“TV is absolutely an important vehicle, and it will always remain so. A lot of creative is highly visual, so TV is still in many ways the best way for us to showcase our products and solutions. During the Olympics, we did a campaign called "Olympic Hopeful,' focused on how Dow was providing sustainable solutions to the Olympic Games. We needed a different kind of ad for the Olympics, with an appropriate focus for a sports application.”
“Traditional media is still very important to build awareness. People will not come to your website or social media if they don't know you exist. At the top of my media list are financial news shows on cable networks and global airports. We'll be doing TV in December after the elections. We don't want to go into the mess of the elections—you don't get good enough attention. We'll be going on Fox News, Fox Financial News and CNN International in December, where the appropriate business audiences are.”
“TV is very important. Norfolk Southern has been a consistent advertiser on TV since 1982. We believe in it and believe it is effective for us. The business audience is very important to us—we serve 8,700 customers across the U.S. and in other countries—and we also work closely with states and their agencies to locate new plants and facilities along the railway lines for industrial development. Our TV advertising—and in particular our new "City of Possibilities' spot—is aimed directly at that group.”