Mid-Term Study Guide


ADV 311
Web Section
Spring, 1998

trade deals
push and pull marketing support
trial rejectors
advertising as an investment
evoked set theory
market share
category
Maslow's hierarchy of needs
marketing mix
positioning
product life cycle stages and characteristics
need and gap analysis
primary and secondary research
Warner's Social Class Theory
outside in and inside out planning
macro economics and micro economics
VALS
psychographics vs. demographics
distribution channels
Simmons
tactics-strategies-objectives
opinion leaders
public relations differing from advertising
cultures and subcultures
SBU, cash cows
marketing versus advertising objectives
dissonance
behavioralist approach
SAMI
low versus high involvement categories
borrowed interest
elements of a situation analysis
users and nonusers
production versus consumer orientation
Likert scales
where product positioning occurs
guidelines for writing print advertising
lateral versus vertical thinking
tips for writing tv and radio advertising
pretesting and posttesting
what sales promotions can and cannot do
coupons, refunds, sampling
the Big Idea
Gordon's Synectics
split runs