5-41. Explain the upcoming advertising program for Ben's Bug Out using the hierarchy of effects model. 5-42. Describe how the cognitive, affective, and conative components of attitudes would play into an advertising campaign for Ben's Bug Out. 5-43. Should Ben employ an advertising agency, or rely on his degree in marketing to create the ads for his new company? 5-44. Which advertising goals should Ben's Bug Out first pursue? Explain your reasoning. 5-45. Prepare a creative brief for the initial advertising campaign for Ben's Bug Out. Ben's Bug Out The pesticide control industry consists of a few major national companies in competition with numerous local firms. Services range from termite inspection and repair to complete protection, including threats from insects, rodents, and even opossums and bats. Ben intended to use his marketing skills and pest control expertise to build a strong client list. Song Pin/Shutterstock Benjamin Jones earned his college degree in business while working part time for a local pest control firm. He developed a close relationship with the owner, who encouraged Ben to found his own company in one of several growing cities nearby. The owner offered to help Ben with initial supplies and other forms of support. After a great deal of consideration, and an offer of financial assistance from his parents, Ben decided to launch his organization. The company would offer a full set of services, as the cities involved were located in South Georgia, where a wide variety of insects and other nuisance critters live, due to close proximity to rural areas. The best choice for beginning operations was in a growing city near Athens. The town did have one locally-owned pest control company; however, its owner was expecting to retire and close his business. The other primary competition for Ben's new business would come from Terminix and Orkin, two well-respected, highly visible pest control companies that feature advertisements on the local television channels in Athens as well as ads in the The best choice for beginning operations was in a growing city near Athens. The town did have one locally-owned pest control company; however, its owner was expecting to retire and close his business. The other primary competition for Ben's new business would come from Terminix and Orkin, two well-respected, highly visible pest control companies that feature advertisements on the local television channels in Athens as well as ads in the area newspaper, an internet presence, and through direct mail. The first challenge to the new company, Ben's Bug Out, would be to capture the attention of two sets of customers: homeowners and business building operators. Clearly, Ben would need to secure accounts from customers in both markets. Often homeowners were interested in one-time treatments for specific problems, such as mice or roach infestations. This group would need to be encouraged to sign longer-term contracts, such as one visit every three months throughout the year. Ben would need to make certain that his prices were attractive as compared to the larger national firms. Then he would work hard to ensure he and his two employees would develop positive relationships with homeowners, seeking repeat business as well as endorsements and referrals. Business building owners had often already signed contracts with larger companies. Some, however, had utilized the pest control company that would soon cease operations. Ben was able to secure a list of those firms from the operator who was leaving the industry. Another major target market would be persons and companies moving into the area. It would be a key achievement to have these individuals and groups consider Ben's Bug Out when the need for pest control would arise. Ben believed that the two key thoughts to place into their minds would be reliable, friendly service combined with high quality protection Often homeowners were interested in one-time treatments for specific problems, such as mice or roach infestations. This group would need to be encouraged to sign longer-term contracts, such as one visit every three months throughout the year. Ben would need to make certain that his prices were attractive as compared to the larger national firms. Then he would work hard to ensure he and his two employees would develop positive relationships with homeowners, seeking repeat business as well as endorsements and referrals. Business building owners had often already signed contracts with larger companies. Some, however, had utilized the pest control company that would soon cease operations. Ben was able to secure a list of those firms from the operator who was leaving the industry. Another major target market would be persons and companies moving into the area. It would be a key achievement to have these individuals and groups consider Ben's Bug Out when the need for pest control would arise. Ben believed that the two key thoughts to place into their minds would be reliable, friendly service combined with high quality protection