2 - MC 4034 Advertising Media Analysis Planning Assignment...

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MC 4034 Advertising Media Analysis & Planning – Assignment 4 Article Reflections Your article reflections must include the following information, if it is discussed in the articles. Media Plan Category: ____Best use of interactive________ Product: ____Cingular __________________ Advertising Agency: ____Digitas____________________ Marketing Problem o Market problem: Cingular wanted to improve its underground, or “street cred”, presence with the younger generation and connect with the demographic on their own terms Situation Analysis o Market situation: Cingular would certainly classify as a well established wireless provider regardless of the Youtube promotion, but this movement with the Generation Y demographic helped improve its overall brand identity and generate sales in for their handheld devices. Marketing Strategy o Marketing objectives: It doesn’t list any of the specific objective Cingular had going into this, but its clear it achieved those goals as “[they] were able to be viewed as a leader in innovative media content on the mobile.”
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