Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 26

Part of a communication marketing analysis includes understanding the media usage habits of consumers and their attitudes toward various media. An excellent source of information in Canada is the Media Awareness Network at www.media-awareness.ca. Review the types of information available at the Web site. Examine the news articles. What type of information is available at this Web site and how could it be used in developing an advertising campaign