You are an Account Manager at an advertising agency. Your client is the Adelaide Symphony Orchestra. They have a small marketing team with no one specialising in advertising. They want to understand how advertising works and what it could do for their organisation. Construct a response to this request covering the following :

• Explain how advertising works, drawing on relevant theory and key studies.
• Applying the knowledge of how advertising works, discuss what it means for Adelaide Symphony Orchestra's campaign strategy concerning 1) message, 2) creative (including brand presence), and 3) media plan. You may use examples to help illustrate your points.