Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 23

The table below provides the population of the top 10 demographic marketing areas (DMAs). The target market for a particular company is yuppie boomers, or those 35 to 54 years old who are professionals or managers. Based on the percentage of adults in each DMA that fits the target market profile, calculate the size of the target market in each DMA. Washington, D.C. has been completed for you. If you had funds to advertise in only 5 of the 10 DMAs, which five would you choose Why