Planning Casebook

Biggam, Jenny
February 2009
Media Week;2/3/2009, Issue 1194, p19
Trade Publication
The article describes the marketing strategy developed by 7Stars for Fish4Jobs, a jobs website, whose targets are those within the 16-24 age bracket. It is mentioned that 7Stars conducted test campaigns using the radio as its medium for advertising Fish4Jobs since the target age group was less likely to be online and does not use laptops or blackberries. Results showed that radio advertisements drove the campaign efficiently. It was noted that active job seekers heard about the website over the radio and sought jobs through the Fish4Jobs website.


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