Question: 1.Sensitive Toothpaste: Sensodyne is category leader in sensitive toothpaste Has supported the brand for 20 years with consistent advertising, at high levels Its media strategy

1.Sensitive Toothpaste:

Sensodyne is category leader in sensitive toothpaste

Has supported the brand for 20 years with consistent advertising, at high levels

Its media strategy is pretty much everyone

Colgate wants to strengthen its sensitive business

Has limited funds to invest

Developed a plan for targeting Sensodyne users via digital advertising

What is the risk of this plan? Why?

2. Car Brand A:

As ad agency recommends buying media that ensures that As digital ads will only reach competitive car owners

The agency confirms that A will be able to cut its advertising budget by 25% by doing so

What is the longer-term risk of this plan? Why?

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