When conducting a ________,the advertising planner will either begin an assignment by collecting every possible piece of advertising and other form of marketing communication by the brand,as well as its competitors' communication and other relevant categories.

Question

Quizplus · Accepted Answer

The activity being described here is a marketing communication audit, which involves collecting and analyzing all marketing communication by the brand and its competitors. A media audit would only focus on advertising channels, while a brand experience audit would focus on the overall experience of interacting with the brand. Semiotic analysis would focus on decoding the meaning behind symbols and signs used in advertising, and a competitive analysis would only focus on the brand's competitors.

When Conducting a ________,The Advertising Planner Will Either Begin an Assignment