Business Studies Course - Marketing
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Advertising strategy - Reading

Read the report and decide if the statements below are true or false. Check with 'Answers' at the bottom of the page.

Verity Marketing     
Marketing that gets to the point.     
33 Stilwell Av. 102 3GW Tel 01223 783412 Fax 01223 78400 www.xverityx.com e-mail don.alwood@xverityx.com

Advertising summary.

Steve - Just to bring you up to date on the advertising strategy.

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.
Exposure very high. Targeting average Cost per viewer low Impact high Overall cost high

Radio - Low profile here - we stress the visual element of how the clothes look, and we use outdoor scenery, which does not work with radio. But we have a spot just before the morning news on national radio, and the same on a classical radio station.
Exposure high. Targeting poor Cost per viewer low Impact average Overall cost moderate

Magazines and newspapers - Most of our target demographic don't read dailies. We targeted fashion magazines (for females) and motoring and extreme sports magazines (for males and females). We went for full - page colour glossies. Naturally, fishing, hunting, boating and similar magazines all carried ads.
Exposure average. Targeting good Cost per viewer high Impact average Overall cost moderate

Posters - We decided not to put posters outside urban areas. In our opinion Ausweiss are making a mistake here. Posters in the countryside are seen as environmentally unfriendly by our audience. We have chosen one or two sites in major cities, and put up very large posters on the side of buildings. We chose the picture of a couple playing under a woodland waterfall, with their N.E. wear gear lying on the river bank in the foreground, and the catchphrase "Get back to nature".
Exposure high. Targeting very poor Cost per viewer low Impact low Overall cost low

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.
Exposure high. Targeting very poor Cost per viewer very low Impact low Overall cost low

Positioned advertisements - Commuter rail stations with a high young professional population are targeted with posters. These show a couple in smart business clothes strap-hanging. A larger picture alongside shows a view of the countryside in summer, with the caption "Wouldn't you rather be somewhere else?"
Exposure moderate. Targeting good Cost per viewer low Impact average Overall cost low

 

1. The TV advertisement campaign is for just under a month.
a. True    
b. False   

2. The type of TV programme where the advertisements are shown is important.
a. True   
b. False   

3. A problem with radio ads are many listeners are the wrong market.
a. True   
b. False   

4. N.E. wear is advertised in many daily newspapers.
a. True   
b. False   

5. N.E. wear have put a large poster near a waterfall..
a. True   
b. False   

6. Advertising on bus stops is aimed only at students.
a. True   
b. False   

7. Advertisements at train stations target commuters.
a. True   
b. False   

8. Advertising on street furniture is the cheapest, but worst targeted.
a. True   
b. False   

ANSWERS