Lesson 2 1

The Folgers campaign featured in this chapter’s introductory scenario was distinctive, in part, because the company spent no money on media, instead of allowing the new ads to circulate for free through user sites such as YouTube. That strategic decision reflected an understanding that its young target market was more likely to be online than watching the evening news. What might be the most effective media to reach each of the following target segments?

  1. Teenage boys who live in rural areas for a new basketball shoe.
  2. Senior citizens for a new denture-paste product.

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