CDAE 128 CONSUMER AND ADVERTISING PROFESSOR KOLODINSKY
STUDY GUIDE-FINAL EXAM
I. Review and study guides from exams I and II.
II. MEDIA
1. What are the four variables that must be included in a media plan and how do exposure, repetition, source, option, media effect, and repetition effects influence the choice of these variables?
2. Define the following:
reach
frequency
frequency distribution
cumulative audience
net coverage
rating
GRP
CPM
How are these related/unrelated to one another?
3. What is the concept of effective reach? What does frequency have to do with it?
4. How does media planning relate to marketing? (Put your answer in terms of the four variables included in any media schedule.) When are each used?
5. What are the various scheduling options? When are each used?
6. In what situations is reach more important than frequency? Frequency more than reach? Think of specific examples.
7. What is SMRB? Be able to interpret a Breakout sheet. How can such a breakout sheet help with media planning?
8. What media measures are typically used for television? Print media?
9. An advertising schedule is expected to achieve a four week reach and average frequency of 48%/4.2. What number of GRPs are anticipated to achieve this reach and frequency? (Recall the equation for GRP and use it). (202)
10. A TV schedule of 60 GRPs per week achieves a four week reach of 83% among min 18+. What is the average frequency of exposure? (2.9)
11. A radio schedule on a relatively small number of stations develops an average frequency of 20 over four weeks. If the schedule consists of 180 GRPs per week, what % of audience can be expected to be reach? (36%)
III. DIRECT MARKETING
1. What is direct marketing? Is it synonymous with direct mail? Why or why not?
2. What factors have led to the proliferation of direct marketing/
3. What is meant by information is the key element in direct marketing?
4. What are some objectives of direct marketing? Do they fit with DAGMAR?
5. Describe the list business.
IV. PROMOTION
1. Why has promotion become such an important part of the communication mix?
2. How can promotion change the normal pattern of buying (balance between volume and time?)
3. What is a push strategy? Identify 9 different types of push strategies.
4. What is a pull strategy? Identify 9 different types of pull strategies.
5. Discuss what sales promotion can and cant accomplish.
V. EVALUATION
1. Much of what we talked about research related to advertising also fits in here.
2. How does evaluation differ from advertising research as we have discussed it up to this point?
3. Why is DAGMAR so important for advertising evaluation?
4. Review measurements of intervening/communication variables. What are some problems with measuring these variables?
5. What is a test market? Why use one?
VI INTERNATIONAL ADVERTISING
1. What is culture? How does it relate to advertising?
2. Identify 4 ways to target culture.
3. Defend the case for globalization of advertising; for localization; for regionalization.
V. Advertising Research
1. Why do advertisers conduct research?
2. What are four questions to consider when determining whether a particular research project was well executed?
3. Advertising is often conducted in one of five basic areas. Identify three reasons why research in these areas is important.
4. What are some questions you might be able to answer when conducting research in EACH of the areas listed in Q3?
5.We discussed steps involved in the research plan. What are these steps? Why is each step important in its own right?
6. How would you go about calculating whether or not to engage in a particular research endeavor?
7. What are the differences between primary and secondary data? Give some examples of each.
8. What is meant by extrapolation of data.
9. Identify some differences between quantitative and qualitative research.