- Client is launching an inexpensive alcoholic drink targeted at students
             Without knowing whether the campaign aim is to create general awareness or generate immediate sales volume, I will put them here as inextricably linked. I am similarly given no indication of budget but I will be assumptive and assume it is not large, as the product is inexpensive. Similarly, I would assume good below-the-line activity but the brief calls for media only.
             · (Ad regulations allowing) I would kick off the schedule with TV spots bought over a two-week period prior to Freshers Week. Spots should be bought in breaks between content such as SMTV, 15 to 1, Home & Away, Transworld Sports, T4. As students, for the most part, are 'early adopters' and the uptake of cable and satellite television has been rapid, spots should be bought around The Simpsons on SKYONE and MTV. Budgets should not be too exhausted here as only prime-time slots required are for programmes such as The Simpsons and possibly T4. I have chosen Television as my first media as for a launch it reaches the maximum demographic, promotes a cohesive & uniform message and animates a previously unfamiliar product.
             · Next, branding should be taken out across all Freshers' bags/packs perhaps in conjunction with below the line activity inside the bag, i.e. samples direct mail. Fresher's time is a great period to gain exposure, as this is a time of the highest concentration of drinking and a good time to forge long-term associations.
             · Third. I would utilise University Union Newspapers. With Zero wastage, tremendous readership penetration and the minimal display rates involved some creative option within belly-bands and/or DPS would be great for the media schedule. If penetration was not as high in some University/College centres then the student national magazine GET should be considered.
             ...