The Folgers campaign featured in this chapter’s introductory scenario was distinctive, in part, because the company spent no money on media, instead 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? Why? Will a budget be needed, or can these be done with no money as well?
Upper-income men, ages 45 to 60, for a financial services product.
Young homeowners, ages 30 to 40, for a new interior paint product.
Teenage boys who live in rural areas for a new basketball shoe.
Senior citizens for a new denture-paste product.