Discuss the role of a brand in advertising.

| December 30, 2014


Answer 10 out of the following 15 essay questions.  You do not need to write complete sentences, however if you use bullets then please bookend your discussion so I can identify what you are talking about.  Be concise but also complete.  All answers may be found in the book or notes and your own thinking.  Plan to write about ½ page per answer, thus 5 pages for the entire exam. Paste the answers into an e-mail and send it to me so that I may receive it no later than

1.    List and discuss the major contributing factors that led to development of modern advertising in the United States.

2.    Discuss the role of a brand in advertising.

3.    List and discuss major developments in society and technology that have effected the growth, development, and challenges of advertising in the twenty-first century.

4.    Discuss what advertising does for society.

5.    Describe what the advertising spiral does for the advertising manager that the product life cycle doesn’t.

6.    Define the term “brand” and explain what prompted development of them.

7.    There is a somewhat simplistic definition for “competition”; however, realistically the concept is complex.  Discuss what actually comprises competition.

8.    Explain what a full-service agency is and how it proceeds once it has been assigned a new product or service by its client.

9.    Discuss briefly the essential components of persuasion.

10.    What is a media plan, and what are its key general categories?

11.    Explain some of the issues about TV networks and their relationship to conglomerates.

12.    Compare and contrast network radio and network television and what they offer affiliates.

13.    Provide a brief profile of newspapers in the United States, highlighting circulation, the reader, and the advertising revenues and their source.

14.    List the major categories of “outdoor” advertising and then discuss copy and color considerations for each

..15.    Distinguish the roles of research for marketing and for advertising.



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