Solution:: It was iD CommunicationsÕ opinion that the proper frequency needed to ascertain sufficient market awareness could not be obtained with the existing media plan and budget. A new media strategy and campaign had to be devised. It was decided that rather than purchasing large chunks of advertising placement a media buy consisting of consecutive page 1/3 page ads would be more cost-effective to gain market awareness. The new strategy was quickly implemented. The overall theme was one that emphasized the appealing design of the product, layered with compelling imagery and inspirational copy, evoking an immediate emotional connection between the target consumer and the product. [ read on ]: