Study Guide for BA 323 EXAM #2Chapters covered: Chapters 10, 14, 15, 20, 3, and assigned portions of Chapter 13. Lectures covered: All lectures since last exam. Date of exam: Monday, April 19.Topics to Know:Chapter 10 and Lectures on Creative Strategy:What are the characteristics of effective advertising?What are the features of creativity?What are the five steps to formulate an advertising strategy?What are the six alternative creative strategies? In which instances do they work best?What are the 10 universal values? In what ways are they universal?Chapter 13 and Lectures on Media Planning and Analysis:Define reach. What factors determine reach? How do GRPs, Reach, and Frequency relate to one another (conceptually and mathematically)?How are GRPs determined in practice?What exactly does the Three Exposure Hypothesis refer to? Does it deal with OTS or ad exposure? What are the key types of media schedules? Which schedules are best for which types of situations? What is the recency principle (or shelf-space model)?What is CPM and how is it calculated? What about CPM-TM? What are some cautions to keep in mind in using CPM to make choices in your media plan?Chapter 14 and Lectures on Traditional Advertising Media:What do the terms media and vehicles refer to?What are the relative strengths and limitations of each of the traditional media?How are radio and TV audiences measured?Chapter 15 and Lectures on Internet Advertising:What are the key features of the Internet and of advertising in that medium?What are the key metrics of Internet advertising?What do the terms pop-up, interstitial, and superstitial refer to?What are the two forms of search engine advertising?Chapter 20 and Lectures on Marketing Public Relations and Sponsorship Marketing: What is Marketing Public Relations and how is it distinct from other forms of PR?What are the types of MPR and what are they used for? Why and when are they effective?What are the key recommendations for reactive rumor control?What are the main types of sponsorships? What factors should be considered when selecting sponsorship opportunities?What factors drive growth in sponsorships?What does it mean to ambush an event?What is cause-related marketing or CRM? How is it distinct from simple corporate philanthropy? Chapter 3 and Lectures on Regulatory, Ethical, and “Green” Marketing Issues:When is regulation of marketing communications justified?What government bodies regulate marketing communications? What about for prescription drugs?When will a business practice be found deceptive? What are the 3 elements of deception?What is corrective advertising meant to do?What are some ethical concerns raised regarding targeting particular consumer segments?What ethical criticisms have been leveled against advertising? Packaging? Online advertising?What are some major “green” marketing initiatives or responses to environmental concerns? According to the government, what principles can be applied to judge the appropriatenessof environmental marketing claims?Dr. Greenhagen’s presentation on March 29 (slides are on the courseweb):What are some basic principles for presenting your research conclusions? What are the implications for formatting and structuring an effective presentation (e.g., How can you connect pieces of data together?)What kinds of things should you focus on, versus things you can put in an