Marketing Chapter 16 Test Review
Name:
1. Why is brand advertising so important? What is the most important thing a brand advertisement
can establish?
2. What are the key responsibilities of the following Marketing positions:
a. Account Executive
b. Account Planner
c. Media Planner
d. Art Director
e. Copywriter
f. Creative Director
g. Producer
3. What is the difference between Product Advertising and Brand Advertising?
4. What are the three objectives that advertisers specify in part one of the advertising plan?
5. What are the different ways to determine an advertising budget and which does the book say is
the best?
6. What are the 7 different types of media? Give an example of a good use and a bad use of each
type.
7. What is the difference between the media type and the media vehicle? Give an example of
each.
8. What are the 7 types of creative formats and give an example of each.
9. Which people listed in the chapter are/can be involved with the production phase of the
advertising process?
10. Who regulates advertising?
11. What is the difference between qualitative and quantitative research? Give an example of each.
12. What are the three actions that can be taken if an advertisement is judged to be dishonest?
13. What is the main point of each type of advertising?
a. Product advertising
b. Brand advertising
c. Corporate advertising
14. What are the four different approaches to setting up an advertising budget? Explain each.
15. What are the five characteristics of media types that should be taken into consideration when
choosing the method to use? Explain each.
16. What is pass-along rate and what media is it used for?
17. What is it called when an advertisement has lost it’s effectiveness?