Chapter 06 – Account Planning and Research
Chapter 06
Account Planning and Research
1. (p. 152) Advertising research uncovers the information needed to make advertising decisions.
2. (p. 153) Pretesting and posttesting are categories of advertising research.
Chapter 06 – Account Planning and Research
Multiple Choice Questions
41. (p. 151) The _____ is perceived as a consumer advocate during the advertising planning
process.
42. (p. 151) The process of _____ requires that the establishment of long-term customer
relationships take precedence over the creation of ads.
