August 5, 2009

The Right Media Mix To Reach UK Moms

This is the third document in the "Driving Consumer-Centric Media Strategies" series.

by Mary Beth Kemp

with Kim Le Quoc, Christine Spivey Overby, Jean-Yves Lugo

Executive Summary (This is a document excerpt)

Moms, as influential household decision-makers, have always been desirable targets for many advertisers. Yet, they're not that easy to reach. They do favor television in their spare time but also tend to demonstrate rather complex media behaviors. To engage with this key target group, marketing leaders should use digital media — and especially social media — to create a continuous consumer purchasing journey, from awareness to purchase.

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