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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