ADV 5605 Account Planning

Examples of questions for exams:

1. What is account planning in advertising? What is it supposed to accomplish?
2. How has the structure of ad agencies changed since the introduction of the account planning function?
3. Are research and account planning the same functions in and ad agency?
4. What are the attributes that account planners need to have?
5. What are the differences among planners who are “ad tweakers,” “storytellers,” and the “grand brand strategist?”
6. Advertising is not the answer to all marketing problems. What are the realistic roles that advertising can have?
7. What are the ‘Five Ways’ in which advertising works? Describe each.
8. What is the difference between and advertising objective and an advertising strategy? Provide an example.
9. What are the different steps that need consideration for the formulation of advertising objectives and a strategy?
10. What is the role of briefs in the creative process?
11. What are typical components of creative briefs?
12. What is a creative briefing? What is it for? How would you conduct one?
13. According to Steel, what should the brief and briefing be like?
14. Describe ways in which creatives get ideas?
15. Describe how account planners need to consider the role of research in their work.
16. How can advertising research go wrong?
17. What are Steel’s recommended approaches in planning and executing research?
18. What are creative activities that can lead to successful advertising ideas?
19. What is the example of a wrong question in advertising research?
20. What do creatives want from a brief, and the creative briefing?
21. What does creative development research need to address? Why/how are these separate components?
22. According to Steel, what are some of the perils and issues in researching rough creative ideas?
23. When do you conduct qualitative research and when quantitative for creative development?
24. Comment on the statement that “numbers don’t lie.”
25. What is creative pre-testing? What are key measures used in creative pre-testing?
26. What are common ways to evaluate advertising campaigns?
27. How is media planning and account planning similar and different?
28. What was the traditional conception of media planning and neutral media planning?
29. In international account planning, discuss globalization vs. localization.
30. How can account planning benefit industries outside of advertising?
31. Describe the uniqueness and planning inspiration of campaigns like “got milk?” and the Norwegian Cruise Line.