Download Review for Exam 1

MKT 3520 MIDTERM I
REVIEW GUIDE
Introduction
Moriarty Ch. 1
Definition of advertising and IMC (p. 7, 9, 25)
Key concepts/components of advertising (p. 9-10)
Roles of advertising (p. 12-13, table 1.1)
Characteristics of effective ads and the role of marketing objectives (p. 26)
The key players of advertising (p. 14-19)
Types of advertising (p. 13-14)
Class Discussion
What is IMC? How is it different from traditional promotional approaches?
IMC tools:
Advertising
Direct marketing
Publicity
Public relations
Marketing and Communication Strategy
Moriarty Ch. 2
The marketing concept (whole section: p. 36)
The marketing plan and process; the marketing mix (p. 43-48)
Advertising’s role in the marketing plan
Product differentiation and positioning
Segmentation
Ad agencies: whole section (p. 50-56)
Class Discussion
Objective of the segmentation process
Segmentation variables:
Psychographic
Geographic
Demographic
Positioning
Definition
Elements of the positioning statement
Point of difference creates value
Product and Pricing as communication tools
IMC players
Ethics
Class Discussion
The IAE ethical principles
Application of principles
Consumer Behavior
Moriarty Ch. 5
Consumer behavior (p. 131)
Cultural and Social Influences on consumer decisions (p. 131-135):
Culture: values, core values
Social class
Reference groups
Family vs households
Demographics
Psychological influences that motivate consumers (p. 140-143):
Perception
Cognitive dissonance
Attitudes (+ definitions from class notes)
Psychographics
Decision Processes (p. 149-150):
Low/High involvement (see fig. 5.6)
Steps in the process
Segmentation and Targeting (p. 151-157)
Segmenting definition
Undifferentiated strategy vs. Market segmentation
Target segment
Class Discussion
Motivation: Discovering latent purchase motives (ZMET)
Stages in the consumer decision process
Sources of problem recognition
Exposure
Attention
Factors that influence attention (stimulus, situational, individual)
Stimulus factors as described in “What’s Wrong with Dot.Com Ads?”
Subliminal ads: could they work? In what situations? With what consequences?
Short-term vs. long term memory
Activities that take place in short term memory and their effect on long term memory
The Resource Matching Theory, definitions, think through examples.
The consideration set: what brands are more likely to be included?
Schemas and scripts: definition
Schema richness and recall ability
Multiattribute models of attitudes
How can multiattribute models be used to formulate advertising strategy?
Affective versus cognitive routes to attitude formation. When do consumers use them?
Mere exposure
Can intentions predict behavior/purchase?
Measures of ad effectiveness at each step of the decision process