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Syllabus Class ADV311 The Class Evaluation Final Exam Study Guide Communicate Library Instructor Help
1. Be familiar with the following terms and concepts from lectures and Chapters 1-15. The exam will be given on Thursday, April 30 at 11:10. Bring a pencil. No notes or textbook allowed. DDB Needham Personal Media Network (concept) Seasonality in media planning Relative advantages/disadvantages of: radio, TV, newspapers, magazines, etc. Why do we evaluate advertising campaigns? Soft versus hard objectives DAR testing Aided versus unaided recall Advantages of utilizing concurrent measurement vs. posttesting Starch measurement scores Importance of adequate sample size Guidelines for making presentations to management Triers, trial-rejectors, non-tiers Push versus pull marketing strategies Trade deals, cash cows Micro versus marco economics Index numbers (high/medium/low0 Three basic forms of communication Limitations of research VALS versus demographic data Simmons, NPD, Nielson, SAMI, IRI Methods utilized to determine ad budgets Clutter barrier Target market versus consumer orientation Product benefit calculation Maslow's hierarchy of needs Reach and frequency Opinion leaders Differences between public relations and advertising Distribution channel options Hierarchy of objectives-strategies-tactics Difference between marketing and advertising objectives Behavioralist approach and 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 Likert scales Outsider in and inside out planning Objectives of packaging p-o-s materials, backcards, displays Reach, frequency, gross rating points (relationship between) Place-based media
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