Mktg 2202 Midterm Review

Chp 1 * The promotional mix * Advertising * Sales Promotion * Public Relations * Direct foodstuffing * internet market * personal selling Chp 3 * Consumer Decision Making Decision Stage Psychological Process involve Recognition Motivation Information Search Perception Alternative Evaluation Attitude Formation leveraging Decision Integration Postpurchase Evaluation Learning * Target Market and Target Audience * Target Market * The group of consumers toward which an overall merchandise program is directed. * Target Audience * A group of consumers within the taper market for which the advertising campaign is directed. Target audience options rossiter and percy perspective * bulls eye loyal customers regularly sully the firms proceeds * Favourable fool switchers buy focal shop but withal buy others * Non-customers * New catergory users customers not purchasing within a product category * Other brand switchers not consistently purchasing focal brand * Other brand loyals loyal to another brand Chp4 * The communications processFeedback Feedback Response Response decoding decoding Encoding Encoding Receiver Receiver pedigree Message Channel Message Source/Sender Source/Sender chp4 1.Traditional Models a. Aida b. Hierarchy of effects c. foundation adoption stick d. Information processing molding 2. Response process models e. Standard learning model learn/feel/do f. Dissonance/attribution model do/ feel/learn g. Low pursuit modellearn/ do/ feel 3. Cognitive reponse models h. Cognitive response approach-content/source/ad i. Elaboration likelihood model-central/ computer peripheral Chp 5 * Dagmar Definition of Objectives * Target Audience * Benchmark and Degree of Change Sought * Specified measure period * Concrete, measurable tasks * What affects sales? * Technology * Competition * The economy Advertising and promotion * Product quality * Distribution * Price Chp 6 * Brand Strategy models * Salient Beliefs * Beliefs concerning specific attributes or be nefits that are aroused and form the basis of an attitude * Evolve over time * Differ across various segments * Brand positioning Strategy * Relates to the intended image of a product or brand relative to a competing brand for a give competitive space as defined by certain product market or category characteristics Chp7 * Source The person involved in communicating a marketing message, either directly or indirectly Direct Source Indirect SourceA illustration who hit the sacks a message or demonstrates a product or service Doesnt actually deliver a message Andre Agassi endorsing head tennis rackets Draws attention to or enhances the appearance of the ad A model Seeking the major idea Seeking the major idea Chp 8 * Creative Execution way * The way in which an advertising appeal is presented * Message Structure * The structure of a persuasive message can influence its effectiveness * Design Elements * The way in which components are place on the pageboy or screen * Ad execution T echniques Straight-sell / Factual AnimationScientific/technical evidence character symbol Demonstration Imagery Comparison Dramatization Slice of life Humour testimonial Chp9 * market Testing Print Ads Post-test of Print Ads Post-test of Print Ads * Reasons for and against measuring effectiveness * Reasons to measure * Avoid costly mistakes * treasure Alternative Strategies * Increase Advertising Efficiency * Reasons Not to measure * Cost * Problems with Research * Disagreement on what to test * Objections of creative specialists Chp 10 * Media Tactics Decisions * Media Vehicle * Budget Adjustments * Blocking Chart * Media Strategy Decisions