Full service advertising agencies Leo Burnett etc Specialized agencies and

Full service advertising agencies leo burnett etc

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Full service advertising agencies - Leo Burnett, etc. Specialized agencies and other participants – digital/interactive, search etc.
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TEXTBOOK REVIEW Be sure you have the 8 th Edition of Advertising and Integrated Brand Promotion as listed on Syllabus. Read the textbook for overview, but focus specifically on what is listed on this study guide for the exam. Be familiar with the sections, pages and items/terms listed below. That means definitions, basic differences etc. IMPORTANT NOTE: If it isn’t listed below, it isn’t on the textbook part of the exam. The questions on the TEXTBOOK section of the EXAM are written directly from the items listed below. Chapter 1 P 7 – 10 What are Advertising and Integrated Brand Promotion Advertising - definition/three main criteria needed to be classified as advertising IBP - definition Advertisements vs. Advertising campaigns – know difference P 10 – 12 Advertising as a Communication Process Source – only need to know this term P 12 – 14 Audiences for Advertising Audience Categories Know what falls into a category if given an example. Be familiar with these categories/terms - household consumers, business organizations, trade channels, professionals, government officials and employees Audience Geography – these terms only - global, national, regional, local, cooperative P 14 - 19 Advertising as a Business Process Role of Advertising in the Marketing Mix Be familiar with the following terms only - marketing mix, brand, brand extension/variant, brand loyalty, brand equity , purpose driven marketing Types of Advertising Be familiar with the following terms only - corporate advertising, brand advertising , i nstitutional advertising Chapter 2 P. 30 – 34 Trends Affecting the Advertising and Promotion Industry Just need to know that these are
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