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

Question

Quizplus · Accepted Answer

The described process is most likely a marketing communication audit, where the advertising planner gathers all advertising and marketing communication by the brand and its competitors to assess the effectiveness of their messaging and brand positioning. The other options (media audit, semiotic analysis, brand experience audit, competitive analysis) may involve similar research, but the emphasis on collecting every possible piece of advertising communication suggests a marketing communication audit.

When Conducting a ________, the Advertising Planner Will Either Formally