Scenario 8-1
You are owner of a 15-person advertising agency in a major market.You've been invited to pitch the Girl Powerz account, the largest female-only fitness center chain in the region, one that could quickly grow into a national franchise.If you land the account, it will be your biggest revenue producer by far.You'll be able to staff up, move to a nicer space, and buy some decent office furniture.It also will put you, personally, in a position to make a ton of money by selling out to a larger agency some day.Considering the importance of the pitch to Girl Powerz execs, you have decided to spearhead the pitch yourself.
-(Scenario 8-1) In the past, Girl Powerz has set sales objectives for its advertising.You feel that this doesn't take into account the overall complexities presented in the situation analysis.Therefore, you are recommending combining sales objectives with

Question

Quizplus · Accepted Answer

Combining sales objectives with communications objectives would allow for a more holistic approach to achieving the overall goals of the campaign. By including communications objectives, such as increasing brand awareness or improving brand image, the focus is not solely on increasing sales numbers. This can lead to a more effective and well-rounded advertising strategy. Ethnocentrism and self-reference criteria are not applicable in this context, and while marketing incentives could be a helpful addition, they do not address the issue of comprehensive goal-setting.

Scenario 8-1 You Are Owner of a 15-Person Advertising Agency in a in a Major