Scenario 12-3 You Are a Media Planner at a Small but Nevertheless

question 7

Multiple Choice

Scenario 12-3
You are a media planner at a small but nevertheless full service advertising agency. Since it's Friday, you decide to take a long lunch, returning to the office around 2:00 P.M. When you get back to your desk, there's a stack of messages waiting for you. You must answer them all before you can go home for the weekend.
-(Scenario 12-3) The account executive in charge of the agency's largest-billing client, the Acme angina prevention medication aimed at special heart disease symptoms unique to women, has emailed you that on Monday the brand team will be visiting the agency. She needs you to be prepared to discuss at least three elements of a good IMC program that will work with the national advertising campaign they have already approved. She reminds you that the options have to build on the heart health connection that women feel toward the brand as a result of the advertising. You email back which set of suggestions below?

• A) Local evening news TV advertising, event sponsorship of a men's golf tournament and product placement in a network comedy
• B) Sponsorship of a women's heart health awareness 10K race, product placement in an upcoming movie starring Jack Nicholson and Diane Keaton who find love in their 60's and ongoing sponsorship of a mature women's romance TV series on the Lifetime Channel
• C) Sponsoring a pink NASCAR competitor, embedding the product in an upcoming Bruce Willis police drama, and signing on as the sponsor of public service spots for the ASPCA
• D) None of these sets of options will leverage the Acme brand with women who suffer from angina

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Definitions:

Inhalation

The act of breathing in air or other substances, which can include gases, dusts, and vapors, into the lungs.

Nervous System

The system of neurons and their fibers that carry nerve signals across the body, integrating its functions and sensory data.

Output Approach

A method measuring economic or productivity levels by the quantity of goods and services produced.

Recycling

The process of converting waste materials into new products to prevent waste of potentially useful materials, reduce the consumption of fresh raw materials, and lower greenhouse gas emissions.