A Case in POINT Do It Yourself Phil Taylor was disappointed with the results of the television commercials for his car dealership. The commercials were no dif- ferent from all the rest on TV, and very few customers were being enticed by them. He had always left the advertising copy deci- sions to Steve Farr, the sales representative at WATZ Television, because he felt that Steve had more experience in this area. Now he was won- dering if Steve was missing the mark. At his next meeting with Steve, Phil addressed the issue. "Steve, if you can't put some excitement into these commercials, I'm going to drop them and do something different. Why can't they be fun? Why do they have to show that boring guy droning on and on about great deals? Spark it up! I want my cus- tomers to be happy when they think about my dealership." "Phil, why don't you design your own ads?" Steve replied. "I'll help with the production techniques and make sure they look good. You know your business the best, and I think you need to get involved." Think Critically 1. Do you agree with Steve that Phil should design his own commercials? Why? 2. Give Phil some suggestions for writing ad copy. 3. How would you create a fun and exciting commercial for a car dealership