ic business plan that deals with the broadest decisions made bythe organization. Next advertisers have marketing strategies that willidentify key advantages for the product or firm in the marketplace. Lastly there are advertising strategy decisions that are made which arecrucial to all advertising situations. Advertisers must set objectives andidentify the target audience. The advertising product must be comparedto competing products features. The product must be position so it iswelcomed in the marketplace by consumers. Finally the advertisersmust create a brand image and personality for the product. These are all key considerations for the advertising strategy. Targeting an audiencefor the product I feel is the most important. These audiences areequivalent to a target market, but often includes people other thanprospects, such as those who influence the purchase. Once the targetaudience is defined this lets the advertising planner zero in on the mostresponsive audience. IV.Page 265 Question #5# 5.Identify how the creative use of emotion can enhance each operation. Perception: In the text there is a great example of how the L.A. CityFire Department got their message across that fireworks are dangerous. Their billboard shows the image of a child’s hand missing one finger dueto a fireworks related injury. The message here is personal andconveyed by the consumers that this could happen to someone in theirfamily or to them personally. Awareness: Most people want to read information or news that isrelevant to themselves and things they care about. Advertisers createads to bring out this emotion in consumers. I remember the billboard ada few years back concerning N.A.F.T.A. These billboards didn’tconcern every person or every worker. The NAFTA situation onlyinvolved a percentage of workers. But these ads brought the attentionto everyone who wanted to know more or thought they could help. TheNAFTA ads broug...
