CBD MD and Advertising Strategy Development In this learning activity, we will develop skills related to evaluating the different forms of advertising and the advantages and disadvantages of each. The marketing communications industry is now in the age of selective reception where consumers are in control of what messages they see and whether they will interact with them. The main forms of media are Internet (including mobile), TV, newspaper, magazine, radio, and out-of-home. Over the years, the media has evolved from a rudimentary word-of-mouth-dependent era to todays Internet era where social media spreads messages and allows for interactivity. New media terms have surfaced in the Internet era - paid media, owned media and earned media. To communicate effectively with our target market, we must find ways to become a part of their conversations. Use the following mini-case study to answer the questions below.

CBD Md is a new entry into the market of online hemp and CBD based products available in the United States. Their primary market is in California, but they ship their product across the mainland US. As a new company, they pride themselves on quality and innovation. Their goal is to produce the industrys highest quality CBD products using innovative production and manufacturing techniques. According to the founders, it's obvious why our CBD oil is the first choice for a wide range of people looking for natural support. From seed to shelf, we demand the highest level of care throughout the plants entire life cycle. CBD Md is dedicated to quality products manufactured using premium methods that are third party tested, vegan, nonGMO, THC free, and that provide a superior broad spectrum experience for users. Their best selling products at the moment are their CBD PM (Sleep Aid), their CBD Pet Products (PAW CBD) and their cbdMD Gummies and Oil Tinctures.

Learn more about CBD MD at https://www.cbdmd.com/

Questions: You represent the marketing team that has been charged with launching the cbdMD brand into the Canadian market.

1. What form of paid media would be best suited to cbdMDs initiative?

2. What form of owned media would be best suited to cbdMDs initiative?

3. What form of earned media would be best suited to cbdMDs initiative?

4. What regulations would you need to be aware of as you work towards launching a brand like cbdMD in the Canadian space?

5. Would you use outbound, inbound or an integrated marketing communication strategy? Why?