Final answer:
The most effective media type for the Holsch Company to raise awareness of their award would be social media, as it allows for targeted messaging and reaches a broad and technologically savvy audience at a lower cost compared to traditional media like television.
Step-by-step explanation:
Considering the Holsch Company's goal to raise nationwide awareness for their award-winning line of products and the CEO's willingness to finance a creative campaign, the most effective media type would likely be social media. This medium is particularly successful because it reaches a broad audience, including both younger and more technologically savvy demographics, at a lower cost compared to traditional mass media. Furthermore, the use of social media and the Internet provides opportunities for targeted messaging, thus ensuring that the advertisements reach those most likely to be interested in the Holsch line of products.
Despite the reach and sophistication of television advertising, the shift in consumer behavior and media consumption patterns, as indicated by the decline in traditional television viewership and the rise of digital platforms, suggests that social media would be a more future-proof strategy. Moreover, the Internet's ability to engage a more educated and professional audience also aligns with the type of recognition associated with a prestigious award. Therefore, the winning approach would blend innovation with the expanding influence of digital platforms, embodying the CEO's directive for an 'outside-the-box' campaign.