[MKT 4350] - Final Exam Guide - Comprehensive Notes for the exam (87 pages long!)

• School: UT-Dallas
• Department: Marketing Management
• Course: MKT 4350
• Professor: Biswas Abhijit

Document Summary

Lecture 1: the world of advertising and the structure of the advertising industry. First printed ad dated back to english 1477. Advertising any paid form of non-personal communication about an organization, product, service or idea by an identified sponsor. 3 criteria to be met to be advertising: the communication must be paid for, the communication must be delivered through mass media, the communication usually must be attempting to persuade. Advertisements specific message designed to persuade an audience. Advertising campaign series of ads and promotions that communicate a central theme or idea: exm. Geico gecko, state farm jingle, state farm cliff paul born to assist. Integrated brand promotion (ibp) coordinating promotional tools (sales, marketing, etc ) with advertising to build and maintain brand awareness (know), identity (like the brand) and preference (like better than competitors: exm. Advertising and the marketing mix: product price promotion place.