of the Manatees to help increase public awareness about the plight of the manatees, and
to encourage voters to urge their representatives in the state legislature to vote for this
bill. Tom intends to use this money to purchase various types of advertising media to get
the message out during the four weeks immediately preceding the vote.
Tom is considering several different advertising alternatives: newspapers, TV, radio,
billboards, and magazines. A marketing consultant provided Tom with the following data
on the costs and effectiveness of the various types of media being considered.