ughout the city and metro area. Both will give our phone number and website address. We are also using aerial advertising. We are going to pull a banner behind one of our planes at certain events we deem appropriate to advertise such as sporting events or road races. The absolute costs can be high for the billboards but the exposure gained will be worth it and therefore the relative cost is lower. The poster signs have a high absolute cost but can be used frequently and the relative cost is lowered as more and more people see the signs. This helps the relative cost. The Aerial advertising already has low absolute costs and we are also using our own plane. This lowers it even more. The potential response through this effort can be great because of the amount of people who will see it and the interest it can generate.Chapter 14:1) Should your product be marketed through direct response media and if not, explain why?Our service should be marketed thru direct response media. We will use direct mail, print and the Internet. The ability to be selective is a major factor in our use in direct response media. We will also like to use the two-step direct response by leading the consumer to our website where they can learn more about the company and the thrill of the jump and they can also print out more promotional coupons.2) If so, in the Media Plan what is to be used? Include a cost and budget allocation.The direct mailings and print coupons will give the consumer a financial motive to go ahead and book a jump but the mailings and coupons will give the website address in order to further motivate the consumer if needed. We will use a significant part of budget because of the high costs of the mailings and ads. We feel like this is an important part of our plan and we will use up to 15% of the advertising budget here. The ability to be very specific and hit the people we want without a lot of waste is our justification for the costs here.Chapte...
