Question: 1. You have recently been promoted to be director of advertising for the Timkin Tool Company. In your first meeting with Mr. Timkin, he says, "Advertising is a waste! We've been advertising for six months now and sales haven't increased. Tell me why we should continue." Give your answer to Mr. Timkin.
2. A large life insurance company has decided to switch from using a strong fear appeal to a humorous approach. What are the strengths and weaknesses of such a change in message strategy?