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Exam (elaborations)

MEJO 137 ad Exam Questions With Correct Answers

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MEJO 137 ad Exam Questions With Correct Answers Factors of marketing (4 Ps) - answerProduct What you are providing Price Money you ask for product Place Stores, distribution channel Promotion Advertising, PR, personal selling, corporate communications, direct marketing communications Info...

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  • September 17, 2024
  • 8
  • 2024/2025
  • Exam (elaborations)
  • Questions & answers
  • MEJO
  • MEJO
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Brightstars
©THEBRIGHTSTARS 2024/2025


MEJO 137 ad Exam Questions With Correct
Answers


Factors of marketing (4 Ps) - answer✔Product
What you are providing
Price
Money you ask for product
Place
Stores, distribution channel
Promotion
Advertising, PR, personal selling, corporate communications, direct marketing communications
Information processing theory

AIDA model - answer✔Model of how individuals process info they are exposed to in order
The linear of "transportation" model which is based on a logical and rational process
AIDA based on assumption that people are rational
Attention-interest-desire-action
Have to get one to follow to the next
Problem: people are always not rational; are influenced by emotion
With new media, people can skip steps
Attention, interest, desire action
Sequential--need one to get the other
How individuals are expected to process info
Traditional meaning of AIDA--can't skip the linear process
Information processing theory

, ©THEBRIGHTSTARS 2024/2025
ELM (elaboration likelihood model) - answer✔Dual route but multiprocess theory
Dual routes (central v peripheral) refer to attitude change that are based on diff degree of
effortful info processing activities
Central route
Relatively extensive and effortful info processing aimed at scrutinizing and uncovering central
merits of the issue
Memory lasts longer
Analytical and motivated
High effort elaborate, agree, counter argue
Strong arguments cause enduring agreement
Peripheral route
Less effortful info processing influence by internal or external factors not associated with the
core of the issue such as visual cues or celebrity
Easier to forget, easier to process
High v low involvement

High involvement consumer - answer✔About to purchase
Highly interested, etc
Scrutinizing the product relevant information presented in an ad
Favorable attitude toward cogent and persuasive message
Unfavorable attitude to ward weak and specious info
Central route
High v low involvement

Low involvement consumer - answer✔Not planned purchase
Not expending the effort required to think about the product relevant arguments
Focusing on attractiveness or prestige of product's endorser

FCB model - answer✔Thinking v feeling with involvement
Axis of high involvement and low involvement with thinking and feeling
High involvement and thinking

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