AD Ch. 6 The Advertising Development Process

This is the first of the nine steps of the advertising process.

Problem definition

Conduct ____ to understand the problem and understand the consumer.

Research

According to the chapter, this is written to explain to creative development teams what needs to be accomplished and how.

A communications brief

____ generally work inside an agency exclusively and not necessarily with clients. Developing work plans and choosing staff to complete objectives on times and on budget or primary tasks of their jobs.

Project managers

What is NOT included in the chapter as one of the main categories within which an advertising agency generally performs its work?

Public relations planning

Roughly ____ percent of an agency's personnel will be allotted to support groups.

20

According to the chapter, ____ departments make sure ads get to the correct media vehicles on time.

Traffic

Which step of the advertising process occurs after a concept has been presented by the creative team and approved, and includes the concept being made into actual ads for all the chosen media vehicles?

Production

Which step of the advertising process occurs immediately before the final step, Running the Advertising and Evaluating Effectiveness?

Testing

T/F: Making adjustments in order to maximize the return on investment (ROI) is part of the final step of the advertising process.

True

T/F: A company usually has both project managers and account managers.

False

T/F: According to the chapter, search specialists understand how to maximize impact by affecting how high company content will rank on search result pages.

True

T/F: The Objective and Strategy Development step of the advertising process comes before the Research step.

False

T/F: According to the chapter, a communications brief is different than a creative brief.

False

T/F: As the importance of media planning has grown, more agencies are adding media back inside the advertising agencies themselves.

True