While any given advertisement for a product may focus on only one or a few purchasing motives, the advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives. advertising campaign needs to cover all the important purchase motives of the target market $.$ advertising campaign should focus more on manifest motives since they always have a stronger influence on purchase decisions and overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives. overall campaign should attempt to position the product in the schematic memory to correspond with the target market's purchase motives and advertising campaign needs to cover all the important purchase motives of the target market $.$