MARKETING 477 FINAL EXAM REVIEW
Typical Media Decisions:
How can I effectively reach my target market? (Matching target markets to media
audiences, considering costs and relative effectiveness.)
Ad Agency or
Marketing 477 Exam 1 Review
Putting an Account Up For Review: when an advertisers account opens up to new ad
Pitching an Account: when an ad agency offers a sales pitch to an advertiser for their
Up-Front: the sale of ad s
Young men and women, between the ages of 18 and 25.
Either currently attending college or have recently graduated.
Residing in urban areas of the United States.
Interests include pop culture, electro
o Age, income, marital status, gender, education, family size, race,
o Country, region, state, city, neighborhood, etc.
o Lifestyles, AIOs (activities, interests, opinions)
o Advertising, PR, etc.
o Packaging, brand name (Kids pick kid friendly cereal box, Pepsi max vs.
Place / Distribution
o Defined by the store that items are placed in. Martha Stewart in Macys,
December 5, 2016
Recent Development Paper #3
While scrolling through the Advertising Age website an article written by E.J. Schultz
titled Most Interesting Mans New Gig: Decrying Weak-Ass Wi-Fi caught my eye. To be honest
MKTG 477 Promotion Management
Recent Developments Paper #2
October 25, 2016
With only weeks before the next United States president is sworn into office, politics has
been completely dominating the media. Rather than focusing on dividing
MKTG 477 Promotion Management
Recent Developments Paper #1
September 21, 2016
In an article featured on Advertising Ages website called Taco Bell Throws a Lavish
Feast Filled With $1 Food published on September 19, 2016, the author Jessi
Red Lobster returns to old tagline
Tagline (or slogan)
o A sentence or phrase that often comes near the end of a TV commercial or
at the bottom of a print ad (for purposes of creating and/or reinforcing a
o Sales not a good measure of
4 million for 30-second ads.
Actual team that creates ad.
Advertising is a business.
In charge of promoting
Sunday Night Football 30 second ads are most expensive: Half million for each
First 2 samples AD Age headlines
In the Advertising Age article Paterno's Legacy Includes Lessons for Building a Great
Brand, published on January 25 of this year, author Mark Brownstein shines a light on how
many of Penn States Joe Paternos actions
March 20, 2012
RD Paper 2
In the article Why Kmart Lost the Attention of Discount Shoppers, published March 19
of this year in Advertising Age, author E.J. Schultz examines Kmarts success, or lack thereof, as
a discount r
It seems impossible to believe now, but Sam Walton once had Kmart envy.
The legendary founder of what is now earth's largest retailer was so envious of his competitor
that he would tour its stores, openly gushing. "Kmart was his example of how to do every
We have identified the segments for our product/market. Now what do we do? Decide
on the Targeting Marketing Strategies we employ.
Target Marketing Strategies
When describing segments, talk specifically, like about yourself. (EX Im 24
Theoretical Explanations for How Advertising Works
Understand the theory/model
Apply this knowledge to an advertising situation
The Communication Process Model
A basic model of communication in general
Suggests communications is Shared meaning
o Product attributes / benefits
Tagline and ad copy describe benefits or attributes of the product
o Price / Quality
Talking about price. Or maybe low price high quality.
o Use or Application
TV movie purposes,
Recent Developments Paper 1
The article I chose to evaluate was titled Ad of the Day: Adobe. A talking chimp
and horse are less impressed than you with the Super Bowl spots. It was written by Tim
Nudd on February 4th and was publis
Mktg 477 Assignment #1
Segment #1 (Smart VIERA TV VT50 65)
o Ages 25-45, men or women.
o Family income $75,000-$99,999
o Living throughout U.S.
o Prefer expensive and technologically advanced televisions.
For each of the following models, ask yourself the following:
If consumers responses to advertising are consistent with this model, what
specific strategies should an advertiser employ?
Low-Involvement Learning (Mere Exposure) Model
Exposure to a
Promotional strategies to overcome selectivity
o Put in wide variety of different media and times.
o Pop-up ads, personalized ads.
o KISS (Keep it simple stupid)
Yielding / Acceptance
o Save it for later
Multi-Attribute Attitude Model
Consumers brand attitudes are influenced by their beliefs about the brand, and
the evaluative criteria they use to assess product attributes.
o Belief: What are you thinking about brand to give you favorable attitude
Mktg 477 Exam #1
Note: the list below is not intended to be exhaustive i.e., it does not cover every single
topic that we have discussed in class to date. Instead, it is designed to give you a starting
point from which to study. If you cant f