Study Guide Final Exam

Study Guide Final Exam - ADV 275 Fall 2011 Final Exam Study...

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ADV 275 – Fall 2011 Final Exam Study Guide IMPORTANT CONCEPTS 1. Support Media a. Role of support media b. Out-of-home i. Types (including alternatives) ii. Pros and cons iii. Measurement c. Nontraditional support media i. Branded entertainment ii. Guerilla marketing and other tactics iii. Advantages and disadvantages 2. Sales Promotion – Trade a. What is sales promotion? Why is it growing? Concerns? b. Franchise building vs. non franchise building promotions c. What is the distribution channel/channel marketing? How does trade promotion fit? d. e. Cooperative advertising f. Integration of trade promotion/Finish Line example g. Problems/The Sales Promotion Trap 3. Sales Promotion – Consumer a. Objectives b. Advantages and disadvantages of using consumer promotions c. Objectives of consumer sales promotion d. Push vs. pull e. Characteristics of various sales promotion techniques i. Coupons and other price incentives ii. Sampling iii. Loyalty programs iv. Premiums, promotional products v. Contests and sweepstakes 4. Personal Selling a. Direct v. indirect promotion b. The role and stages of personal selling c. Salesperson classifications and responsibilities d. Advantages and disadvantages e. Combining personal selling with other IMC tools f. Evaluation
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5. Interactive media a. Internet growth and marketers’ adoption i. Rapid Adoption of the internet 1. Speed/convenience of information access 2. 3. E-Commerce a. Direct selling of goods and services through the Internet b. May be primary or secondary objective 4. Extensive product and service offers ii. Marketer’s adoption of the internet 1. Better targeting 2. Direct feedback 3. ROI tracking 4. High-speed connections 5. Users online longer 6. New media technologies 7. Interest and purchase tracking 8. More potential buyers b. Objectives i. Create awareness ii. Gain consideration iii. Create buzz iv. Stimulate trial v. Create a strong brand vi. Create an image vii. Disseminate information viii. Generate interest c. Types of internet advertising (mass, addressable, interactive; specific ad types) i. Mass Banner ads, Interstitials, Pop-ups and Pop-unders ii. Addressable E-mail Messages iii. Interactive Live Chat Web 2.0 d. Search advertising i. Internet Search Advertising 1. Search Engine Marketing a. The entire set of techniques and strategies used to direct visitors from search engines to marketing web sites 2. Paid Placement a. Text-only ads targeted to keyword search results on search engines b. Offered through programs such as Google AdWords, Yahoo Search, or Microsoft Bing i. Sometimes referred to as paid placement, pay-per- click, cost-per-click advertising ii. Paid Search 1. Online search-based advertising a. Advertiser pays only when a Web surfer clicks on their link from a search engine page
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b. Search ads appear in a specified, sponsors-only area near the search results for that phrase 2. Advertisers bid on search keywords
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This note was uploaded on 01/18/2012 for the course ADV 260 taught by Professor Issacson during the Fall '08 term at Michigan State University.

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Study Guide Final Exam - ADV 275 Fall 2011 Final Exam Study...

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