MKTG 380 EXAM 3 STUDY TOPICS CHAPTER 12: 1. Understand the role of marketing communications, and the objectives of communication, and personal and mass appeals. 2. Understand the communications model components and the barriers to effective communication. 3. Understand the elements of the promotion mix and their advantages and disadvantages. 4. Define guerilla marketing, viral marketing, buzz, and hype. 5. Understand and define integrated marketing communications and its characteristics. What is the hierarchy of effects model 6. Know the stages in developing the IMC plan including the various approaches to promotional budgeting, push and pull strategies, and what takes place in terms of promotion during the product life cycle. What is A.I.D.C.A. (AIDA in your text)? 7. Understand the current trend toward interactive promotion strategies. What are a first order and a second order response? 8.
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