Tips for The Ads Exams..

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Advertising & Marketing

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├─ 1. Advertising

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├─ 2. Advertising as Communication

│   └─ Sender → Message → Medium → Receiver → Feedback

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├─ 3. Types of Advertising

│   ├─ Product, Institutional, Informative

│   ├─ Persuasive, Reminder, Comparative

│   └─ Public Service, Trade/B2B, Digital

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├─ 4. Media of Advertising

│   ├─ Print, Broadcast, Outdoor

│   ├─ Digital, Direct Mail, Cinema

│   └─ Non-Traditional / Emerging

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├─ 5. Marketing

│   ├─ Customer-centered, Value creation

│   └─ Functions: Research, Product, Price, Place, Promotion, CRM

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├─ 6. Market Segmentation

│   ├─ Demographic, Geographic

│   ├─ Psychographic, Behavioral

│   └─ Example: MTN Ghana audience targeting

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├─ 7. Marketing Mix (4Ps + 7Ps)

│   ├─ Product, Price, Place, Promotion

│   └─ People, Process, Physical Evidence

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├─ 8. Advertising Campaigns

│   ├─ Objective, Target, Message, Media

│   └─ Budget, Creative, Timing, Evaluation

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├─ 9. Advertising Agency

│   ├─ Research, Creative, Media, Production, Evaluation

│   └─ Types: Full-service, Boutique, Media, Digital, In-house

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└─ 10. Advertising Industry & Structure

    ├─ Advertisers, Agencies, Media

    ├─ Suppliers, Regulators

    └─ Consumers