ComStrat380 Spring 2014 Exam 1 Study GuideExam Date: Monday, February 10th *Note: Since we cannot cover everything in the book within class time, this study guide is meant to beyour guide as to what topics from your book are most important to know for the exam/passing thecourse/life in general. You will notice that we have discussed many of these topics in class usingexamples. Many of these examples will also be seen on the exam. So study using your notes, as well. Ch. 1Definition of advertising, advertising campaignIMCproduct categoryEconomic role of advertisingtargeting, positioning, brandingEach era/age of advertisingDifference between advertising and marketing strategiesDemarketing WOMUSPnarrowcastingCh. 2Ad effects on prices and competitionPrimary/Selective demandPuffery vs. comparative advertising vs. deceptive advertising vs. unfairRemedies for deceptive adsSubliminal advertising- does it work?StereotypesReference groupsOffensive advertisingDifference between ethical and social responsibilityprotection of commercial speech under the first amendment Federal agencies and what they regulate regarding advertising (FTC, FDA, FCC, BATF, CARU, etc)Non-governmental agencies and how they regulate advertising (BBB, etc.)Privacy- Cookiestrademarks and copyrightsEndorsements and demonstration rulesCh. 3Advertiser vs. Advertising agencyDifferent types of advertising and what they entail (institutional, brand, nonprofit, PSA, etc)Types of agencies and what they entail (local, full-service, B2B, creative etc.)Responsibilities of those working in agencies, i.e. account executives, account planners, copywriters,etc.CopyIMCCo-op advertisingNational vs. Local advertisersMarket shareHow agencies make $$Suppliers“Media” of advertisingCh. 4Markets- consumer, business, etc.Segmenting vs. targetingpositioningApproaches to segmenting consumer markets (ex. Demographic, behavior)Demographics vs. psychographicsTarget marketing/marketMarketing MixProduct LifecyclePush/Pull strategyBrand personality, brand position, brand image, brand promise, brand loyalty, brand identityBrand equity- co-branding, ingredient branding, brand extension, and brand licensingMarcomCh.5Maslow’s hierarchy of needsWhat drives motivationattitudeInterpersonal Influences on consumer behavior (reference groups, etc.)Brand loyaltyBasic communication model (sender, receiver, etc.)Consumer perception processDefinition of consumer behaviorTheories of learning (ex. Conditioning)Elaboration Likelihood ModelNeeds vs. wantsCognitive
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