If Andrew decided on this type of campaign, he was still required to make one more important decision. What catch$-$phrase would he use to headline the literature that accompanied the eye$-$glass holders and flash drive? Andrew was considering three catch$-$phrases;

Concept $1$ Concept $2$ Concept $3$

Cultural Diversity, The Global Marketplace Culture makes people

Common Vision. We Can Has No Boarders, And Unique. What$$s Unique

Help You See Eye To Eye. Neither Should Your Creates A Competitive

Company. Advantage.

The catch$-$phrase had to capture the reader$$s attention and interest in the direct$-$mailing once received. It also had to complement the eye$-$glass holders found inside the package. Therefore Andrew had a difficult decision to make. He had to select the appropriate catch$-$phrase or designing a completely new one if these three were deemed to be completely inappropriate for the campaign.

Because of the magnitude of this direct$-$mailing campaign, the costs would be significantly higher than the previous online campaign. The cost of the eyeglass holder, flash drive, and the postage combined would be $$1\mathrm{.}00.$ The design and packaging developed by the advertising agency would cost $$10,000.$ Combined this figure would represent almost $50$ per cent of the overall advertising budget of $$23,000$ for $2016$

Magazine Advertising

The second option under consideration was the placement of magazine advertisements in the Canadian HR Reporter. The Canadian HR Reporter was the industry$$s national journal of human resource management in Canada that targeted senior level human resource professionals. This magazine was published bi$-$weekly and had a subscriber base of over $9,000$ and a readership of over $48,000.$ Over $72$ per cent of the subscribers were members of senior management, with titles such as Chief Executive Officer $($CEO$),$ presidents, vice presidents, and director or manager of human resources. Andrew was of the belief that this publication would be the best place for a cross$-$cultural consulting firm to advertise its services.

For many years Ferguson had placed small ads in local business journals, but had never targeted human resources professionals with its advertising efforts. Andrew was of the opinion that a $12-$advertisment campaign would be an effective strategy but he was unsure of what size they should be or whether they should be linked to the direct$-$mail campaign. In addition, Andrew was considering the placement of larger advertisements in the issues dealing with cross$-$cultural topics. Andrew was again unsure of what size would be appropriate. See exhibit $1$ for the advertising rates for the Canadian HR Reporter.

THE DECISION

As Andrew contemplated which catch$-$phrase to select, he realized this was not the only important decision that he was required to make. He realized that the first online campaign had numerous flaws, and that this second direct mail attempt would need significant improvements this time around. Advertising was very costly and Andrew knew that another failure would be unacceptable. Andrew had only $4$ hours to complete the proposed promotional plan and knew that he could not forget any detail.

Exhibit $1$

Canadian HR Reporter

Display Advertising Rates and Page Layouts

Ad Size $1$ Time $4$ Times $8$ Times $12$ Times $18$ Times $22$ Times

Full Page $$2,448$ $$2,326$ $$2,203$ $$1,958$ $$1,836$ $$1,591$

Magazine Page $1,7141,7141,5431,3711,2861,114$

$(1)/(2)$ Page $1,2241,1631,102979918796$

$$ Page $901856811721676586$

$1/8$ Page $464441418371348302$

Outside back $3,1833,0242,8652,5462,3872,069$

Earlugs min$-8600540480$

Business Card $2001751451059585$

Non$-$standard

Line rate $$3\mathrm{.}69$ $$3\mathrm{.}51$ $$3\mathrm{.}32$ $$2\mathrm{.}95$ $$2\mathrm{.}77$ $$2\mathrm{.}40$

Colour Process and

PMS add: $1-$colour $$3902-$colour $$6404-$colour $$885$

Full Page

$5$ col X $14"$

$91/2"$ X $14"$

Magazine Page

$5$ col X $14"$

$91/2"$ X $14"$

Magazine Page

$4$ col X $10"$

$79/16"$ X $10"$

Quarter Page

$2$ col x $91/8$

$311/16$ X $91/8$

$3$ col x $53/4$

$5$ col X $31/2"$

$91/2"$ X $14"$

Eighth Page

$2$ col x $41/2$

$311/16$ X

$41/2$