Form into teams and devise a campaign for a brand using one of the seven advertising objectives discussed in the chapter (increase awareness, change consumers’ beliefs, influence purchase intent, stimulate trial use, create repeat purchasers, cause brand switching, increase sales). What messages and themes did you use to achieve your objective? How did the advertising objective guide the planning process for your group? Present your idea to the class and let others judge the ad’s effectiveness as it relates to your chosen objective.

Working in the same teams, identify potential placement and promotional opportunities that could be part of the media plan for a Monster.com campaign.