WVU MKTG 380 - Final Exam Study Guide (3 pages)

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Final Exam Study Guide

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Final Exam Study Guide


Chapters 1-15

Study Guide
West Virginia University
Mktg 380 - Integrated Promotions
Integrated Promotions Documents
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MKTG 380 1st Edition Final Exam Study Guide Exam 1 Chapter 1 Integrated Marketing Communications communication process emerging trends in IMC accountability and measurable results changes in technology channel power global competition brand parity Chapter 2 Brands types of brands co branding benefits of brand equity methods of measuring brand equity changes in private labels tactics used to combat private labels components and role of corporate image brand corporate names logos Chapter 3 Consumer decision making process consumer purchasing process types of consumer needs wants internal external search level of motivation attitudes cognitive mapping three roles of marketing messages in cognitive mapping methods of evaluating alternatives types of B to B sales B to B buying process Chapter 4 IMC planning process customers 4 types communications in IMC planning tests to determine viable segment methods for segmentation VALS2 geodemographic segmentation benefit segmentation product positioning approaches communication objectives factors impacting relationship between promotions and sales methods of determining budget IMC components Chapter 5 Advertising and IMC process advantages of in house vs outside agency budget allocation considerations crowd sourcing boutique vs full service agency evaluation criteria in choosing an ad agency creative pitch advertising research advertising goals manner of distribution of ad budget creative brief Exam 2 Chapter 6 Hierarchy of effects model means end theory leverage points taglines fear humor sex music rational emotional appeals Chapter 7 Three components of message strategies cognitive affective conative five cognitive strategies the matching between hierarchy of effects model and message strategies seven executional frameworks spokespersons celebrity endorsers five elements of spokesperson credibility principles of effective advertising Chapter 8 Media strategy media planning components of media plan media buyers advertising terminology achieving ad objectives advantages and disadvantages of traditional media TV outdoor magazine newspaper radio Nielsen ratings social media and TV ads media mix Chapter 9 Web 1 0 4 0 E commerce characteristics of Web 4 0 strategies to reduce shopping cart abandonment E commerce incentives mobile marketing online advertising Search engine optimization social media blogs email and viral marketing Chapter 10 Alternative marketing programs buzz marketing guerilla marketing lifestyle marketing product placement in store marketing point of purchase marketing brand communities Exam 3 Chapter 11 Database marketing geocoding consumer lifetime value purpose of data mining Internet and customer communications permission marketing frequency programs customer relationship management CRM reasons for failure direct mail direct sale catalogs Chapter 12 Coupons coupon distribution disadvantages of coupons keys to successful premiums contests and sweepstakes perceived values of sweepstake refunds and rebates sampling planning consumer promotion trade promotions trade allowance slotting and exit fee trade incentives Chapter 13 Public relations and its functions examples of activities affecting a company s image cause marketing benefit of cause related marketing green marketing and its segmentation preventing image damage proactive prevention strategies 4 types of reactive strategies sponsorships and its forms and objectives Chapter 14 Government regulatory agencies FTC unfair and deceptive advertising deception vs puffery claims FTC process Council of BBB CARU guidelines concerns and criticism of advertising ethics and advertising Chapter 15 Evaluation categories message evaluations ad tracking copy testing emotional reaction test online evaluation metrics behavioral evaluation test markets evaluating IMC

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