National Furniture should enjoy great success from it’s advertising campaigns.  Most of these successes, likely in terms of increased sales, will come in the print media, but it’s limited spots on both a local radio station and a local television station should be very successful as well.  

The commercials and advertisements will be designed and planned by Bob Wood and will simply be announcements of sales, or straightforward talk about the reliability and price competitiveness of company products.  The logo of the company in the newspaper advertisements and National Furniture no-nonsense, plain-talking attitude are sure to become a hallmark in the tri-state area.

The advertising is projected to be so effective that Mr. Wood has decided to increase advertising expenditures, with the intent of increasing sales, across the board over years two and three.

The following table (Advertising) depicts the projected initial and longer-term advertising expenditures for the company.  The advertising budget will include budgets for promotions, as well as for publicity and public relations.  These topics are covered separately, however, in the next two sections.