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...
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
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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