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Purpose of the Comprehensive Final Exam
Provide a solid foundation and understanding of what advertising is
- how it works (the Research, Media Planning, and Creative practice)
- and why it works (persuasion and consumer behavior influences)
Develop and enhance critical thinking skills
Understand how advertising fits within marketing
Discover what people do and how they do…know jobs and career opportunities.
Chapter 1: Intro to Advertising
Know the types of ads
- delayed vs. direct response
- primary vs. secondary
- Corporate or institutional
- Private label
- and others
What is advertising's role in the economy?
Chapter 2: The ad industry
Know the various job responsiblities (refer to your quiz)
Full service vs. creative boutiques
- A creative boutique can specialize in creative ad production, but also market research, internet
development, etc.
Chapter 3: History
How has advertising evolved over the years?
Influences on the advertising industry
Chapter 4: Ethics and Regulation
Be ready for questions on Social benefits vs. drawbacks
- – If you were
in a heated debate about advertising and had to defend the industry, what would you say?
Who is charged with regulation of advertising and advertisements?
Know the definitions of: (appx. 10 questions)
- Affirmative disclosure
- Substantiation
- Consent order
- Cease-and-desist
- Corrective advertising
Know what is said about advertising enjoying First Amendment protection
Chapter 5: Consumer Behavior (appx. 17 questions)
Definitions regarding: (about
15 definitional questions)
- ABCs of attitudes
- ELM and other theories of persuasion (8 or 10 questions)
Influences on consumer behavior
- what is the best predictor of our purchase behavior for cars, toothpaste and cleaners?
- Parental/household use, a social influence
Habits versus Brand loyal purchases
Nonrational decisions vs. rational decisions
Chapter 7: Research
qualitative vs. quantitative research
Experimental and Exploratory Research
What is advertising research? What does it involve?
Chapter 14: Media Planning
Definition of media.
Definitions of:
- Reach
- Gross impressions/gross rating points
- CPM
- Aperture
Sources used to identify audiences
What is
involved in making media planning decisions?
BDI/CDI relationships
Chapters 15 - 19
Major task of newspaper
Top local media
What is sales promotion?
- Pull vs. push strategies
- Why do advertisers rely on sales promotion?
Direct marketing differs from marketing
- Function of direct marketing
Emerging support media vs. nontraditional media
Function of public relations
Chapter 11 - 13: Creative and Message Development
Questions will focus on your ability to identify the objective/method relationship
What is the big idea?
DMessage Appeals and Objectives
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