MKT208c-Review Mooc 4

What are the three main choices marketers have in spending their time and money?

• a.Public, private, and open media

• b.Owned, leased, and coopted media

• c.Paid, free, and split-cost media

• d.Paid, owned, and earned media

Why has paid media become so expensive given all of the options available today? Shouldn’t paid media prices have declined?

• The supply of mass media has increased.

• The supply of mass media has declined .

• When you have to buy advertising a la carte as opposed to in bulk, prices will be lower.

• Audiences to any single media occurrence are larger than they used to be.

In IMC’s rethinking of traditional marketing approaches, which of the following would be the logical first step in the P/O/E media strategy?

• Find out where your marketing and content materials should be distributed.

• Find out who you are trying to reach.

• Find out when in a customer’s journey it is most appropriate to engage.

• Find out what messages and incentives to provide.

Which type of advertising is intended to motivate an immediate action?

• a.Direct response advertising

• Stunting/Visibility advertising

• a.Analog advertising

• Persuasion/Big Brand advertising

Which type of advertising is intended to change awareness or perceptions in order to influence future behavior?

• Analog advertising

• Direct response advertising

• Persuasion/Big Brand advertising

• Stunting/Visibility advertising

Which type of advertising is intended to gain notice from key people?

• Analog advertising

• Direct response advertising

• Stunting/Visibility advertising

• Persuasion/Big Brand advertising

When using Facebook-style advertising, we’ve referred to “the Funnel.” At which stage in the funnel is it easiest to achieve your goal?

• The top of the funnel

• The bottom of the funnel

• After the funnel process is complete

Social IMC Strategy involves which of the following strategies?

• Social IMC is designed to market commodity or impulse products or products with a short selling process.

• Social IMC is designed to foster anonymous relationships with people who companies can communicate with using a social handle.

• Social IMC is designed to immediately capitalize on short-term interest from likes and website clicks.

• Social IMC is designed to embrace a high-value market you want to develop and take them to a private virtual community you develop specifically for them.

To be successful, a Social IMC strategy must contain which of the following? Check all that apply.

• An empowering concept that will transition a high-value market over to the private virtual community

• Excellent, engaging content

• General information on the target market that is easily found elsewhere on the web

• Links to external sites or communities with engaging content and information

What actions are necessary in developing an empowering concept? Check all that apply.

• Create the tool, event, or device that will help the community.

• Identify the mission of the community

• Identify additional services that will keep the members coming back.

• Develop marketing ads to sell products to users.