Advertising Policies

 

 

 

1. Go to the website for Advertising Age at adage.com, and read a current article to summarize in your own
words. Write a two-sentence summary, and be sure the summary stresses what the article has to do with
advertising. (Some articles may be about media trends or advertising personnel moving from one agency to
another, so avoid these.) Along with your summary, state the article’s date and headline. People who are not
subscribers to Advertising Age can see only a limited number of articles (usually seven) per month, so if you
become interested in articles you are not going to write about, read them after you read the one for this
assignment.
2. Now go to the site for Adweek at adweek.com, and read a current article to summarize in your own words.
Write a two-sentence summary, and be sure the summary stresses what the article has to do with advertising.
(If it has nothing to do with advertising, find another article to summarize.) With your summary, state the
article’s date and headline.
3. Look at the overall content (not just the content of the articles you summarized) of Advertising Age and
Adweek, and then write two sentences or more about which one of these two websites you think people who
work in advertising would find more interesting and why.

Sample Solution

While a set of frameworks complement and build on each other, the delineation of the concept focuses heavily on vertical versus horizontal dimensions in a time-sliced fashion. That is, time dimension in accountability has not been of primary importance. However, it is worth noting that the time dimension is closely interrelated with a series of conceptual distinctions made in previous literature, and it may cover complementary aspects of the question concerning two sequential lines represented by administrative responsibility versus political accountability. First, the positioning of accountability actors depends on the time dimension. Civil servants usually have longer terms to serve the public interest over the long term. At the same time, they are responsible to the elected representatives of the public who tend to have “a limited time horizon” and “prefer policies that yield tangible benefits for constituents in the near term” (Posner, 2004: 137). For this reason, the priorities expressed by elected officials may be far more related to short-term issues and temporal problems instead of long-term solutions, whereas the long-lasting forms of civil service personnel would prioritize sustainable solutions to secure a long-term perspective of the citizens, both current and in the future. Second, the time frame is essential to distinguishing between two main streams of accountability. Accountability mechanisms focus predominantly on retroactive accountability for the past outcomes, while accountability as a virtue takes a proactive approach to ensuring ethical behaviors in the future. The timeline is also useful to distinguishing between ex ante accountability of the decision-making process leading up to the decision and ex post accountability where the results available from the decision already taken or where questions of compliance are identified and addressed. In other words, ex ante accountability refers to being accountable for the decision before an administrator act, while ex post accountability is suggestive of situations where administrators are accountable for the outcome of their decisions. For example, the focus of traditional bureaucratic administration is very much

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