Scenario 8-3
After working as an account executive in an advertising agency for 20 years, you've decided you want to own your own business. You buy Springfield Hardware, a neighborhood hardware store, from a man who has owned and run the business for the past 52 years. He sells you the store and its entire inventory, but with one warning-he wasn't much on paperwork, so there won't be a lot of records to be found. You buy the store and begin to create your ad plan.
-(Scenario 8-3)You decide that as soon as you are financially able,you will hire an agency to put together an advertising plan for you.Unfortunately,you realize that even if you do hire an agency,you will still have to provide the agency with statements regarding:

Question

Quizplus · Accepted Answer

The value proposition and the marketing mix are fundamental elements that the business owner must define, as they are central to the brand's identity and marketing strategy. An advertising agency can help develop and execute an advertising plan based on these elements, but they need to be provided by the business owner.

Scenario 8-3 After Working as an Account Executive in an Advertising Agency