Exam 1 Study Guide - Designing Persuasive Communications...

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Designing Persuasive Communications Fall 2011 Exam 1 Study Guide Below is a summary of material that will be covered on the exam. Questions will be based on the book, PowerPoint materials, in-class discussions and reading. PowerPoint slides marked as additional notes (that follow regular chapter slides) will NOT be included in the exam. Note that this is only a guide. Chapter 1 What are the 4 P’s? Product Price o Associated with quality o Low price becoming popular o Consider loyalty Place (Channel) o Catalogs o Where it is in the store Promotion What are the key concepts to consider when preparing advertising or marketing communications plan? Marketing Concept: framework for planning and development of strategies o Consumer Orientation (most important) Satisfy consumers needs and wants o Market segmentation Diving market based on consumer characteristics What segments of population need your product o Niche Marketing Narrow range ex) Toys R US o Mass customization/personalization o Integration (w/ finance and production Communication Concept o Planning begins with consumers. o Encode information in terms of the consumers’ needs, wants, interests, or problems o How can you make customer understand what product does for them Integrated Marketing Communication concept o More efficient and quicker o Target example o “unbundling” Advertising campaign concept o Specific aesthetics of ad
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Advertising campaign: a series of ads and activities that help produce them, which are designed to achieve interrelated goals o Plans book: unity o Campaign continuity A Strategic Orientation o General plan designed to give the campaign a competitive edge o Communication message should stay constant o Enduring, maintaining, evolving plan, o Not linear What is included in a situation analysis? What is its purpose? Nature and extent of demand o Extent: Current sales and sales trends o Demand: Description of consumers (who), when, why, how o Seasonality and purchase cycle Nature and extent of competition o Major competitors in category o Sales and market share data o Advertising message analysis: themes, style o Ad budget o Sales Promotion Channel of distribution o Number and types of outlets that carry the brand o Selective vs. intensive distribution o Retailer requirements Stage of product life cycle (PLC) o Since brand introduction Skills and resources of firm o Financial resources of brand and parent company: sales, profitability o Marketing knowledge o Tech Skills Environmental climate o Economic factors: cyclical or short-tem fluctuations o Regulatory issues: limits on or requirements for advertising o Social trends: other factors that may influence demand What are the stages of the product life cycle? Introduction
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Exam 1 Study Guide - Designing Persuasive Communications...

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