What classic component of American movies has been regularly used as a platform for product placement? Question 2
The broad concept of ____ is interactive in that the marketer attempts to develop an ongoing dialogue with the customer, based on the idea that one contact will lead to another, and then another, so the message is continually refined.
The message weight of a media plan is used as a simple measure of the
Which up-and-coming technology offers a consumer “private hot spots” of wireless access virtually anywhere?
A mother purchases a Happy Meal box and her son immediately picks up the little toy that accompanies it. The little boy’s new toy is an example of a
Humor ads are used most often to
Stockholders, suppliers, employees, government entities, citizen action groups, and the general public can all be considered ____ in the world of public relations.
Which of the following would most likely be experienced by a highly creative person coming up with ideas for a new commercial?
A real-life nurse discussing the benefits of a home blood-pressure kit and a real-life librarian promoting the advantages of a children’s reading program are both
The truly revolutionary feature related to the growth of the Internet has been its ability to
Compared to advertising, sales promotion is
No matter what other positive aspects it may possess, a headline does no good unless it
Unlike other media classes, except perhaps newspapers now and then, magazines carry ads that often benefit from an extended life due to a concept called
The ____ specifies the media in which advertising messages will be placed to reach the desired target audience.
Beyond its more positive aspects, public relations is strategically used for ____ when adversity strikes—and all organizations will have to face adversity at some point.
A company that spends big promotional dollars on creating and distributing P-O-P displays can run into problems, as the text notes Gillette once did, if its marketing department is unaware that
What are two of the main disadvantages of newspaper as an advertising medium?
It’s easy to think of television as a single medium, but for most viewers there are four basic categories. These include
Though it is almost impossible to define, creativity is essentially the ability to
Which of these examples represents the earliest instance of product placement in movies?
Leadership over creative teams involves at least three main tasks, one of which is
Body copy based on the ____ approach delivers a series of statements about a brand, though this technique is rarely lively and can often result in a dull ad.
Clearly, the greatest advantage of television as an advertising medium has always been its ability to Question 24
What are the five standard techniques used in preparing body copy?
What concept refers to the measure of intensity of one media plan versus another, which takes into consideration both reach and frequency?