What media outlets were the focus of the 84 Lumber campaign and why?
What will be an ideal response?
The campaign did not have the luxury of time or resources; it had only two PR people working on the account at the time. Its approach had to be focused, agile, and efficient. Therefore, it chose to spend its time on the top-tier media outlets in each of its target categories--marketing trade publications, human resources trade publications, mainstream nationwide news media, and local Pittsburgh news media--and then use the coverage of the ad in those outlets to drive additional coverage elsewhere.
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What will be an ideal response?
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