BUS 348 Study Guide - Midterm Guide: Integrated Marketing Communications, Brand Equity, Mintel

• School: Stony Brook University
• Department: Business Management
• Course: BUS 348
• Professor: Julie Huang

Document Summary

Exam 2 study guide (14th edition of textbook) Chapter 12: setting product strategy (pages 325-332 & 344-349: product, product classifications, co-branding. Chapter 17: designing and managing integrated marketing communications: marketing communications, 8 major modes of communication (be able to explain types/pros/cons of each, advertising, sales promotion, events and experiences, public relations and publicity, direct. Chapter 19: managing personal communications: direct marketing, interactive marketing, word of mouth, types/pros/cons of each. In-class exercises: how to interpret and apply data from mintel vs. hoover"s. Exam 2 study guide (15th edition of textbook) Chapter 12: setting product strategy (pages 367-377 & 387-393: product, product classifications, co-branding, ingredient branding. Chapter 19: designing and managing integrated marketing communications: marketing communications, 8 major modes of communication (be able to explain types/pros/cons of each, advertising, sales promotion, events and experiences, public relations and publicity, direct. Marketing, interactive marketing, word of mouth: aida model vs. kotler & keller"s four communications objectives, personal communications channels, non-personal (mass) communications channels.