ABSTRACT
Jim Fuller is a media representative extraordinaire. He is knowledgeable about his product and your client, plus he is persistent without being a pest. Zoomra had been positioned as a motorcycle for weekend enthusiasts but now the company was making a big push into the youth market. This was based on the success of their recent X-Games motocross wins. However, Zoomra's advertising manager, his boss, the vice president of advertising, and the chief marketing officer are all on board with the new strategy. This new strategy has required a new media plan and your Zoomra media team have drafted a plan that consists of some teen publications as well as a strong online presence to support the effort. One of the changes to the plan involved dropping the publications that Jim Fuller represented in favor of new publications that offered better coverage of the new communications objective.
