You are working in an advertising agency and are in charge of coming up with a media plan for your client, Unilever, because they are launching new Ben and Jerry's Ice cream flavour, Strawberry Surprise. Ben & Jerry's is always experimenting with new and exciting flavors to keep fans on their toes, and their latest concoction is finally available in stores across Canada. The new limited edition Strawberry Surprise flavor features their classic vanilla ice cream and is packed with real strawberries and sweet strawberry jam swirls.

The slogan is "Strawberry Surprise your Tastebuds".

Your budget is: $500,000. Note, you do not need to spend all of it. Your target consumer is: Women, aged 25-45, high-income, Canadian, live in urban areas such as Toronto. You may use choose from these categories:

Print Media

TV

Radio

Out-of Home

Interactive Media

1. Give two specific examples of specific types of advertising you would NOT use for your target segment and explain why. (6 marks)

2. Explain what might happen if the advertisements did not have a consistent look? (2 marks)