From Deseret News archives:
Results of Utah's tourism advertising campaign
Overall number of households recalling the Utah ads: 2.5 million, or 32.8 percent of overall households in the three markets
Overall cost to reach an "aware" household: 88 cents (80 cents for TV, 70 cents for print)
Overall percentage of households that gathered more information about Utah: 30.7 percent among those recalling the ads, 14.7 percent among those that did not
Likelihood of visiting Utah: 15.2 percent among those that recalled seeing the ads, 9.8 percent among those that did not
Source: Strategic Marketing & Research Inc.
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