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Exam 15: Promotion Ii: Configuring the Marketing Communications Mix

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Question 1

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When audiences experience low involvement, messages should attempt to gain an emotional response. For example, ads for fashion, cosmetics, fast food, and soft drinks often engage audiences through the use of fear, humour, animation, and storytelling.

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Question 2

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Campaigns based on the use of digital media designed to integrate brands into people's lives through conversation and brand and audience interaction is known as:____________

A) participation-led integration
B) brand-led orchestration
C) media-led
D) advertising-led

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Question 3

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________________ is a general construct that has been widely researched not only in marketing but also in fields such as psychology and organizational behavior. It can be used to denote individuals (e.g., an art director at an advertising agency) , processes (e.g., design thinking methods used to brainstorm advertising campaigns) , or outputs (e.g., the actual ad executions used in a marketing campaign) .

The automation of the media planning, buying, and selling process is referred to as:___________

This is a communication tool that adds value to a product or service with the intention of encouraging people to buy now rather than at some point in the future.

What type of media consist of three main formats: street furniture (such as bus shelters) ; billboards (which consist primarily of 96-, 48-, and 6-sheet poster sites) ; and transit (which includes buses, taxis, and the London Underground) ?

IMC has emerged for many reasons, but two main ones concern ________ and ________.

____________ is very effective at delivering messages to target audiences as it allows for explanation in a way that most other media cannot.

Using a set of criteria can help simplify the complex and difficult process of selecting the right marketing communications mix. Which of the following is NOT one of the key criteria in selecting the right marketing communications mix?

When Apple released iOS 9, the operating system enabled ad-blocking and deep linking in apps. Part of the motivation was to enable iPhone users to have a cleaner and faster web experience . This is an example of change is known as:_______

________________ refers to partially or entirely advertising supported audio programming available to consumers on a streaming basis, delivered via the wired and mobile Internet (e.g., post casts) .

Different types of public relations can be identified but the main approach is referred to as 'media relations' and consists of press releases, conferences, and events. Other forms of PR include lobbying, investor relations, and corporate advertising.

__________________ refers to ads that follow the form, function, and sometimes the context of the host provided that they have social relevance.

Car manufacturer Kia developed a co-creation competition to underpin a global brand campaign - the "Power to Surprise". Over 250 submissions were made from people around the world with the best entries hosted on Kia's HYPERLINK "http://www.facebook.com/Kiamotorsworldwide/app_420566571325298" \t "_blank" global Facebook page. People were encouraged to share them with friends and to vote on their favourite submission.This is a good example of:

This includes advertisements that contain 'call-to-response' mechanisms such as telephone numbers, website addresses, email and postal addresses:__________

Digital technology has given rise to a raft of different media and opportunities for advertisers to reach their audiences. We now have access to hundreds of commercial TV and radio channels. Cinemas show multiple films at multiplex sites, and the internet has transformed the way in which we communicate, educate, inform, and entertain ourselves. This expansion of the media is referred to as audience fragmentation.

Direct marketing is an activity undertaken by an individual representing an organization, or collectively in the form of a sales force.

____________is also a form of sponsorship and represents a relationship between film/TV producers and managers of brands. Through this arrangement, brand managers are able, for a fee, to present their brands 'naturally' within a film or entertainment event. Such placement is designed to increase brand awareness, develop positive brand attitudes, and possibly lead to purchase activity.

________________is used to influence the way an organization is perceived by various groups of stakeholders.

Door to door can be much cheaper than direct mail as there are no postage charges to be accounted for.