Axe, a Brand of Male Grooming Products Targeted at Males

Axe, a brand of male grooming products targeted at males aged 18-24, focused its marketing mix on creating a Web presence before launching a more traditional advertising campaign that included television advertising. The decision to focus on the Web at first was based on ________.

A) the reach of the Internet among the general population
B) the hope of securing more easily measurable data from viral marketing
C) the target's level of familiarity with the media
D) the high CPM of network advertising
E) the ineffectiveness of using broadcast to reach mass markets