Marketing Essentials

Chapter 19: Advertising

Figures Online Action

Figure 19.1

Picking Advertising Media
As marketing manager for a chain of auto parts stores, you have been given the task of coming up with the company’s advertising strategy. You have fifteen stores located in three different states.

Activity
How would you build this strategy? Which media would you focus on, and which would you avoid? Write a short report that explains your strategy and that details its steps.