QUESTIONS
1.
Write an essay explaining what the field of advertising is and what concepts and/or ideas
have contributed to the field. Your essay should define what advertising is—what is included
in your definition, and what is excluded from it? Then, you should identify, describe, and
most important professional considerations are to the field and why
they should be considered the most important. By professional considerations I mean: (a)
strategy, (b) consumer research, (c) psychological processing of messages, (d)
copywriting/creativity in advertisements, (e) media buying and placing ads, and (f) ethics in
advertising. Make sure you give some kind of explanation for what constitutes importance.
Use examples to bolster your explanations.
(40 points possible)
YOUR ANSWER
: (Answers should be roughly 1-2 pages in length, double-spaced with 12-point
font and 1 in margins. You will be graded on substance rather than length. It will be difficult to
answer this question in less than 2 pages—i.e., filling space with non-essential information will
reduce your score