ADV 205 Exam 1 Review Guide PDF

Preview

Summary

Download ADV 205 Exam 1 Review Guide PDF

Description

ADV 205 Exam 1 Review Guide Disclaimer: This document is meant to help you sort through the important topics that are likely to be on the exam. It does not mean that everything on this guide will be on the exam, nor does it mean I can’t put something on the exam that is not on the guide. Rely on this with caution. A note about my assessment philosophy: I adhere to Bloom’s taxonomy of cognitive learning. What that means is that I will expect you to demonstrate multiple levels of knowledge from memorization at the bottom up through more complicated levels including understanding, application, analysis, evaluation, and creation/synthesis.

Important topics for you to know: Week 1 Definition and History of Advertising        

Definition of advertising How is advertising different from PR? (note – I do not want you to regurgitate the quote on the slide, I want you to be able to put it in your own words.) National vs. local ads Primary vs. selective demand Consumer vs. non-consumer advertising Skepticism Repetition, message coordination, clutter History – how advertising has evolved from the Colonial Era until now

Week 2 Industry and Marketing Mix      

Types of agencies Six departments in most agencies and what they do – how do they work together? How do ad agencies make money? How is this changing? What are the seven Ps? Which are the original 4 and which were added later? Be able to define and provide examples for each part of the marketing mix What does SWOT stand for? Be able to do a SWOT analysis if asked.

Week 3 Branding     

What is a brand? The role of stereotyping in branding How do stereotypes work? What makes them functional in brand contexts? Concepts related to branding Power of the consumer in branding

Week 3-4 Account Planning and Research  

Be able to explain how academic/market research is different from regular daily research Psychological reactance and boomerang effects

        

The general steps in market research Differences between changing, shaping, and reinforcing attitudes/behaviors Diffusion of Innovations – what is it and what things influence how it works? Complications to some campaigns and to doing research about them (stigma, norms and habits, unrealistic optimism, audience segmentation) – how do each of these things represent a potential challenge for advertisers? Know the difference between quantitative, qualitative, and rhetorical research methods Be able to name some specific methods (e.g., survey, focus group, dialogue analysis) for each of these types of research that you could apply to a research question – and be prepared to tell me why you think that is the best method to use for the question at hand. What do each of the types of research method assume? What are the pros and cons of each type of method? Why do we have IRBs and guidelines for research ethics?

Textbook chapter with at least one question from them: 

Arens et al., Chapter 6 (account planning and research)...