The first national bank received 3,000 inquiries following the latest advertisement decribing its 30-month IRA accounts in the Boston World, a local newspaper. The most recent as in similar advertising campaign in Massachusetts Business, a regional business magazine, generated 1,000 inquiries. Each newspaper ad cost $500, whereas each magazine add cost $125
A) Assuming that additional ads would generate similar response rates, is the bank running an optimal mix of newspaper and magazine ads ? why or why?
B) Holding all else equal, how many inquiries must a newspaper ad attract for the current advertising mix to be optimal?