Principles of Advertising:  Quiz 1 Study Guide

Listed below are terms that will likely appear on the test.  They may appear as multiple choice questions or short essays questions.

The following concepts may also be a part of the test: 
What is consumer behavior and why is it important to advertisers
What are the major types of organizations involved in the advertising industry (ch. 4)
Besides advertising what are other communication tools available to the advertiser.


Chapter 1:
awareness advertising
business to business advertising
collateral materials
consumer advertising
consumers
direct response advertising
global advertising
local advertising
noncommercial advertising
personal selling
product advertising
public relations
public relations activities
retail advertising
sales promotions
target audience
target market
trade advertising

Chapter 4: The Scope of Advertising
account executives
advertising agencies
cooperative advertising
digital interactive media
full-service advertising agency
institutional advertising
markup
advertisers / clients
Departments in an ad agency

Chapter 5:  Marketing and Consumer Behavior
central route to persuasion
consumer behavior
consumer decision process
mental files
perception
perceptual screens
peripheral route to persuasion
reference groups

Chapter 6:  Market Segmentation and the Marketing Mix
the four Ps
marketing mix
induced differences
intensive distribution
market segmentation
perceptible differences
position
product life cycle
pull strategy
push strategy
target market