1.Edwin L. Artzt, former chairman and CEO of Procter & Gamble, draws an analogy between exercising and advertising. Explain the meaning of this analogy, particularly in reference to brand equity.

2.Explain the criteria that good advertising objectives must satisfy.

3.Explain the differences between the traditional view (thesis) and the alternative approach (antithesis) for having sales represent the advertising objective. Explain which view you support.