Final answer:
The best option is to switch the ad to a magazine that targets a younger demographic, aligning with the focus group's findings while avoiding the large penalty associated with cancelling the ad completely.
Step-by-step explanation:
Given that the focus group found the target consumer age for Natural Beauty Secret to be too high by 10 years, and considering there are options with different penalties associated with them, the best course of action would be to switch the ad to another magazine more aligned with the revised target demographic rather than cancelling the ad outright and incurring a large penalty. It is essential to choose a magazine whose readership matches the younger demographic identified by the focus group. The goal is to ensure the advertising is as effective as possible by reaching the intended audience without unnecessary financial loss.
Advertising in print media has experienced challenges, as highlighted in the reference to declining advertising revenues. It's crucial to adapt strategies in an ever-evolving market where traditional advertising venues are becoming less effective due to technological advancements such as the Internet and social media. Nonetheless, if the right magazine with the correct target audience is chosen, print advertising can still be valuable, especially when no penalty is associated with switching the advertisement.