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GOING FOR GROWTH: TARGETING TODAY’S DIVERSE CONSUMER            1




               TABLE OF CONTENTS







                 I. Introduction                                                                         2


                 II. The Growth Opportunity Model                                                        4



                 III. Business Strategy                                                                  9


                 IV. Marketing Strategy                                                                  14


                 V. Media Considerations                                                                 19


                 VI. Creative Considerations                                                             24



                 VII. Measurement                                                                        28


                 VIII. Conclusion                                                                        29


                 IX. Credits                                                                             30


                 X. 2019 AIMM Membership                                                                 31
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