Card 42 / 204: Your toy store client has been in business for over 50 years. The company has consistently used a traditional media mix for their media plans. The company insists that you take the same approach in the plan you are currently developing for it. Is this a sound strategy?
A) Yes, because this approach has been effective in the past and should be expected to do the same in the future.
B) No, because a traditional media mix is ineffective.
C) No, because only one media vehicle should be selected for maximum effectiveness.
D) No, a multiplatform approach should be used, which will take advantage of new media and increase effectiveness of the campaign.
E) No, because this diverse mix will confuse consumers.

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