Final Exam Study Guide
Likert scale
outside in and inside out planning
objectives of packaging
p-o-s materials, backcards, displays
reach, frequency, gross rating ponts (relationship between)
place-based media
how media relates to creativity
DDB Needham Personal Media Network (concept)
seasonality in media planning
relative advantages/disadvantages of : radio, tv, newspapers, magazines, etc.
why do we evaluate advertising compaigns ?
soft versus hard objectives
DAR testing, Britt's Psychological Model for Communicating
aided versus unaided recall
advantages of utilizing concurrent measuremnt vs posttesting
Starch measurement scores
importance of adequate sample size
guidelines for making presentations to management
triers, trial-rejectors, non-triers
push versus pull marketing strategies
trade deals, cash cows
micro versus macro economics
index numbers (high/medium/low)
three basic forms of communication
limatations of research
VALS versus demographic data
Simmons, NPD, Nielsen, SAMI, IRI
methods utilitzed to determine ad budgets
clutter barrier
target market versus target audience
production versus consumer orientation
product benefit calculation
Maslow's hierarchy of needs
opinion leaders
difference between marketing and advertising objectives
behavioralist approach
evoked set theory
elements of marketing and promotion mix
Warner's social class theory
product life cycle; stages and implications
how primary differs from secondary research
need and gap analysis
elements of a situation analysis
high versus low involvement categories : implications for advertising
borrowed interest