Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 1

The marketing team for Charles Schwab wants to develop an advertisement with the message theme that Charles Schwab understands the needs of individual consumers and can design an investment strategy to meet each person's particular needs. Which type of message strategy should Schwab choose Why Based on the message strategy chosen, which executional framework should the company use Why What type of source or spokesperson should Schwab use Why Would the type of media being used for the advertisement affect the message strategy choice Explain your answer.