Chapter 13, Commenting on Olympus Media Plan.
I can’t imagine the cost of advertising at the largest events of the year. Although a camera has a broad appeal, there are features of the camera that do not apply to all people. I did not see any 1:1 segmenting or targeting for the message. I was all a shot gun approach. All things considered equal, if cost was not an issue and Olympus wanted to hit the public in all areas, they did it right. The right timeslots with the biggest events. It all gets back to budgets and expenditures at the launch.
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