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Unformatted text preview: ADV 318J Dr. Murphys Textbook Notes Advertising & Integrated Brand Promotion (4e) These notes highlight areas Dr. Murphy considers most important and that he emphasizes in developing exam questions. In addition, the notes identify areas (concepts, exhibits, etc.) that will not be included on the exams. WARNING : The Textbook Notes are not designed to be a substitute for reading each of the entire chapters. Students are accountable for reading all material in the chapters. The highlighted areas account for approximately 80% of the exam questions over material presented in the textbook. Tips for doing well on text questions : (1) Keep up with your readings-- read the chapters as they are assigned. (2) In reading a chapter, begin by skimming the material quickly to get an overview. Next, read the chapter thoroughly for understanding and develop a set of outline notes. Making a set of notes in your own words seems to be the most effective method of developing a thorough understanding of the material. (3) Pay particular attention to major headings, subheadings, bold face terms (key terms at the end of the chapter) and each chapter summary . Many questions come from issues to be considered, concepts, etc. presented in these. Note: a indicates special emphasis; eg = example; gist = the essence or main point(s) but not specific details of a section, article, or argument; ctp = critical thinking point. Chapter 1 -- The World of Advertising and Integrated Brand Promotion (4e) Highlight ctp 8 two summary paragraphs beginning The truth about adv. lies somewhere ... legitmacy of process, etc. 9 definition of adv. 11 three essential criteria to be an ad 12 adv campaign; integrated brand promotion (IBP); what word is central to the IBP definition? 14-16 Fig. 1.13 -- model of mass-mediated communication + gist of text discussion 15 critical point the model underscores? (toward bottom of page) 16-17 five broad target audience categories: hh, business, trade channel, prof., gov. 17-19 global v. international adv; eg why does Unilever not use the same laundry d. ad across int. markets? 19 Global Issues box -- lingerie in Saudi Arabia -- last para., lesson here + other lesson 20 four important aspects of marketing process (discussion p. 21-30 focus on role of adv and IBP in each area) 21 marketing; marketing mix; brand 22 Ex. 1.20 -- know four areas of marketing mix but only gist of what is lised under each area, no specifc Qs here 23 Ex. 1.21 -- know 2004 top five most valuable brands only 23-25 five ways that adv affects brand development and management eg 24 Ex. 1.22 -- Disney ad, what is adv helping to accomplish here? 24 brand loyalty; brand equity (these concepts are directly related to project #2) 25-8 three basic strategies for cultivating customers: mkt segmentation, differentiation, positioning -- know gist of each eg 26 Ex. 1.24 -- Bayer ad illustrates a marketer practicing which of three basic strategies?...
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- Fall '07