Critical Perspectives in Advertising Fall 2010 Dec. 2 FINAL EXAM STUDY GUIDE—TEST IS TUESDAY, DEC. 14 AT NOON The test will consist of the following: ¾ True/False and Multiple Choice questions ¾ Terms and Definitions ¾ Short Answer (Concepts) ¾ Lists ¾ Analysis of a television commercial The material will be drawn from Chapters 6, 8 and 9 in our textbook, and from material listed in this guide that is posted on our class website: http://harwoodp.people.cofc.edu/ADVERTISINGCLASSMAINPAGE.html I. Analysis of a Television Commercial: This part of the test will be similar to what you did with the Brett Favre Wrangler jeans commercial. Answer the 15 questions on pages 154‐155 for one of the Pom Wonderful drink commercials: “Eve,” “Aphrodite,” or “Warrior.” All three are posted on our website. Select one to analyze. Type your responses and make sure they are numbered 1‐15 to correspond with the criteria. This paper is due at the start of the exam and is worth 10 points. II. Three Book Chapters Chapter 6, “Political Advertising” Four kinds of political advertisements (from social scientist Montague Kern)‐ be able to list in proper order usually used and understand the purpose of each (p. 100‐102) Political candidates often use visual symbols to get their messages across directly and viscerally (p. 108). On my Chapter 6 PowerPoint on our website, review the TV commercials by S.C. gubernatorial opponents Nikki Haley and Vincent Sheehen. Be able to describe their use of use in their ads and what such symbols attempted to convey to viewers/voters. What do we want in our political candidates and leaders, as listed on page 108 and also in this chapter’s PowerPoint? Review the M.R.I. research by Emory University psychologist Dr. Drew Westen about political choices—understand his conclusions/findings (p. 109‐110) Chapter 8, “Analyzing Print Advertisements” What is meant by the notion that more complex print ads are “storehouses of information” (p. 138 and this chapter’s PowerPoint) Review and have an understanding of the six approaches to interpreting commercial texts, in this case print ads, listed on pages 140‐141. Review how these approaches are used to analyze the Fidji perfume ad (pages 141‐151 1 Chapter 9, “Analyzing Television Commercials” The author goes into great detail about Apple’s “1984” commercial with all its imagery and symbolism Review this analysis and also the summary given in the chapter’s PowerPoint Have an understanding also of Apple’s indirect marketing strategy that was another unique facet of this highly regarded commercial III. Website Articles and Material to Review TV Shows with Most Product Placements‐ know the top five shows on this list TV Ads: Measuring Viewer Engagement—understand what’s meant by “engagement metrics,” how it’s different than the Nielsen Ratings and why some advertisers prefer this way of measuring TV audiences Going Up or Down: Five Retailing Leaders—and Five Laggards‐ be able to list a few of the more successful retail stories cited in this recent article, and some of the least successful stores Review the two postings on how the Gap store changed its logo—then changed back to the old one amid negative feedback Review material on Belk’s more permanent logo change—and be able to write it’s new three word slogan Review postings about Oakley sunglasses and its Chilean miners connection Review (again) the Brett Favre Wrangler jeans commercial and also be able to write Wrangler’s three word slogan Supermarket Science‐ read over the article and have an understanding of what goes into how stores are set up to maximize sales and time spent in stores by customers Website Analytics and Algorithms—review PowerPoint so that you understand meaning, uses and implications of these online tracking software tools Magazine Advertising Comparison Graphic (NewsMax)‐ review and now which women’s and men’s magazines have the most advertising per this survey Cable TV “Cord Cutting” Trend‐ read the Associated Press article so that you are familiar with the issues facing cable TV today as people are finding other ways to watch TV on their computers Why Twitter Matters for Media Organizations—review the 15 things Twitter does effectively and be able to list and briefly explain several of these things the writer mentions Related to this article, be able to describe what he means by Twitter as a “formidable aggregation tool” and a “fantastic form of marketing” The Future of Advertising… Is Still Advertising‐ what are the key points and messages the author makes about advertising now and in the future? 2
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