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A national advertiser would like to advertise more in newspapers, but there is a substantial rate...

A national advertiser would like to advertise more in newspapers, but there is a substantial rate differential between national advertisers purchasing the same ad size as local retailers. On average, the national advertisers must pay more than 60% more for the same space. What can a national advertiser do to avoid this rate differential?

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In order to avoid rate differential, national advertiser can quote the rate being used for local retailer as a reference. Moreover, national advertiser can do a bulk deal for the entire year in order to get the discounts on the rate. Also, the quotation from other newspaper company can be taken and quoted as reference for lower rate to get lower rate.

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