_What is brand concern?_
If you spend the same amount advertising two products, one with
high brand concern and another with low brand concern, the
overall rating of the former one increases faster.

_So much data about advertising, I'm confused_
Pay attention only to the "Rating Points" and "Daily Frequency"
and ignore the rest. They are the two most important advertising
numbers. They are shown on the info-box of the advertising unit,
denoted by the letters "R" and "F", respectively.

_What are the rating points?_
The rating points tell the size of a medium's audience. Always try
to select a TV station or a newspaper publisher with high rating
points.

_What is the daily frequency?_
The daily frequency tells now many times a target audience
is exposed to an advertisement in a day. If you increase your
advertising spending, you get a higher daily frequency.

_How is brand rating determined?_
The brand rating of a product is determined by its brand
awareness and brand loyalty. Advertising a product increases
brand awareness but not brand loyalty.

_How is brand loyalty determined?_
Brand loyalty is affected by brand awareness, product quality, and
brand scope.

_Brand awareness and brand loyalty_
Higher brand awareness means more people will try the product and
the rate at which brand loyalty can increase is faster.

_Product quality and brand loyalty_
Customers are loyal to a brand only if the brand's products
have consistent high quality.

_Brand scope and brand loyalty_
If you are exercising a range brand or corporate brand strategy, a
brand covers a variety of products. Consumers will doubt
your corporation's devotion to that product and will not
easily become loyal to the brand.

_How can I change my brand strategy?_
To change the brand strategy, call up the "Corporation Detail
Report" and go to the "Brand" section.

_I want to know more about these concepts_
For detailed explanations, see the "Brand" and "Advertising"
sections of the manual.

_I understand now, what's next?_
If you are clear about these concepts and are ready to move on,
select "Next Game" in the instructional game menu.
