ADV 150 Study Guide - Midterm Guide: Brand Awareness, A.D. Vision, Bicycle Wheel
13 Nov 2016
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As always - the stuff on this review is what is on the test. Situation analysis is where the client and agency lay out the most important factors that define the market and consumer situation, and then explain the importance of each factor. Ethnocentrism is the tendency to view and value things from the perspective of one"s own culture. Self-reference criterion (src) is the unconscious reference to one"s own cultural value, experiences, and knowledge as a basis for decisions. Industry analysis focuses on developments and trends within an entire industry and on any other factors that may make a difference in how an advertiser proceeds with an advertising plan. A market analysis complements the industry analysis, emphasizing the demand side of the equation. An advertiser examines the factors that drive and determine the overall market for a product or service category within which the advertiser offers a brand.
