Mini-Case Analysis: Reread the Axe story at the beginning of this chapter. What was the problem this brand faced, and how did that affect the media planning? What were the objectives of both the initial campaign and its follow-up? What was the Big Idea that drove the second campaign, and how did that affect the media mix? Do you think this effort was driven by reach or frequency?

Considering all the new media reviewed in this chapter, what other media might Axe use in the next year of this campaign?

AppendixLO1