Exam_1_Study_Guide_ADV_305 Spring 2016.pdf

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

Info icon This preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
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.
Image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern