Exam_1_Study_Guide_ADV_305 Spring 2016.pdf

Exam_1_Study_Guide_ADV_305 Spring 2016.pdf - 1 Exam#1 Study...

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1 Exam #1 Study Guide ADV 305 (Spring 2016) (The Exam covers chapters 1-6 & Media Format Lectures) Chapter 1 Advertising and IMC Today (Lecture: Defining Advertising) Know the definitions of advertising & marketing Know the difference between advertising and marketing Understand advertisings role in the marketing process Know the different goals of advertising (awareness, comprehension, conviction, & attitude) Know the Stern Advertising Process Model & the Human Communication Process Know the 4 P’s of marketing (Product, Price, Promotion, & Placement) Know the 3 different kinds of message dimensions (autobiography, narrative, & drama) Key Terms : Advertising, Personal selling, Marketing, Public Relations (PR), Channel, Encode, Decode, Receiver, Source, Medium, Message, and Feedback . Chapter 2 The Big Picture: The Evolution of IMC (Lecture: History of Advertising) Know the principles of free-market economics. Know the functions of advertising in society Know the important developments/inventions of early advertising (pre-industrial age) Know the important impacts of the industrial age on advertising Know the important transitions associated with the Golden Age of Advertising Know the impact and reasoning of the 1948 Television Freeze Know the 3 major impacts of the Quiz Show scandals Know the changes brought about by the post-industrial age Know the 3 concepts of interactivity that influence online advertising Key Terms : Branding, De-marketing, Market Segmentation, Positioning Strategy, Media Convergence, Active Control, Two-way communication, and Synchronicity.
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