CDAE 128 Professor Kolodinsky

The Consumer and Advertising Study Guide I

I. Intro/Advertising and Marketing

1. In what ways are advertising and marketing related? How are they different? (Include the "4 Ps" and the "4 Cs")

2. Define advertising.

3. What can knowledge of advertising do for you as a consumer and/or producer?

4. What factors influenced the evolution of advertising - why?

5. Who are the "major players" in the field of advertising?

What are their roles? How are they interrelated?

    1. What is IMC? How does it differ from "traditional" views of advertising?

II. The Advertising Audience

1. Identify the 3 types of search. When are they likely to be used? Give examples.

2. Why might a consumer pay attention to an ad?

3. How do novelty, simplicity, and complexity fit into advertising? What is the difference between a "leveler" and a "sharpener"? What type of ads would appeal to each group?

4. What factors can influence the way a consumer interprets an ad? Why?

5. How does learning theory relate to advertising? Give examples of cognitive and behavioral learning applied to advertising. Be specific.

6. What influences ad interpretation? What is a Gestalt? What is closure?

7. Review notes from the videos.

8. Define segmentation. Why is it important to an advertiser?

9. What is the majority fallacy?

10. Define concentration, differentiation, and nondifferentiation strategies. Give examples for each if you can. If you cannot, why not?

11. How might an advertiser reach a certain segment?

12. What are psychographics? How might they be used in advertising? What is VALS 2?

13. What are the various positioning strategies? Why do advertisers use positioning? How might an advertiser go about determining a positioning strategy?

14. How is "agenda setting" used by advertisers?

15. What is a product personality?

16. What is an attitude? How are attitudes formed? Why are they important to advertisers?

17. What are the 3 components of attitude?

18. Explain why attitude decay and competition justify the existence of advertising.

19. What is an attribute? What is saliency? How do they relate to attitude?

20. What is a determinant attribute?

    1. How can attitudes be changed? Use specific advertising examples.
    2. Familiarize yourself with the questions we might ask when determining the value of advertising.
    3. Who controls advertising?
    4. What is the difference between puffery and deceptive advertising?
    5. What are some of the things that can be done when advertisers are guilty of deception?
    6. Support the view that advertising is information; support the view that advertising is market power.

III. Communication and Advertising

1. Be sure you can identify and understand the components of the communication model we discussed in class.

2. Name various sources of advertising messages.

3. Practice identifying different advertising messages in real ads - be familiar with the different message strategies we discussed.

4. Why is word of mouth (WOM) advertising important? How does WOM advertising relate to innovative and influential consumers?

5 What is a filter in the communication model? Be sure to tie "zapping" into your answer.

6. What is the difference between mass and individual communication? Advertising usually falls into which category?

7. Why is the hierarchy of effects too simple a model of the way in which advertising works? Give examples of products/services that follow the hierarchy and those that do not.

 

IV. ADVERTISING PLANS

1.What is an advertising plan and why is it important?

2.What are the similarities/differences between ad plans and marketing plans?

3.How does advertising planning fit into the course to this point in the semester?