acceptable, complete the following chart. Medium Acceptable?   Why or Why not? Newspaper - Campus and Local  Radio - Campus and Local  Internet  Others? 

What will be an ideal response?



MediumAcceptable?  Why or Why not?
Newspaper - Campus and Local
Yes and NoYes to campus: its high individual coverage and short lead time may make it affordable.  Cost would have to be checked. No to local: cost would be expensive
Radio - Campus and Local

Yes and NoPossible if radio has enough listeners.  Typically low cost but have commercial clutter.  No to area stations as not specific to target market.
Internet

YesYes as people expect a site for information.
Easy to update, able to direct people to site for information.  Concern is having to rely on another company for service since business size would not have a web designer.

Others?

YesPersonal emails to professors she knows; offering discount for professors by going through university's human resources department.

Business

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What will be an ideal response?

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