'Mktg 2202 Midterm Review\r'

'Chp 1 * The promotional mix * ad * Sales Promotion * Public Relations * depend Marketing * internet marketing * personal interchange Chp 3 * Consumer Decision Making Decision map| Psychological Process| Need Recognition| demand| Information Search| Perception| Alternative evaluation| Attitude Formation| Purchase Decision| desegregation| Postpurchase Evaluation| Learning| * patsy Market and Target auditory modality * Target Market * The group of consumers toward which an general marketing program is directed. * Target Audience * A group of consumers within the target market for which the advertising campaign is directed. Target audience options: rossiter and percy perspective * distinguish loyal customers regularly buy the firm’s crossing * Favourable daub switchers buy focal brand but also buy others * Non-customers * juvenile catergory users customers not purchasing within a product category * Other brand switchers not systematically purchasing focal brand * Other brand loyals loyal to another brand Chp4 * The communications offsetFeedback Feedback reaction Response decoding decoding encoding Encoding Receiver Receiver subscriber line Message Channel Message ascendent/ vector Source/Sender chp4 1.Traditional Models a. Aida b. Hierarchy of effects c. Innovation adoption mildew d. Information processing exemplification 2. Response process models e. Standard learning model > learn/ finger/do f. Dissonance/attribution model >do/ feel/learn g. Low involvement model>learn/ do/ feel 3. cognitive reponse models h. Cognitive response approach-message/source/ad i. Elaboration likeliness model-central/peripheral Chp 5 * Dagmar Definition of Objectives * Target Audience * Benchmark and Degree of Change Sought * contract Time period * Concrete, measurable tasks * What affects sales? * engineering * Competition * The economy Advertising and promotion * ingathering quality * Distribution * Price Chp 6 * target system models * Salie nt Beliefs * Beliefs concerning specific attributes or benefits that argon activated and form the basis of an attitude * explicate over time * Differ across several(a) segments * Brand positioning Strategy * Relates to the intended type of a product or brand intercourse to a competing brand for a give warlike space as defined by legitimate product market or category characteristics Chp7 * Source The person involved in communicating a marketing message, either directly or indirectly Direct Source| Indirect Source|A spokesperson who delivers a message or demonstrates a product or service| Doesn’t actually deliver a message| Andre Agassi endorsing head tennis rackets| Draws attention to or enhances the appearance of the ad| | A model| pursuance the major idea Seeking the major idea Chp 8 * Creative effect Style * The way in which an advertising speak to is presented * Message Structure * The structure of a weighty message can influence its effectiveness * inclination Elements * The way in which components are place on the page or screen * Ad work Techniques Straight-sell / Factual| Animation|Scientific/technical demonstrate| Personality symbol| Demonstration| Imagery| proportion| Dramatization| Slice of life| Humour| testimonial| | Chp9 * Marketing Testing marking Ads Post-test of Print Ads Post-test of Print Ads * Reasons for and against measuring effectiveness * Reasons to measure * Avoid dear(p) mistakes * Evaluate Alternative Strategies * Increase Advertising capacity * Reasons Not to measure * Cost * Problems with Research * variation on what to test * Objections of creative specialists Chp 10 * Media tactical maneuver Decisions * Media Vehicle * Budget Adjustments * Blocking Chart * Media Strategy Decisions\r\n'