Mktg 2202 Midterm Review

Chp 1 * The forwardingal mix * Advertising * Sales progression * Public Relations * Direct Marketing * internet marketing * individualized selling Chp 3 * Consumer Decision Making Decision Stage mental Process Need Recognition Motivation Information Search light Alternative Evaluation Attitude Formation Purchase Decision desegregation Postpurchase Evaluation Learning * score Market and Target earreach * Target Market * The group of consumers toward which an overall marketing program is directed. * Target auditory sense * A group of consumers within the target market for which the advertising carry is directed. Target audience options rossiter and percy perspective * Brand hardcore customers regularly acquire the firms crop * Favourable brand switchers buy focal brand but also buy others * Non-customers * New catergory users customers not acquire within a point of intersection category * Other brand switchers not consistently purchasing focal brand * Other brand loyals loyal to another brand Chp4 * The communications processFeedback Feedback repartee Response decryption decoding Encoding Encoding Receiver Receiver pass on Message Channel Message Source/Sender Source/Sender chp4 1.Traditional Models a. Aida b. Hierarchy of effect c. Innovation adoption model d. Information processing model 2. Response process models e. Standard learning model learn/feel/do f. Dissonance/attribution model do/ feel/learn g. Low betrothal modellearn/ do/ feel 3. Cognitive reponse models h. Cognitive response approach-message/source/ad i. Elaboration likelihood model-central/peripheral Chp 5 * Dagmar Definition of Objectives * Target Audience * Benchmark and Degree of Change Sought * Specified Time finis * Concrete, measurable tasks * What affects sales? * Technology * Competition * The economy Advertising and promotion * Product quality * Distribution * Price Chp 6 * Brand scheme models * Salient Beliefs * Beliefs concerning specific attributes or benefits tha t are activated and form the tail end of an attitude * Evolve over time * Differ across dissimilar segments * Brand positioning dodging * Relates to the intended image of a product or brand relative to a competing brand for a spread competitive space as defined by certain product market or category characteristics Chp7 * Source The person involved in communicating a marketing message, either directly or indirectly Direct Source Indirect SourceA spokesperson who delivers a message or demonstrates a product or service Doesnt actually deliver a message Andre Agassi endorsing head tennis rackets Draws prudence to or enhances the appearance of the ad A model Seeking the major(ip) idea Seeking the major idea Chp 8 * Creative instruction execution Style * The way in which an advertising appeal is presented * Message expression * The structure of a persuasive message can influence its potency * Design Elements * The way in which components are place on the varlet or screen * Ad exe cution Techniques Straight-sell / Factual Animationscientific/technical evidence Personality symbol Demonstration Imagery proportion Dramatization Slice of life Humour testimonial Chp9 * Marketing scrutiny Print Ads Post-test of Print Ads Post-test of Print Ads * Reasons for and against measuring effectiveness * Reasons to measure * eliminate costly mistakes * Evaluate Alternative Strategies * Increase Advertising Efficiency * Reasons non to measure * Cost * Problems with Research * Disagreement on what to test * Objections of yeasty specialists Chp 10 * Media Tactics Decisions * Media Vehicle * Budget Adjustments * Blocking Chart * Media Strategy Decisions