Scenario 8-1
You are owner of a 19-person advertising agency in a major market. You've been invited to pitch the Girl Powers 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 money by selling out to a larger agency someday. Considering the importance of the pitch to Girl Powers execs, you have decided to spearhead the pitch yourself.
-(Scenario 8-1)In the past,Girl Powers has set sales objectives for its advertising.You feel that this doesn't take into account the overall complexities presented in the analysis.Therefore,you are recommending combining sales objectives with:

Question

Quizplus · Accepted Answer

Combining sales objectives with communications objectives would be the best approach for advertising Girl Powers. This would allow for a more holistic approach to advertising, taking into account not only sales objectives but also the messaging and branding goals of the campaign. Ethnocentrism and self-reference criteria are not relevant to this situation, and while marketing incentives may be useful, they are not a comprehensive solution on their own.

Scenario 8-1 You Are Owner of a 19-Person Advertising Agency in a in a Major