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MKTG 403 Midterm BYU Fall Questions and Answers Latest Update 2024
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MKTG 403 Midterm BYU Fall Questions and Answers Latest Update 2024
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MKTG 403 Midterm BYU Fall Questions and Answers Latest Update 2024Advertising defined -ANSWERPaid, not personal, present & promote (ideas, goods, services)
History of Advertising -ANSWERAgency Beginnings: Post civil war - Took ads to newspaper, collect circulation, copywrite services (Tell us what you want to do
and we'll write it + post it)
Brands began in the late 1800s 1890s: creation of slogans
History of Consumer Skepticism -ANSWER
Not truthful -> skepticism -> FTC in 1914 (for fair, evidential information)
Creative Brief: Advertising Objective -ANSWER
What is the problem that needs to be solved? (quantifiable)
Short (1-2 sentences)
Ie: increase # of followers by 20% at the end of Q1
Creative Brief: Target -ANSWERWho is the consumer and what is their needs state?
Caricaturize your audience into one person, give detail
Ie: Charles is a BYU freshman who lives in Helaman...he wants to eat healthier but is always running late to class, etc.
Creative Brief: Insight -ANSWERWhat is in the mind of the consumer? How would they say it?
One sentence, first person, conversational
Ie: Cannon - I want more variety in my breakfast but I don't
Ask for various Exams or Study materials from (arthurmurphy121@gmail.com) want to spend so much money on buying groceries all the time.
Creative Brief: Promise -ANSWER How can we solve the problem?
What must show up in the advertising, your positioning statement
Ask for various Exams or Study materials from (arthurmurphy121@gmail.com) Ie: Cannon Center promises to provide a wide variety of selection during breakfast time
Creative Brief: Support -ANSWER
Reasons to believe Bullet points, rational and emotional, order of importance
Ie: affordable - avg cost is lower than any other on campus dining Creative Brief: Tone -ANSWERHow should the ad feel?
3-4 words, maintain consistency with the
brand Ie: Chuck E Cheese = "tranquil" (NO)
Creative Brief: Assignment -ANSWERThe deliverable, what media are we using?
What is the best way to get the message across to the consumer?
Ie: best way for gen-z -> make a tik tok challenge where they use your product
CAE -ANSWERThe processes the consumers are following after exposure to an advertisement
Cognition - "Think"
Affect - "Feel" (hard to measure pure affect, cognition often involved) Experience - "memories/doing"
I think, I feel, I buy (not always the case, can flow out of this Ask for various Exams or Study materials from (arthurmurphy121@gmail.com) order)
AAD -ANSWERattitude toward the ad
How did you feel about it?
Ask for various Exams or Study materials from (arthurmurphy121@gmail.com)
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