7. You have just been tasked with directing a major campaign initiative in the rollout of the new regional comprehensive cancer center.

Although historically the medical center had relied on traditional media, the marketplace has shifted and will now be allocating a greater proportion of the budget to digital approaches. However, one concern is that in the immediate metro area, there are still two major newspapers that have strong readership among seniors along with a monthly metro magazine. The medical center’s Facebook page has approximately 16,000 followers, which is quite strong, and an active blog page. You recognize that it is important to consider testing any copy for the various media alternative that you use. What approaches should be considered for the alternative media under consideration?