One of the biggest mistakes in advertising is assuming marketing objectives are the same as media objectives. Media is only one component, albeit a very important component, of the advertising paradigm and therefore must have specific objectives for its part in the process. In this exercise you will again be reviewing Cannes Lion 2009 award winners from around the world, but in this case the media winners. As you review each ad campaign think about where the message was received by the consumer so you can:
1. Write the media objectives that ultimately gave the media agency their media plan (refer to pages 311–312 for a refresh on defining objectives).

2. Identify the strategy the agency chose to best meet those objectives (refer to pages 318–319 for a refresh on developing the media strategy). Also refer to the My Ad Campaign for Chapter 9, Developing Media Objectives and Strategies, for some examples of creating media strategies from marketing objectives.

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Defining Media Objectives Media objectives translate the advertising strategy into goals that media can accomplish. Exhibit 9-5 shows general me- dia objectives for a hypothetical new food product. They explain who the target audience is and why, where mes- sages will be delivered and when, and how much advertis- ing weight needs to be delivered over what period of time.