广告学概论复习内容 总结(2)

A.designing a marketing mix

B.Achieving effective market segmentation product differentiation and positioning

C.Contributing to revenue and profit generation D.Enhancing customer satisfaction

6.广告种类

The functional goals for advertising include primary (基本需求刺激广告)and selective demand stimulation选择性需求刺激广告);direct(及时反应广告）and delayed response advertising(延时反应广告),and corporate advertising（企业广告）.

7.广告业的结构

8.广告公司的职位

The types of agency professionals include the following:Account planners,Account supervisors,Art directors,Creative directors,Copywriter,Radio and television

producers,Researchers ,Artists,Technical staff,Marketing

specialists,Media buyers,Public relations specialists,Sales promotion and event planners,Direct-marketing specialist,Web developers,Interactive media strategists.

9.消费者的决策过程(the consumer decision-making process) Need recognition需求意识

Information search and alternative evaluation 信息收集和选择评估 Purchase 购买

Post-purchase use and evaluation 购买后使用与评估

10.消费者决策的四种方式(Four modes of consumer decision making) Extended problem solving 深入性问题解决方式 Limited problem solving有限型问题解决方式 Habit or variety seeking习惯或变化愿望方式 Brand loyalty品牌忠诚方式

11.社会文化中对广告的影响因素（Advertising in a sociocultural consumption context）

A.culture:culture is what a people do, It is the way things are done. B.Values:Values are the defining expressions of culture.The express in words and deeds what is important to a culture.

C.Rituals:Rituals are “often-repeated formalized behaviors involving symbols”.

D.Society:Society is “a group of people who share a common culture,occupy a particular territorial area, and feel themselves to constitute a unified

and a distinct entity”. E.Social Class F.Family

G.Reference Group H.Gender I.Community

百度搜索“77cn”或“免费范文网”即可找到本站免费阅读全部范文。收藏本站方便下次阅读，免费范文网，提供经典小说综合文库广告学概论复习内容 总结(2)在线全文阅读。