It comes down to multiple factors when conducting an advertising campaign. It's the smartest move possible to do a "test marketing campaign" first in specific areas you know you have a good hold on. To just go nationally straight away is a huge mistake, your test marketing helps you to measure response rates, roi and whether the cut through is significant enough! They are using a multi channel approach and this may need to be massaged going forwards for maximum cut through and brand building.
Its smart marketing/advertising! In my line of work I continually shout for this approach before moving on to a national focus, even if a board want to do it all now and try to take no for an answer.
One must ask why the likes of Texas, well where did Walmart first do their test marketing with Yowie - Texas!
