Assume you are a manufacturer of various jewelry items. Graduation rings for high school students are among the most important items in your product line. You are in the process of developing a media strategy aimed specifically at high school students. With an annual budget of $10 million, what media and specific vehicles would you use? How would you schedule the advertising over time?
Answer to relevant QuestionsExamine a copy of the most recent Spot Radio Rates and Data available in your library and compare the advertising rates for three or four of the radio stations in your hometown or university community. As noted in the text, some observers have gone so far as to claim that traditional advertising is on its deathbed and will eventually be supplanted by online advertising. What are your views on this? The following set of questions was mentioned in the chapter in reference to the Nike logo on Kobe Bryant’s basketball shoes or the University of Oregon football uniforms: Does it make you more likely to buy some of the ...Why is target audience selection the critical first step in formulating a media strategy? With reference to the three-exposure hypothesis, explain the difference between three exposures to an advertising message versus three exposures to an advertising vehicle.
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