Ch. 12 - Review for Chapter 12 (Advertising) In class, we...

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Review for Chapter 12 (Advertising) In class, we talked about "graffiti" advertising being found on the walls of what historic city? Pompeii For advertising to exist--or need to exist--what does a society need to have besides mass media like newspapers? (p. 280) a plentiful economy Why is advertising more important in democratic societies and less important in authoritarian societies? (p. 281) there is an emphasis on individuality What is an advertising agency, and what do creative directors, account executives and media buyers each do? an agency that design and produce advertisements and choose which media the advertisement will run; creative directors-key person in ad campaign; account executives-agency reps to clients; media buyers-decide where to place ads. How do advertising agencies make money? How has the compensation system changed between the 1980s and now? They would charge a standard rate, a percentage of the total outlay for space or time; in an effort to cut costs the standard 15% changed and now the compensation is negotiated. What is a "brand manager" and who employs them, the ad agency or the company that
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This test prep was uploaded on 03/26/2008 for the course JL MC 101 taught by Professor Mack during the Fall '08 term at Iowa State.

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Ch. 12 - Review for Chapter 12 (Advertising) In class, we...

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