EXAM ITADV

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Franciscogalvan37
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EXAM ITADV
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2012-02-20 16:17:34
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ITADV Exam
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  1. List 5 ways that advertising affects brand development and management
    (book)
    • 1.Informaition and persuasion
    • 2.Introduction of new brand or brand extensions
    • 3.Building and maintaining brand loyalty
    • 4. Creating an image & Meaning
    • 5 Building and maintaining brand loyalty within the trade.
    • (pg 24-27)
  2. Name the 4 fundamental influences on the evolution of advertising (book)
    • 1. The rise of Capitalism
    • 2. The industrial Revolution
    • 3. Branding
    • 4. The rise of modern mass media
    • (pg 81-3)
  3. Let the Buyer beware means
    Caveat Empror
  4. Define Target audience (book)
    A clearly defined group of people against which IBP efforts are directed (pg 18)
  5. The truth about advertising lies somewhere between ___ _____ (book)
    The extremes (pg 10)
  6. Give the 3 components of natural pressure
    • 1. Competition
    • 2. Specialization
    • 3. Efficient Performance
  7. Media placement is unimportant

    True or false
    • False
    • - it's important . ( think about the screen door example)
  8. List the 5 components of the macro enviroment
    • 1. Natural
    • 2. Cultural
    • 3. Technological
    • 4. Economic
    • 5. Legal
  9. Name a bad thing advertising can do
    Open ended question.... Msany answers available.
  10. Consumers and trade organizations exert as much regulatory power over advertising as government agancies. (book)

    True or false
    True
  11. Name a bad thing advertising can do
    open ended... many answers available
  12. Whats a company that uses only PR?
    Amy's Ice Creams
  13. which of the 4 P's is the most important.
    They are all equally important.
  14. Define : Brand Loyalty (book)
    • A consumer repeatedly purchases the same brand to the exclusion of competitor's brands.
    • (pg 26)
  15. Name the "troublesome four" in advertising
    • 1. Guns
    • 2. Alcohol
    • 3. Tobacco
    • 4. Gambling
  16. no matter how much money tech changes, Advertising is still about the _____. (book)
    Brand
  17. Advertising is a business _____,_____, and _____. (book)
    art form, institution, cultural phenomenon
  18. The "up in the air" example is which type of entertainment?
    Branded
  19. IBP is a process
    (book)
    _true or false
    True
  20. Open ended question:
    - Name some cons of edvertising
    many answers from the book
  21. The four P's in marketing mix
    • product
    • price
    • place
    • promotion
  22. two uncontrollables from marketing manager's perpspective
    • Market enviroment consumers
    • Macro enviroment
  23. two uncontrollables
    • marketing mix
    • marketing plan
  24. 3 marketing requirements (on ibp handout)
    • people
    • purchasing power
    • a desire to buy
  25. Four managerial functions:
    • plannig
    • organizing
    • implement
    • controlling
  26. 3 key pillars of marketing concept
    • customer orientation
    • integrated marketing
    • customer satisfaction
  27. four steps to customer orientation
    • 1.generic need definition
    • 2. target group evaluation
    • 3. Differentiation strategy
    • 4. Research commitment
  28. PR objetives .. name atleast 3
    • 1.Promoting goodwill
    • 2. Promoting a product or service
    • 3. preparing internal communications
    • 4.Counteracting negative publicity
    • 5. lobbying
    • 6. giving advoice or counsel
  29. what is madison & vine
    mising advertising and entertaintment...

    Tv shows(and more entertainment) bring brand messages to customers.
  30. 5 audience categories
    • 1.Household consumers
    • 2.Members of business organizations
    • 3.Memebers of trade channel
    • 4.Professioanal
    • 5.Trade journals
    • 6.Government officials and employees
  31. The four basic decision mkaing strategies
    • 1. Need recognition
    • 2.Information search and alternative evaluation
    • 3. Purchase
    • 4. Postpurchase use and evaluation
  32. the four screens
    • television
    • computer
    • mobile devices
    • mall screen.. (mall 360, jumbo tron)
  33. the 3 succesful keys to succeed in adv
    • creativity
    • enthusiasm
    • hard work
  34. four contradictions of IBP
    • Home on campus
    • Both business activity and social phenomenon
    • Everybody is an expert but no body can conclude the effect of the ad on the customer
    • Highly visible for highly suspect
  35. The four facts of economic life
    • Firms compete freely with each other fo consumers favor and operate ot make profit but profit is not guaranteed
    • Consumers are not forced to buy any good or service
    • Caveat Empror- "let the buyer beware"
    • Firms make their own decisions

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