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Advertising expenses in 1997 were $3,219,000 and the company was also registering its strongest year in terms of sales and profitability in 1997. By spending $6,781,000 more than in 1997, we can get our name out there and increase our brand awareness. If we implement the television campaign, 1998 will become our strongest year for the profitability of the company.
Brand awareness for the Drypers brand should increase since we have never advertised on television before. Our major competitors, Proctor & Gamble and Kimberly-Clark, have been advertising on television and are very successful. This television campaign is a step in the right direction to be able to compete with our major competitors more successfully...
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