STUDY GUIDE FOR TEST 1 THIS IS A GUIDE Effective advertising Free market economy J Guttenberg Patent medicine Preindustrial age Reeves Ogilvy Burnett Bernbach The great depression Volney Palmer WW I advertising 1st Amendment commercial speech and court cases affirmative disclosure cease and desist comparative advertising consent decree Consumer regulation corrective advertising Deceptive advertising Ethics FCC FDA FTC Media regulation NAD NARB PSA s Puffery Stereotypes Subliminal advertising unfairness Wheeler Lea Ad Agencies Ad agency structure group and department Advertiser dept structure centralized and decentralized Creative boutique Factors that impact client agency relationship Full service agencies Global marketers approaches In house agencies Mark ups Media commission Media specialized agencies National versus Local advertising Speculative presentations Supplier vendors 4 P s Brand equity Distribution Market segmentation demographic geographic psychographic Positioning price Primary demand Product differentiation Product life cycle Target market process The Brand Undifferentiated market strategy VALS PRISM