Interview avec Bill Galway - en anglais

This document is an interview of Bill Galway, the managing director of Sportspirit which produces sportswear. His company has just invented a new customization concept and he is interviewed by a radio journalist who wants to know more about his advertising campaign. Five advertising media are discussed in the course of this interview: TV and radio commercials, billboards, sponsoring and online ads. Mr Galway explains how he wants to use them in his advertising campaign. First he says his company cannot afford TV commercials but adds that it’s not a problem because people don’t watch them any more so they’re not as effective as they used to be. All the other media are more adequate alternatives. They are more cost-effective than TV commercials and for a medium-sized company like Sportspirit, they’re affordable. Radio commercials get people’s’ attention more because it’s harder for a driver to change stations than it is to zap channels on TV at home. Bill Galway says billboards are also effective and they needn’t be eyesores if they have an artistic design. He obviously wants to come across as environmentally acceptable and willing to pay the extra pound to please environmentalists. He then goes on to say that sponsoring and online advertising offer interesting perspectives considering the age range his products are targeting. Sponsoring is based on people's interest in sports champions and young people are especially responsive. He thinks people respond more positively to sponsoring because it is less traditional and less aggressive. It can also be profitable without any extra cost when well-known brands sponsor the same champions and you can then benefit from their prestige. Bill Galway also considers online advertising to impact teenagers and young adults though he’s aware that it’s felt by many people as intrusive because it can pop up anywhere and at any time. He thinks however that it’s a sure way of attracting younger people's attention because they spend so much time in front of computer screens surfing the net. Online advertising is also the cheapest of all. Bill Galway concludes the interview by saying he is willing to spend as much money as needed on advertising because it will always increase sales and be financially rewarding in the end.This document is an interview of Bill Galway, the managing director of Sportspirit which produces sportswear. His company has just invented a new customization concept and he is interviewed by a radio journalist who wants to know more about his advertising campaign. Five advertising media are discussed in the course of this interview: TV and radio commercials, billboards, sponsoring and online ads. Mr Galway explains how he wants to use them in his advertising campaign. First he says his company cannot afford TV commercials but adds that it’s not a problem because people don’t watch them any more so they’re not as effective as they used to be. All the other media are more adequate alternatives. They are more cost-effective than TV commercials and for a medium-sized company like Sportspirit, they’re affordable. Radio commercials get people’s’ attention more because it’s harder for a driver to change stations than it is to zap channels on TV at home. Bill Galway says billboards are also effective and they needn’t be eyesores if they have an artistic design. He obviously wants to come across as environmentally acceptable and willing to pay the extra

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