Advertising Methods

1. Define advertising.
2. Draw a diagram which represents the communication process. Discuss the various elements present in this
diagram.
3. Define Unique Selling Proposition (USP), scientific advertising, comparative advertising, reminder
advertising, institutional advertising, and direct-response advertising.
4. List three social criticisms or ethical concerns relating to advertising. Give an example of an ad that
you personally find ethically problematic and discuss the reasons for this. What is puffery and is it problematic
ethically?
5. Define consent decree and corrective advertising.
6. Discuss the role of the FTC, FDA and FTC in advertising regulation.
7. Briefly discuss the functions and roles of advertising agencies.
8. Discuss how hierarchy of effects models impact advertising.
9. What is the elaboration likelihood model? How does it impact advertising?
10. Define and discuss source credibility.
11. Are there any problems or issues associated with using sex and/or humor in advertisements? Briefly
discuss.
12. Differentiate between pretesting and posttesting. Make sure and discuss the methodology involved with
each.
13. Discuss the physiological measures which are used to assess a person’s reaction to advertising.
14. Briefly discuss the common budgeting methods in advertising.
15. Discuss sales as a measure of advertising efficacy.