MEJO 137 ad exam 2024 with complete solution

MEJO 137 ad exam 2024 with complete solution Factors of marketing (4 Ps) - Answer ️️ -Product What you are providing Price Money you ask for product Place Stores, distribution channel Promotion Advertising, PR, personal selling, corporate communications, direct marketing communications Information processing theory AIDA model - Answer ️️ -Model of how individuals process info they are exposed to in order The linear of "transportation" model which is based on a logical and rational process AIDA based on assumption that people are rational Attention-interest-desire-action Have to get one to follow to the next Problem: people are always not rational; are influenced by emotion With new media, people can skip steps Attention, interest, desire action Sequential--need one to get the other How individuals are expected to process info Traditional meaning of AIDA--can't skip the linear process Information processing theory ELM (elaboration likelihood model) - Answer ️️ -Dual route but multiprocess theory Dual routes (central v peripheral) refer to attitude change that are based on diff degree of effortful info processing activities Central route Relatively extensive and effortful info processing aimed at scrutinizing and uncovering central merits of the issue Memory lasts longer Analytical and motivated High effort elaborate, agree, counter argue Strong arguments cause enduring agreement Peripheral route Less effortful info processing influence by internal or external factors not associated with the core of the issue such as visual cues or celebrity Easier to forget, easier to process High v low involvement High involvement consumer - Answer ️️ -About to purchase Highly interested, etc Scrutinizing the product relevant in