Questions and Answers
The two major categories of communications are:
In the communication process, the game served as a(n) _____ for transmitting the message.
One role of marketing communications in the problem recognition stage of the purchase decision-making process is to:
Which of the following accurately matches the stages of the hierarchy of effects model to the intended outcomes of marketing communications?
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Which of the following elements is NOT one of the classic elements of storytelling in advertising?
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Owned media encompasses various types of media such as:
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Which of the following types of media vehicle may be particularly useful for Red Bull to generate earned media?
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When Bose provides free headphones to Charles Barkley and other famous members of the NBA media, this is an example of:
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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.
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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!