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Q1. A company selling widgets advertises through three types of media: print, television and internet. Recently the company has decided to increase its advertising budget by $100,000. In order to determine where the additional money should be spent, the company increased print advertising for a month by $5,000 and attracted 50 new customers. The following month, the print advertising was decreased back to its original level and television advertising was increased by $20,000 and attracted 175 new customers. In the third month, television advertising was decreased to its original level and internet advertising was increased by $2,500 and attracted 30 new customers.
1. Given this data, what can you say about where the $100,000 increase should go?
2. How would you check to determine if you made the correct decision? Q2. Suppose a company has a WACC of 10% and is considering a project that initially costs $40,000 and will return $15,000 after the first year, $20,000 after the second year and $10,000 after the third year. There are no additional returns or costs for this project.
1. What is the NPV of this project?
2. Should the company undertake the project?
What is most likely to go wrong in the analysis of direct material and other direct costs and what could be done about it.
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