Answer the questions in-depth with proper analysis and rationale

1.In what ways are consumers' media patterns and consumption usage changing, and how does this influence and affect media strategy decisions? Support your answer with four (4) examples.

2. Briefly explain how Seneca's AOR (agency of record), media planners could have included Public Relations, place-based, affinity or alternative/guerilla media as a complementary platform to support the Challenge Accepted IMC Campaign. Provide four examples of activities that could support this campaign with earned media.

3. The Challenge Accepted campaign was in-market in 2019 and 2020: right about the time one were probably deciding about your college journey. To what extent did this campaign influence your decision to apply to and attend Seneca College? Through what media did you learn about and explore Seneca and other colleges? Which media platforms, channels and messages were the most and least effective for you? If one did not happen to see this campaign prior to applying, please share how you became aware of Seneca College and what messaging and platforms were most influential in your decision to apply.

4. Assuming Seneca plans to continue using the Challenge Accepted creative if one was the media planner at the agency, what changes to the media mix would you make for a 2022-2023 campaign?

References :

1. Fleming, C. (n.d.). Rising above the challenge of the college stigma. [web page].https://cameronfleming.com/seneca/challengeaccepted/
2. Forsman & Bodenfors (n.d.) Seneca. [web page]. https://www.forsmancanada.com/work-1/seneca
3. Lombardo, C. (2019, October 21). Seneca accepts the challenge of a smaller student market. Strategy.https://strategyonline.ca/2019/10/21/seneca-accepts-the-challenge-of-a-smaller-student-market/
4. Seneca College (2019, October 15). Challenge accepted: Seneca's new recruitment campaign targets students driven to succeed.[press release].https://www.globenewswire.com/news-release/2019/10/15/1930076/0/en/Challenge-Accepted-Seneca-s-new-recruitment-campaign-targets-students-driven-to-succeed.html
5. Seneca College (2021). Seneca challenge accepted year 1. [video].https://www.youtube.com/watch?v=g1o4w-WbHEs
6. Seneca College (2021). Challenge accepted: Hear from our graduates - Julia Clements. [video].https://www.youtube.com/watch?v=cHwE7lxM7eo