Mktg 2202 Midterm Review

Chp 1 * The promotional mix * Advertising * Sales Promotion * Public Relations * Direct Marketing * internet marketing * personal selling
Chp 3 * Consumer Decision Making Decision Stage | Psychological Process | Need Recognition | Motivation | Information Search | Perception | Alternative Evaluation | Attitude Formation | Purchase Decision | Integration | Postpurchase Evaluation | Learning | * Target Market and Target Audience * Target Market * The group of consumers toward which an overall marketing program is directed. * Target Audience * A group of consumers within the target market for which the advertising campaign is directed. * Target audience options: rossiter and percy perspective * Brand loyal customers regularly buy the firm’s product * Favourable brand switchers buy focal brand but also buy others * Non-customers * New catergory users customers not purchasing within a product category * Other brand switchers not consistently purchasing focal brand * Other brand loyals loyal to another brand
Chp4
* The communications processFeedback
Feedback
Response
Response
decoding decoding Encoding
Encoding
Receiver
Receiver
Channel Message
Channel Message
Source/Sender
Source/Sender

chp4 1. Traditional Models a. Aida b. Hierarchy of effects c. Innovation adoption model d. Information processing model 2. Response process models e. Standard learning model > learn/feel/do f. Dissonance/attribution model >do/ feel/learn g. Low involvement model>learn/ do/ feel 3. Cognitive reponse models h. Cognitive response approach-message/source/ad i. Elaboration likelihood model-central/peripheral

Chp 5

* Dagmar Definition of Objectives * Target Audience * Benchmark and Degree of Change Sought