Scenario 2-2 Brush Strokes Is an Art Supply Store Located in a in a Town

question 25

Multiple Choice

Scenario 2-2
Brush Strokes is an art supply store located in a town with a population of about 100,000 people. The town is also home to a major state university. Brush Strokes gets a majority of its business from the student population. It has used the services of a local full-service advertising agency in the past. A great majority of its marketing budget has gone toward running small advertisements in the local and school newspapers at the beginning of each term. The advertising agency is now recommending that Brush Strokes devote a majority of its budget to running television spots during broadcasts of the university's football and basketball games. While the owners of Brush Strokes agree that they could be doing a better job of reaching the student population, they have not come to any conclusions about the best way to accomplish this.
-(Scenario 2-2) As a small business, Brush Strokes is always looking for ways to trim its expenses. Which one of the following would be an effective strategy?

• A) Move consumer advertising in house.
• B) Assign the project to a media conglomerate.
• C) Shift half the advertising budget to an interactive agency specializing in college age target audiences
• D) Use a media-buying service.

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Definitions:

Audience Concerns

The questions, needs, interests, or reservations held by a group of individuals that are addressed through various forms of communication.

Sales Proposal

A written offer from a seller to a prospective buyer, detailing the products or services offered and the terms under which the seller is willing to supply them.

Costs

The amount of money required for the production, acquisition, or maintenance of goods and services.

Business Proposal

A document designed to offer specific goods or services to a prospective client or partner.