ADV 225: Final Exam Review

These flashcards cover key concepts relevant to business writing as outlined in lecture notes, useful for exam preparation.

What is the purpose of segmentation in marketing?

Segmentation divides consumers into different groups based on shared characteristics.

What are the five language registers mentioned in the lecture?

Frozen, Formal, Consultative, Casual, Intimate.

Define active voice in writing.

In active voice sentences, the subject performs the action expressed in the verb.

What is a formal register typically used for?

It is used in professional settings, such as keynote speeches and presentations.

What is the difference between earned, owned, and paid media?

Earned media is exposure through media mentions; owned is content a business controls; paid is content a business pays to promote.

What is cause-related marketing (CRM)?

CRM links a company or brand to a relevant social issue for mutual benefit.

What type of report provides status updates on processes or projects?

Progress reports provide status updates on processes or projects.

What is the purpose of a business proposal?

To provide an offer to a prospective buyer with positive information about products or services.

What are the key components of effective email marketing?

Legitimate header information, accurate subject lines, and an unsubscribe link.

What impacts consumer perception and decision making in marketing?

Barriers, which can be structural or attitudinal.

What defines a primary research study?

Original research conducted to generate needed data that specifically addresses a defined research goal.

What is the iceberg principle in research?

Only 10% of a problem is visible, while 90% is not, suggesting the need for thorough research.

What does pinkwashing refer to?

Misleading promotion of a cause or brand by deploying the color pink to downplay negative aspects.

What are the advantages of earned media?

Credibility from being published in newspapers or magazines rather than by the organization itself.

What constitutes a native advertising piece?

Content that resembles the format of the medium it appears in, while still promoting a product or service.

How is a drip campaign different from a nurture campaign?

A drip campaign sends pre-designed emails on a set schedule, while a nurture campaign triggers emails based on customer actions.