Aligning Advertising Strategy with MarketingScentsy's marketing and advertising strategies are related, but not the same. The advertising strategy is made up of tactics and methods that Scentsy will employ to implement the marketing plan. Strategic advertising plans include promotional efforts to raise awareness about the company and its products. Once the Scentsy consultant has created awareness about the product, they will then be able to use the various advertising mediums and channels necessary to effectively communicate the message to customers. Scentsy has very strict guidelines on how a consultant can promote and advertise. They do this to ensure that each consultant stays true to the company's core values ​​and mission statement, which is "To bring value to the world by providing a cutting-edge, family-friendly business opportunity, selling creative, artistic and high quality products. that warm the heart, enliven the senses and inspire the soul (Scentsy Inc., 2012, p. 1). Scentsy is a member of the Direct Selling Association and follows its ethics and core values ​​to sell and market its products. Each consultant must adhere to these practices to ensure that advertising remains consistent with Scentsy's marketing objectives (Direct Selling Association, 2013). ).Measuring Advertising EffectivenessAdvertising for Scentsy can be a valuable way to get the word out to the consultant's community. Measuring the effectiveness of advertising will tell the consultant whether their advertising is paying or not. Since Scentsy is a direct sales franchise, the consultant is responsible for their own advertising. To measure effectiveness, the consultant uses several forms of data. Each consultation...... middle of paper ......ha high quality product at a lower price margin than expected. (Scentsy Inc., 2013)ReferencesBruce, T. (October 16, 2013). Scenty Sales Advisor. (T. Jennings, interviewer) Winter Park, Florida. Retrieved October 16, 2013. Direct Selling Association. (2013, November 5). Research Services Center. Retrieved November 5, 2013, from Direct Selling Association: http://www.dsa.org/Scentsy Family. (November 18, 2013). our business. Retrieved from Scentsy.com: http://scentsyfamily.com/scentsy-company/scentsy-story.aspxScentsy Inc. (March 2012). Policies and procedures. Retrieved from Scentsy: https://imagelive.scentsy.com/CMSImages/files/Resource%20Library/Scentsy,%20Inc.%20Documents/US%20PP%20Revisions%20FINAL_v3_MAR_2012.pdfScentsy Inc. (2013). Fast facts. Retrieved November 19, 2013 from Scentsy fragrance: http://scentsy.com/about-scentsy-fragrance/fast-facts