Jim: Lee, let me introduce you to Jacob. He’s going to help us come up with a marketing campaign.

Lee: It’s nice to meet you, Jacob.

Jacob: It’s nice to meet you, too.

Jim: I think our first order of business is to decide what kind of marketing campaign to do.

Lee: There are three primary places to advertise: newspapers, radio, and television.

Jacob: Yes, that’s true. Let’s think about our audience.

Jim: Our audience is college students. They use the books we sell.

Lee: I’d bet that they don’t read the newspapers much.

Jacob: I agree. I think they probably listen to the radio more.

Jim: They like to listen to music.

Lee: They like television, too.

Jacob: Television advertising is more expensive than radio advertising.

Jim: So which is a college student more likely to do: listen to the radio or watch television?

Lee: Let’s face it. They’ll watch more television.

Jim: Do you agree, Jacob?

Jacob: Yes, I do. Even though television commercials cost more, we should do a television commercial because we’ll reach a wider audience.

Lee: A commercial it is!