B．Read the Advertising Report and decide whether these statements are true (T) or false (F)．
Television— Our TV ad campaign has been running for two weeks, and brand awareness is now over 70% in the target demographic. We have booked slots after adventure movies, nature documentaries, and occasional slots just before adult content on mainstream channels. We are mainly advertising in prime time, but also early evening to catch the late teens/college audience before they go out for the evening. The N.E.Wear catchphrase “if you aren’t wearing it, you aren’t dressed” has been very successful. We’ll keep the advertisements running until the opening in two weeks.
Magazines and Newspapers—Most of our target demographic don’t read dailies. We targeted fashion magazines (for female) and motoring and extreme sports magazines (for male and female). We went for fullpage color glossies. Naturally, fishing, hunting, boating and similar magazines all carried ads.
Street furniture—We have some advertisements on the back of bus stops on busy streets, and on bus stops used by university and college students. To keep up our image we do not advertise on phone boxes, or dustbins though we are considering advertisements under public notices, where this is allowed.
|
Summary |
Exposure |
Targeting |
Cost Per Viewer |
Impact |
Overall Cost |
|
TV |
very high |
average |
low |
high |
high |
|
Mag&News |
average |
good |
high |
average |
moderate |
|
Str. Furniture |
high |
very poor |
very low |
low |
low |
31. The TV advertisement campaign is for just under a month. ( )
32. The type of TV program where the ads. are shown is important.( )
33. N.E. Wear is advertised in many daily newspapers. ( )
34. Advertising on bus stops is aimed only at students. ( )
35. Advertising on street furniture is the cheapest, but worst targeted. ( )
