MRKTNG 4550 Midterm: Study Guide, Test 2
Document Summary
Study guide for test 2 integrated marketing communications: know the steps involved in designing an ad, creative brief, objective of the ad, target audience, product, facts that benefit ad is to convey substantiate the claims made, restrictions. Means-ends chain is and how it affects the design of ads. This could be ad copy, a visual, etc. Similar to sol except that it has greater intensity customer tells about a positive experience with the product, effective for services: authoritative. Using research or experts to support ad"s claims, assumes the central processing route is used: demonstration, fantasy . Ads showing how the product works designed to give the audience a make-believe experience. Product is compared with competing brands: affective designed to invoke emotions or feelings and match them with the product. Identify target audience or market and who should receive messages and the defining characteristics of the media that will be used for delivery of the messages.
