UT 250 Principles of Advertising ______________________________________________________________________________________ UT 250 -- Principles of Advertising Test #2 Textbook Review Guide The following provides you with a guide for reviewing your textbook in preparation for the upcoming test. Please understand that a significant number of questions on the test will be from the lectures and discussions in class. I hope the following helps you. Chapter Five -- ?Advertising, IBP and Consumer Behavior? ?Consumer Behavior? and ?Consumer as Decision Maker? -- Pages 165 - 171 ?Four Modes of Consumer Decision Making?? -- Pages 171 - 175 ?Key Psychological Processes -- Pages 175 - 177 ?Multi-Attribute Attitude Models -- Page 178 ?Information Processing and Perceptual Defense? -- Page 179 - 180 ?Consuming in the Real World? -- Pages 185 - 193 ?Brand Communities? -- Pages 199 - 201 Chapter Six -- ?Market Segmentation, Positioning, and the Value Proposition? ?STP Marketing? -- Pages 213 - 224 ?Repositioning? -- Page 233 - 234 Chapter Seven -- ?Advertising and Promotion Research? ?Developmental Advertising Research Methods? -- Pages 246 - 248 ?Copy Research Methods? -- Pages 260 - 269 Chapter Two -- ?The Structure of the Advertising Industry??..? ?Agencies? and ?Agency Compensation? -- Pages 57 - 74 Chapter Eight -- ?Planning Advertising and IBP? ?Advertising Plan and Its Marketing Context? -- Pages 280 - 286 Just be generally familiar with the seven different sections of the ?Ad Plan;? what the elements are (Page 280). However, please focus on ?Objectives? (Pages 286 ? 288) and ?Budgeting? (Pages 288 ? 293) ?Communication versus Sales Objectives? -- Pages 286 ? 288 ?Budgeting? -- Pages 288 ? 293 Focus on ?Objective and Task Approach? but be familiar with the other approaches such as ?percentage of sales approach;? especially understand meaning of ?share of voice? ?Top-of-the-Mind Awareness? -- Page 285 ?Purchase Intent,? ?Trial Usage,? Repeat Purchases,? Repeat Purchases,? Brand Switching? -- Page 286 ________________________________________________________________________
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