How was Gallery Furniture able to make effective use of TV advertising?

Question

BlackTom AI · Accepted Answer

The correct answer is B because Gallery Furniture purchased low‑cost 1:00–3:00 AM TV time and used it to run frequent, extended ads that produced high repetition for a small budget.

1. Relevant knowledge points and concepts
- Media scheduling: advertisers choose time slots based on cost and audience. Prime time is expensive; late‑night slots are cheaper.
- Reach vs. frequency tradeoff: for a fixed budget, advertisers can buy fewer prime‑time spots (higher reach per spot) or many late‑night spots (higher frequency).
- Effective advertising often depends on repetition (frequency) and message length (longer spots allow demonstrations and persuasive detail).

2. Step‑by‑step reasoning
- Gallery Furniture wanted to maximize exposure without paying prime‑time rates.
- By buying 1:00–3:00 AM slots, they obtained many ad minutes for the same money.
- They ran long, repetitive ads (often featuring the owner and sales events), increasing message frequency and brand recall among viewers who were awake or who saw replays.
- The combination of high frequency and longer format made each dollar buy more impressions and persuasive content, improving effectiveness.

3. Illustrative calculation (intermediate steps)
- Suppose a budget of $1,000: a 30‑sec prime‑time spot might cost $500, allowing 2 spots. A late‑night 30‑sec spot might cost $25, allowing 40 spots. Even if each late‑night spot reaches fewer viewers, 40 repetitions greatly increase recall and response among those watching.

4. Why the correct answer is correct
- Buying cheap late‑night time produced many repeats and longer ad time, which built awareness and drove store traffic cost‑effectively.

5. Why other options are incorrect
- A (appealed to sports enthusiasts): not their distinguishing strategy.
- C (used celebrities): Gallery Furniture relied on the owner/long infomercials, not celebrity endorsements.
- D (aired during nightly news): nightly news is pricier and not the tactic described; they specifically used 1–3 AM slots.

Conclusion: Buying advertising time from 1:00–3:00 AM (B) explains how Gallery Furniture made effective use of TV advertising.

How was Gallery Furniture able to make effective use of TV advertising?单项选择题

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