What prevents a perfectly competitive firm from seeking higher profits by increasing the price that it charges?
C H A P T E R 1 2 Make the Message Sell: SS+K Ensures that All Components Tell the Brand Story FIGURE 12.1 Two Months to Launch! You’ve done your homework. You understand your audience, you’ve identiﬁed the objectives and strategy for your campaign, and you know what media you’ll use to reach your target consumers. You’re almost there—but you’ve still got to decide how to say what you want to say. Should you focus on reason or appeal to the heartstrings Should you spell out the arguments or show visually why your idea, product, or service is worth a serious look Sometimes a picture is worth a thousand words; other times it’s just a pretty picture. Usually, you need both words and images to