Marketing-Buyer behavior
Textbook: SChiffman, Wisenblit , Consumer Behavior , 11th ed. , Pearson , ISBN 9780132544368
1. Persuasive advertising appeal: Present and explain each of the five types of appeals. In each explain how it works, when it does not work (limitations).
2. Present the various measures for message effectiveness. In each explain what is measured and how it is related to any particular stage of the persuasion process.
3. New media:
1. What is eyeballs targeting? How different is it from segmentation targeting?
2. Outline the advantages of impression based targeting.
3. Explain the concept of real-time bidding.
4. What Google has to offer marketers? Present and explain each method. Provide examples
4. Social media:
1. What data is collected from networks? Be specific.
2. What is the legal basis that gives marketers the right to act: researching, communicating, selling, etc. within the social networks? Explain each type of permission given.
3. Outline the five characteristics of effective social media campaign.
4. Outline the three types of social media channels.
5. Media’s advertising effectiveness:
1. Describe all elements of the data used to analyze website visits.
2. What includes in Google analytics?
3. Describe Nielsen and MRI feedback on media exposure including the portable people meter.
6. Progress in traditional media: Outline new development and progress in the traditional media that better serve marketers, including out of home media and branded entertainment (product placement)