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Answer to #1
Message strategies and decisions most often are the joint enterprise of the companies that advertising (the clients) and their advertising agencies. In general, advertisers have three alternative ways to perform the advertising function: use an in-house operation, purchase advertising services on an as-needed basis from specialized agencies, or select a full-service advertising agency.
Maintaining an in-house operation necessitates employing an advertising staff and absorbing the overhead required to maintain the staff's operations. This arrangement is unjustifiable unless a company does a large and continuous amount of advertising.
Advertisers can purchase advertising services a la carte. That is, rather than depending on a single full-service agency to perform all advertising and related functions, an advertiser may recruit the services of a variety of firms with particular specialties in creative work, media selection, production, advertising research, and so on. Advantages include the ability to contract for services only when they are needed and potential cost efficiencies. A disadvantage is that specialists (so-called boutiques) sometimes lack financial stability and may be poor in terms of cost accountability.
Full-service agencies perform at least four basic functions: (1) creative services, (2) media services, (3) research services, and (4) account management. Advantages include acquiring the services of specialists with in-depth knowledge of advertising and obtaining negotiating leverage with the media. The major disadvantage is the loss of control over the advertising function.
Answer to #2
b
Answer to #3
Advertising management is the process of creating ad messages, selecting media in which to place the ads, and measuring the effects of the advertising effects. Thus, the process consists of three sets of interrelated activities: advertising strategy, strategy implementation, and assessing ad effectiveness. Advertising strategy formulation involves four major activities: (1) setting objectives, (2) devising budgets, (3) message creation, and (4) media strategy. Strategy implementation deals with the tactical, day-to-day activities that must be performed to carry out an advertising campaign. Finally, only by evaluating results is it possible to determining whether objectives are being accomplished.
Answer to #4
a
Answer to #5
Advertising's functions include:
1 . Informing. One of advertising's most important functions is to publicize brands. Advertising makes consumer aware of new brands, educates them about a brand's distinct features and benefits, and facilitates the creating of positive brand images. Another valuable information role is teaching new uses for existing brands, called usage expansion advertising.
2 . Influencing. Effective advertising influences prospective customers to try advertised products and services by influencing primary demand (i.e., demand for a product category) and secondary demand (i.e, demand for a company's brand).
3 . Reminding and increasing salience. Advertising keeps a brand fresh in the consumer's memory. Advertising increases salience, increases interest in mature brands, and influences brand switching.
4 . Adding value. Advertising adds value to brands by influencing perceptions.
5 . Assisting other company efforts. Advertising is just one member of the marcom team. At times its primary role is to facilitate other marcom efforts.
Answer to #6
a
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