MKT320F Units 8-10 Reading Checks

Questions and Answers

The two major categories of communications are:

Mass and interpersonal (correct)

Long term and short term

Direct and indirect

Verbal and nonverbal

Informative and persuasive

In the communication process, the game served as a(n) _____ for transmitting the message.

Receiver

Decoder

Sender

Encoder

Channel (correct)

One role of marketing communications in the problem recognition stage of the purchase decision-making process is to:

Educate consumers about features and benefits

Alert the company about problems in conveying a message to target consumers

Remind consumers of existing needs (correct)

Help distribution partners identify product availability problems

Resolve consumer problems with customer service outreach

Which of the following accurately matches the stages of the hierarchy of effects model to the intended outcomes of marketing communications?

Awareness and Knowledge = think Signup and view all the answers

Which of the following elements is NOT one of the classic elements of storytelling in advertising?

Media Signup and view all the answers

Owned media encompasses various types of media such as:

All of the responses are correct Signup and view all the answers

Which of the following types of media vehicle may be particularly useful for Red Bull to generate earned media?

Sponsorship of the Cliff Diving World Series Signup and view all the answers

When Bose provides free headphones to Charles Barkley and other famous members of the NBA media, this is an example of:

Public Relations Signup and view all the answers

Study Notes

Communication Categories

Major categories of communications include mass communication and interpersonal communication.
Mass communication reaches a wide audience, while interpersonal communication focuses on individual interaction.

In-Game Advertising

Castrol Syntec utilized video games for in-game advertising to connect with a young, car-loving audience.
In this context, the game functioned as a channel for transmitting the marketing message.

Marketing Communications in Decision-Making

During the problem recognition stage of purchasing, marketing communications can remind consumers of existing needs.
Example: Arm & Hammer Baking Soda addresses refrigerator odors, presenting their product as a solution.

Hierarchy of Effects Model

The Think stage involves marketing communications that create awareness and knowledge about a product.
The Feel stage corresponds to consumer liking and conviction, while the Do stage equates to the actual purchase.

Storytelling in Advertising

Good advertising storytelling includes elements such as characters, plot, message, and conflict.
Media, while essential for delivery, is not considered a narrative element.

Owned Media

Owned media comprises company-controlled channels, including retail stores, social media channels, product catalogs, and signage.
Firms use owned media without paying for advertising space.

Earned Media Strategy

Red Bull Energy Drink aims to generate earned media by associating itself with popular culture.
Sponsorship of extreme sports events, like the Cliff Diving World Series, enhances brand positioning linked to high energy and adventure.

Public Relations Example

Providing free products to celebrities (e.g., Bose headphones to NBA members) exemplifies public relations strategies.
This tactic encourages word-of-mouth promotion and strengthens brand image.

Description

Test your knowledge of key concepts from Units 8-10 of MKT320F. This quiz covers essential categories of communication and real-world marketing strategies, such as in-game advertising. Perfect for reviewing your understanding before exams!