When using message evaluation techniques, copytesting is most likely to be used:

925 North Spurgeon Street, Santa Ana, CA 92701

www.calcoast.edu Phone: 714-547-9625 Fax: 714-547-5777

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Tracking Your Academic Activities Verifying an accurate course completion time is essential for accreditation. To meet both accreditation requirements and award academic credit, educational institutions must document the total number of hours students spend completing designated academic activities related to their coursework.

The total hours are then translated into academic credit based on a prescribed method of measuring educational attainment known as the Carnegie Unit. 90 hours of student preparation time and 45 hours of student engagement time are required for a 3 credit hour course.

Using the attached form as an example, keep track of the time you spend on each lesson, pre-test, self-test, unit test, writing assignment, reading assignment, outside reading, final examination, etc. You will not be required to turn in the worksheet; however, at the end of the course you will receive a Student Course Survey and the final question will ask how long it took you to complete the course. Your assistance in completing this requirement and providing the university with this valuable data is greatly appreciated.

As you fill out the worksheet, please keep in mind that your Academic Engagement Activities should total approximately 45 hours. Some examples of this type of activity may include:

Lesson Review Exercises

Key Term Reviews

Analysis

Study Guide Review

Writing Assignments

Review Grading Rubric

Unit Examinations

Proctored Final Examination

Course Academic Online Discussions

Student/Instructor Interaction

Documents/Student Resources

As you fill out the Academic Preparation Activities, please keep in mind that these should total approximately 90 hours. Some samples of this type of activity may include:

Pre-Test

Reading Assignments

Key Term Reviews

Studying for Examinations

Writing Assignments

Review Grading Rubric

Study Lesson Review Exercises

Internet/Web Research

Reading Websites

Suggested Outside Reading

Sample Worksheet for Tracking Your Academic Activities

Upon completion of this course, you will be asked to complete a survey. The last question on the survey will ask you the number of hours it took to complete the course. The total hours are then translated into academic credit based on a prescribed method of measuring educational attainment known as the Carnegie Unit. 90 hours of student preparation time and 45 hours of student engagement time (135 hours) are required for a 3 credit hour course.

This worksheet was developed as a tool to help track your time. You are not required to turn it in.

length of time to

complete

length of time to

complete

length of time to

complete

length of time to

complete Unit 1 Unit 2 Unit 3 Unit 4 Totals

Academic Engagement Activities Lesson Review Exercises Key Term Review Exercises Study Guide Review Documents/Student Resources Writing Assignments Review Grading Rubric Unit Examinations Proctored Final Examination Case Studies/Critical Analysis Course Academic Online Discussions Student/Instructor Interactions

Total Academic Engagement required for a 3 unit course = 45 hours

Academic Preparation Activities Pre-Test Reading Assignments Analyze Case Studies/Critical Analysis Key Term Review Exercises Study for Examinations Suggested Outside Readings Web Research Writing Assignments Review Grading Rubric Reading Websites Study Lesson Review Exercises

Total Academic Preparation required for a 3 unit course = 90 hours

Grand total of hours of various learning activities in completing this course

Pre-test Instructions

Thank you for taking the time to complete the required pre-test. The purpose of the pre-test is to measure your knowledge of the subject matter at the beginning of each course.

Please be assured, your score on the pre-test will not be part of your course grade. We do not want you to try to study for it or be worried about doing well on the pre-test. It is simply a measure of your “starting place,” that will be used for improving course content and to meet accreditation requirements.

If you receive your course materials online: • Please log-in to your Coast Connection student portal to complete your pre-test.

If you receive your course materials by mail: • You will receive your answer sheets for the pre-test by mail. • Once you have completed your pre-test, please mail or fax your answer sheet to the University at:

California Coast University 925 N. Spurgeon Street Santa Ana, CA 92701 Fax: 714-547-1451

If you have any questions, please feel free to contact the Student Services Department. Thank you for your cooperation.

Pre-test

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MKT 310 Advertising and Promotions

Multiple Choice Questions (Enter your answers on the enclosed answer sheet)

GIMC stands for ____________. 1.

Global and Institutional Marketing Conceptsa. Generating Ideas for Marketing Controlb. Generic and Institutionalized Marketing Creationsc. Globally Integrated Marketing Communications d.

In the global cell phone market, the industry leader with 40 percent of the market share is 2. ___________.

Nokiaa. LGb. Motorolac. Samsung d.

Logos help with in-store shopping because ____________. 3.

they are a form of cluttera. consumers have made up their minds prior to arrivalb. they are more readily recognized by shoppersc. they move traffic past goods which are not being purchased d.

When a customer believes Black and Decker makes the best and most reliable tools, this is an 4. example of brand ____________.

cooperationa. decisionb. equityc. parity d.

The joint venture of two or more brands into a new good or service is ____________ branding. 5.

flankera. cooperativeb. complementaryc. ingredient d.

Which component of an attitude contains the feelings or emotions a person has about a 6. product?

affectivea. cognitiveb. rationalc. conative d.

Pre-test

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MKT 310 Advertising and Promotions

In a buying center, the person who would be the most likely to say, “We need to limit our 7. choices to local vendors.”

a buyera. the gatekeeperb. a userc. an influencer d.

If Microsoft’s marketing team wanted to use a different communications approach when 8. designing mailings for various business industries, they could utilize the segmenting system of ____________.

demographicsa. the NAICS codeb. opportunity analysisc. competitive analysis d.

Who is in charge of maintaining project history, creating schedules, managing resources, 9. setting up team meetings, prioritizing projects, training new employees about agency processes, setting up new clients, routing proofs, proofreading material and whatever else needs to be done to ensure deadlines are met?

traffic managera. account executiveb. account plannerc. creative d.

A Campbell’s Soup advertisement is designed to support the launch of a new type of soup and 10. to tell consumers about a special sweepstakes that is tied into the launch. The advertising goal of this advertisement is most likely to ____________.

support other marketing effortsa. persuadeb. encourage actionc. inform d.

In recent years, more business-to-business advertisements have incorporated _____________. 11.

leverage points to move business buyers from knowledge to purchasesa. stronger verbal elements to persuade business buyersb. stronger visual elements to heighten the emotional aspect of making a purchasec. more rational appeals to create stronger affinities for particular brands d.

Pre-test

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MKT 310 Advertising and Promotions

An advertisement for Nintendo using a cognitive message strategy would probably feature 12. which type of message strategy because Nintendo holds 47 percent of the market share in the handheld game market?

comparativea. preemptiveb. unique selling propositionc. generic d.

Which message strategy is designed to trigger impulse buys? 13.

conativea. affectiveb. resonancec. unique selling proposition d.

In terms of television ratings, a new approach that has been growing in use is ____________. 14.

gross impressions and OTSa. net rating points rather than gross rating pointsb. Nielsen’s national rating pointsc. to provide a rating for the actual commercial spot d.

The ideal medium for interactive marketing is _____________. 15.

the Interneta. e-mailb. televisionc. print media d.

In terms of online metrics, dwell time measures the amount of time individuals spend 16. ____________.

searching for a particular product using a search enginea. clicking or mousing over a linkb. with an advertisementc. on a website d.

Pre-test

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MKT 310 Advertising and Promotions

A paintball “cat shoot” (at a painting of a cat) designed to raise funds for the local humane 17. society while attracting attention and customers is an example of _____________.

lifestyle marketinga. poor marketing judgment due to alienating customersb. guerilla marketingc. brand recognition development d.

The key reason many CRM programs failed was ____________. 18.

a focus on technology rather than peoplea. a focus on sales rather than enhancing relationships with customersb. failure to differentiate customer profilesc. firms did not understand customers d.

The need-satisfaction sales approach _____________. 19.

uses specific statements (stimuli) to elicit specific responses from customersa. requires employees from the selling organization to analyze the buyer’s businessb. strives to discover a customer’s needs during the first part of the sales call then provide c. solutions to those needs requires the two organizations to develop a common mission d.

When time-share properties offer to let you stay for a night or weekend on the condition you 20. listen to a sales pitch, they are using which consumer promotion technique?

samplinga. couponb. a premiumc. price-off d.

Assessment of a corporation’s reputation begins ____________. 21.

by counting hits a company has received in the public pressa. with hiring a public relations firm to conduct a public relations audit of the firm’s publicityb. by developing a corporate image-building campaignc. when company leaders take the time to conduct surveys and interviews to learn what d. people think of the organization, both internal and external to the company

Pre-test

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MKT 310 Advertising and Promotions

Believing that Wheaties may help make you a champion since so many successful athletes 22. have endorsed the cereal is the result of using which proactive prevention strategy for damage control?

acclimationa. entitlingsb. impression managementc. reinforcement d.

The funeral industry was sanctioned by the Federal Trade Commission (FTC) in 1984 and 23. 1994 for practices common in the industry. To correct these misleading practices, the FTC would issue a ____________.

consent ordera. corrective advertising orderb. cease and-desist orderc. trade regulation ruling d.

In terms of evaluation categories, which techniques utilize actual numbers and measures the 24. actual results of the marketing program?

recognition evaluationa. message evaluationb. respondent behavior evaluationc. online me d.

In addition to quantitative measures supplied through copytesting by firms such as Millward 25. Brown, ad research agencies can provide all of the following through their copytesting EXCEPT ___________.

potential responses of respondentsa. verbatim comments of respondentsb. emotional reaction testsc. comparisons to competitors’ adsd.

925 North Spurgeon Street, Santa Ana, CA 92701

Text:

Author(s):

Publisher:

S tu

d y G

u id

e

www.calcoast.edu

Phone: 714-547-9625 Fax: 714-547-5777

Integrated Advertising, Promotion, and Marketing Communications

Fifth Edition, 2012

ISBN-13: 9780132538961

Kenneth E. Clow and Donald Baack

Pearson/Prentice Hall

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MKT 310 Advertising and Promotions

Message From the President

MKT 310 Advertising and Promotions

Welcome to California Coast University. I hope you will find this course interesting and useful throughout your career. This course was designed to meet the unique needs of students like you who are both highly motivated and capable of completing a degree program through distance learning.

Our faculty and administration have been involved in distance learning for over forty years and understand the characteristics common to successful students in this unique educational environment.

This course was prepared by CCU faculty members who are not only outstanding educators but who have real world experience. They have prepared these guidelines to help you successfully complete your educational goals and to get the most from your distance learning experience.

Again, we hope that you will find this course both helpful and motivating. We send our best wishes as you work toward the completion of your program.

Sincerely,

Thomas M. Neal President

All rights reserved. No part of this book may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or by any information storage and retrieval system without written permission from the publisher, except for the inclusion of brief quotation in review. Copyright © 2014 by California Coast University

Syllabus

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MKT 310 Advertising and Promotions

Course Number MKT 310

Course Title Advertising and Promotions

Course Description This course will allow students to see a collective picture of integrated marketing communications. Focus is placed on business-to-business marketing concepts, international marketing discussions, brand management and various advertising and promotional tactics.

Units of Credit 3 Units of Credit

Course Objectives Upon successful completion of this course, students will be able to:

• Understand the Integrated Marketing Communication Foundation.

• Analyze advertising tools, marketing power and message strategies.

• Evaluate promotional tools, selling and public relations.

• Become familiar with integration tools such as technology and business specific programs.

Learning Resources Textbook: Integrated Advertising, Promotion, and Marketing Communications 5th Edition, 2012 by Kenneth E. Clow and Donald Baack, Pearson/Prentice Hall

ISBN-13: 9780132538961

All course examinations are based on the contents of the textbook required for this course. To successfully complete the examinations, you will need the textbook. You may rent the textbook from the CCU rental library or you may purchase the textbook from another source.

Although this study guide is developed by California Coast University, it may contain materials provided by the publisher of the textbook.

The Study Guide

The study guide was designed to help you further understand the material in the textbook and master the course content. Each study guide chapter corresponds to a chapter in the textbook.

Additional Readings and Online Resources

To help you further understand this subject material, additional readings and/or online resources related to this course are listed in this syllabus.

Syllabus

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MKT 310 Advertising and Promotions

The Library Information and Resources Network, Inc. (LIRN)

Students are provided access to the Library and Information Resources Network, Inc. (LIRN). LIRN provides a centralized management of electronic information resources that allow students to access multiple research databases through one portal. Detailed information on the Library and Information Resources Network, Inc. is available on the California Coast University website under the Resources Tab. For additional information on using the network, LIRN provides a User Guide to help students search for the needed information. This helpful resource is available on the LIRN website. For information on accessing LIRN, please contact California Coast University - library@calcoast.edu or (714) 547-9625.

Supplementary Materials

Unit Examination Answer Sheets* Final Examination Scheduling Form

*Master of Education and Doctor of Education students will not receive unit exam answer sheets. These programs require written responses only.

Your Course Grade

Your grades on course examinations are determined by the percentage of correct answers. The university uses the following grading system:

A = 90% – 100% correct B = 80% – 89% correct C