National Furniture has traditionally enjoyed great success in the form of increased sales from it’s advertising campaigns.  Most of these successes have come in the print media, but it’s limited spots on both a local radio station and a local television station have been very successful as well.  

The commercials and advertisements have always been designed and planned by Bob Wood Jr., and are simply announcements of sales, or straightforward talk about the reliability and price competitiveness of company products.  The media spots always end with the words, “Seventeen years in the tri-state area, thank you for your business.”  These simple words have become an expected component of the ads and are as familiar as the voice and appearance of Bob Wood Jr. or the logo of the company on the newspaper ads.  The no-nonsense, plain-talking attitude of Mr. Wood has become a hallmark in the tri-state area.

The advertising has been so effective that Bob Wood Jr., in an effort to maintain advertising effectiveness and increase sales, has decided to increase advertising expenditures across the board with massive increases coming in the television and radio markets of the tri-state area over the next two years.

The following table (Advertising) depicts historical and projected advertising expenditures.  The advertising budget includes budgets for promotions, as well as for publicity and public relations.  These topics are covered separately, however, in the next two sections: