Problem 1) Hierarchy-of-effects: This case provides a good example of a situation in which an IMC campaign must take the audience(s) through each level of the hierarchy-of-effects (awareness -> knowledge -> liking -> preference -> conviction -> action). Match the media executions described in the case to the hierarchy-of-effects level that each would best achieve.
(Example: Awareness -> Poster on the side of a bus; billboards...)
Problem 2) How did Fleet and/or MFA measure the effectiveness of each phase of the hierarchy-of-effects?
Problem 3) How would you update this IMC campaign if you were in charge of it today?