MEJO 137 Ad PASSED Actual Exam Questions and CORRECT Answers
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Module
MEJO 137
Institution
MEJO 137
MEJO 137 Ad PASSED Actual Exam
Questions and CORRECT Answers
Factors of marketing (4 Ps) - CORRECT ANSWER- Product
What you are providing
Price
Money you ask for product
Place
Stores, distribution channel
Promotion
Advertising, PR, personal selling, corporate communications, direct market...
MEJO 137 Ad PASSED Actual Exam
Questions and CORRECT Answers
Factors of marketing (4 Ps) - CORRECT 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 - CORRECT 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
ELM (elaboration likelihood model) - CORRECT 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 - CORRECT 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 - CORRECT 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 - CORRECT ANSWER- ✔✔Thinking v feeling with involvement
Axis of high involvement and low involvement with thinking and feeling
High involvement and thinking
Expensive, commitment products
Ex. cars, homes
Use two sides argument, use strongest argument last
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