Study Guide Exam 1-Advertising

In: Business and Management

Submitted By slanthier626
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Exam 1 Study Guide

Chapter 1
Define advertising what are its key components?
Discuss the roles and functions of advertising within society and business?
Identify agencies, clients, and other key areas & roles in creating advertising?
Explain the different types of advertising & when they are appropriate?
What makes for effective advertising, how should it be measured?
What changes are affecting the advertising industry?
How is a bio profile used in agencies? Other than yourself, who was your favorite & why? Why is positioning important?

Chapter 2
How and where does advertising fit within marketing, under what P?
How do the 4 key concepts in marketing relate to advertising?
What are the 3 additional Ps in addition to the 4 P’s = list and describe?
What is the organization of the advertising industry? Name the top agency network holding companies?
List and explain the four critical steps in the marketing research process?
How do ad agencies work with their clients on the marketing side? What affects this relationship?
Discuss structure, different job areas/roles and new frameworks emerging?
What is the new communication model and process and why is it two way now?

Chapter 3
Does advertising affect popular culture and society or is it a reflection?
Recall the Dove Real Beauty campaign, what were some of the campaigns, who were they targeted to?
What was the reaction to the campaign from a societal perspective, what happened in the media?
What legal topics guide advertising practice? What is CARU and what does it do?
List key regulatory agencies and their responsibilities? What is Robinson Patmon?
How does the advertising industry regulate itself? List industry organizations?
What key ethical issues challenge the practice of advertising? What is an ethos statement?
Outline three ways to determine if an…...

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