To reach its adult target market, including potential students, parents of students, donors, alumni and people who belong to university bodies, the University of the Free State is running an advertising campaign from October 2009 - January 2010 at selected Ster-Kinekor screens in Gauteng and the Free State. Sheena Spies, media manager from Ebony Ivory says, “We feel cinema is beneficial for this campaign as it provides a cost-effective means of speaking to this audience in a relaxed environment. In addition to this, cinema offers a captive audience … increasing the efficacy of brand exposure and subsequent recall. The medium also offers a diverse audience in terms of age, race and LSM standing.”
