STUDY GUIDE FOR TEST 1 THIS IS A GUIDE What makes an ad effective Advertising and the great depression Johannes Guttenberg P T Barnum Rosser Reeves N W Ayers Burnett Bernbach WW I advertising Public Service Ads FTC Wheeler Lea Puffery Ethics Deceptive advertising Subliminal advertising 1st Amendment commercial speech and court cases FTC remedies substantiation comparative advertising affirmative disclosure consent decree cease and desist corrective advertising FCC FDA ASRC NAD NARB Media and consumer regulation Global marketers approaches Advertiser department structure centralized and decentralized National and Local advertising In house agencies Full service agencies Ad agency structure group and department Media commission Mark ups Supplier vendors Market segmentation Undifferentiated segmentation Segmentation strategies i e geographic psychographic Product life cycle 4 P s several questions The Brand Message source Interpersonal and nonpersonal influences Perception Screens Elaboration Likelihood Model Brand Loyalty Types of Learning Purchase decision post purchase evaluation Maslow Hierarchy
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