You and your colleagues have just been hired as the marketing team for an alternative music radio station that will launch in one month, targeting a core group of men and women aged 18–24. The general manager has asked you to develop the “ideal” media plan for launching the station. (For this initial draft, you may ignore budget concerns). Your challenge is to develop a highly innovative, carefully targeted plan for the first six months of operation, keeping in mind that too much exposure will turn away the alternative music crowd, but too little exposure will yield too few listeners. Assume that advertising will begin two weeks before the day of the launch. Where will you advertise? How will you time your advertising?

Questions to Consider:

· Do nontraditional media (e.g., text messages) invade privacy? “Commercial pollution”? Why or why not?

· When a campaign uses multiple media vehicles, how can you measure the effectiveness of each individually?