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	August 5, 2009 The Right Media Mix To Reach UK Moms by Mary Beth Kemp with Kim Le Quoc, Christine Spivey Overby, Jean-Yves Lugo

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Executive Summary

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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