Media specialists know that receivers engage in selective retention,.pdf

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Media specialists know that receivers engage in selective retention, and thus have to create broadcasts that will linger with impact. Which of these options are true according to the media research about how receivers information from mass media? A) Viewers rememer about 20 percent of what they watch within an hour later. B) People remember three or four stories from a news show C) only viewers who watch heavy coverage become well-Informed on an issue, and even then cant remember all the details D) Viewers tent to be ill-informed despite how much coverage they watch E) All of the above F) A,B, or D Solution Based on the given information, the correct option should be: E) All of the above (This is because all the three options A-C talk about selective retention, and how consumers are able to grasp only a proportion of information thrown to them.).

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MKT 578 Final Exam Guide (New)

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Need as soon as possible: 1) Which of the following represent types of interests? a) Advocacy groups b) Special interest c) Activist groups d) All of the above 2) Which of the following is not an organized interest group that directly impacts the automobile industry? a) United Auto Workers b) Trial lawyers c) American Association of Automobile Manufacturers d) Mothers Against Drunk Driving 3) Which of the following is not a primary public institution in the nonmarket environment? a) Legislatures b) The executive branch c) The World Court d) Administrative agencies 4) Which of the following is a powerful force for providing information to officeholders regarding the likely consequences of policy alternative for their constituents and the public more broadly? a) United Auto Workers b) Newspapers from advocates of some position c) Lobbying d) None is correct 5) Which one of the following makes up the Administrative and regulatory agencies arena in which nonmarket issues for the automobile industry are addressed? a) Congress b) Environmental Protection Agency c) European Union d) All of the above 6) Which auto company was targeted by the environmental groups seeking to mobilize the public to support greater fuel economy? a) General Motors b) Hummer c) Toyota d) Saturn 7) Which of the following is NOT a source of nonmarket issues? a) Moral concerns b) Institutional change c) Interest group activity d) Crash of the stock market 8) What is the following new theory called: ‘under which firms could be held liable if their stock prices fell significantly when the firms’ projections of future earnings had been favorable? a) Fraud on the market b) Fraud on the nonmarket c) The common factor d) Collective deception 9) In terms of strategy and nonmarket issue life cycle, Nike found itself reacting to what rather than shaping the development of the issue? a) The government only b) Their own culture c) Others’ actions d) None are correct 10) Nonmarket issue life cycle and strategy ranges from what to what on the continuum of time? a) Issue identification; enforcement b) Interest group formation; enforcement c) Legislation; administration d) Issue identification; administration 11) The most effective means of integrating nonmarket strategies and market strategies is to what? a) Consider both strategies b) Consider only nonmarket strategies c) Consider only market strategies d) Consider neither but come up with new strategies 12) ______ is a foundation for market or competitive strategy because it is a source of competitive advantage. a) Timing b) Lobbying c) Positioning d) Marketing 13) Nonmarket positioning is influenced by a firm’s a) finances. b) market strategy. c) customers. d) competition. 14) What was the primary concern for eBay in its positioning for a certain t.

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1) Which of the following represent types of interests? a) Advocacy groups b) Special interest c) Activist groups d) All of the above 2) Which of the following is not an organized interest group that directly impacts the automobile industry? a) United Auto Workers b) Trial lawyers c) American Association of Automobile Manufacturers d) Mothers Against Drunk Driving 3) Which of the following is not a primary public institution in the nonmarket environment? a) Legislatures b) The executive branch c) The World Court d) Administrative agencies 4) Which of the following is a powerful force for providing information to officeholders regarding the likely consequences of policy alternative for their constituents and the public more broadly? a) United Auto Workers b) Newspapers from advocates of some position c) Lobbying d) None is correct 5) Which one of the following makes up the Administrative and regulatory agencies arena in which nonmarket issues for the automobile industry are addressed? a) Congress b) Environmental Protection Agency c) European Union d) All of the above 6) Which auto company was targeted by the environmental groups seeking to mobilize the public to support greater fuel economy? a) General Motors b) Hummer c) Toyota d) Saturn 7) Which of the following is NOT a source of nonmarket issues? a) Moral concerns b) Institutional change c) Interest group activity d) Crash of the stock market 8) What is the following new theory called: ‘under which firms could be held liable if their stock prices fell significantly when the firms’ projections of future earnings had been favorable? a) Fraud on the market b) Fraud on the nonmarket c) The common factor d) Collective deception 9) In terms of strategy and nonmarket issue life cycle, Nike found itself reacting to what rather than shaping the development of the issue? a) The government only b) Their own culture c) Others’ actions d) None are correct 10) Nonmarket issue life cycle and strategy ranges from what to what on the continuum of time? a) Issue identification; enforcement b) Interest group formation; enforcement c) Legislation; administration d) Issue identification; administration 11) The most effective means of integrating nonmarket strategies and market strategies is to what? a) Consider both strategies b) Consider only nonmarket strategies c) Consider only market strategies d) Consider neither but come up with new strategies 12) ______ is a foundation for market or competitive strategy because it is a source of competitive advantage. a) Timing b) Lobbying c) Positioning d) Marketing 13) Nonmarket positioning is influenced by a firm’s a) finances. b) market strategy. c) customers. d) competition. 14) What was the primary concern for eBay in its positioning for a certain type of space? a) Market .

Chapter 10 - Media Planning and StrategyChapter 10MEDIA .docx

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Chapter 10 - Media Planning and Strategy Chapter 10 MEDIA PLANNING AND STRATEGY Chapter Overview Chapter 10 introduces the concepts involved in media planning. The chapter begins with an overview of media planning by introducing some key terms and concepts. At this point, the text points out that media planning is as much an art as it is a science. A number of problems associated with the planning process are discussed. The role and purpose of the media plan follows with a presentation of the steps required in developing this plan. After an in-depth discussion of the elements of the media plan, the chapter presents information regarding the use of computers in the planning process. The characteristics of various media and sources of media information are presented at the end of the chapter. Learning Objectives 1. To understand the key terminology necessary in media planning. 2. To know how a media plan is developed. 3. To know what constitutes media objectives 4. To know the process of developing and implementing media strategies. 5. To be familiar with various characteristics of media. Chapter and Lecture Outline I. AN OVERVIEW OF MEDIA PLANNING This overview presents a brief discussion of the factors involved in the media planning process and illustrates the fact that media planning is an involved process influenced by a variety of factors including the nature of the media, the overall marketing strategy, and the product or service being advertised. A. Basic Terms and Concepts—some of the critical terms necessary for understanding media planning are presented including: · media planning—the series of decisions involved in delivering the message to the target audience · media plan—the actual document detailing these decisions · media objectives—the objectives sought by the media plan · media strategies—the plans of action designed to attain the media objectives · medium—the general category of media channels such as broadcast, print, etc. · media vehicle—the specific carrier in a media category (television, magazines, etc.) · reach—the number of potential audience members exposed once to a media vehicle in a given period of time · coverage—the potential audience that might receive a message through a vehicle · frequency—the number of times the receiver is exposed to the media vehicle in a given time period B. The Media Plan—the goal of the media plan is to find a combination of media that will enable the marketer to communicate the message in the most effective manner possible at minimum cost. The activities involved in this plan are detailed in Figure 10-4. C. Problems in Media Planning—a number of problems are identified, each of which directly impacts the planning process. These include: insufficient information, inconsistent terminology, time pressures, and problems in measuring effectiveness. An understanding of these problems is critical to the proper design of the media plan. Professor's Note.

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Media Planning constitutes today one of the most respected, strategic, highly sought for, and very well paid professions in Advertising. This course is designed to introduce students to this industry, while aiming to provide firm grounding on its fundamentals. It exposes the links between media, society, advertising, and business. It thoroughly investigates the foundations of media planning and checks the media planning process in action, based on true business / media / communication problematic. The course also explores the business aspects of media and media planning through a global industry overview, the media transactions organizations, with illustrations of advertisers, advertising agencies and media agencies. Finally, the course focuses on the Lebanese market realities in order to allow the students to have a practical link with the business life and to bridge the gap between the theoretical aspect and the professional side of media planning. Objectives & Learning Outcomes. This course allows students to: • Understand the media planning process: - How do ads and commercials go into the media? - What do they do there? - How do they get airtime on TV programs and Radio Stations - How do they get published in magazines and newspapers? - Why choosing “Medium A” rather than “Medium B”? - What are the financial and money considerations? - What are the Marketing stakes? • Define the key terms in the media environment • Outline the tools available to media plan with • Outline the basic media concepts used by planners and buyers • Explore the steps through which a media planner passes to: - Elaborate advertising media recommendations. - Book and buy media. • Tackle real business problematic / advertising / media problematic. This course will also allow the students, as future marketers who will be ultimately called to manage and control companies’ /brands / clients’ marketing communications budgets, to: • Understand how the media market / industry globally (and locally) functions. • Understand the terminology used in media planning. • Be able to conduct a proper media briefing. • Be able to lead a basic media strategy. • Be able to build and pitch a true media planning. • Be able to effectively buy media space.

1)Public relations ________.A)is a form of propagandaB.docx

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MKT 421 Final Exam

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A. 1) Big Fizz Co., a manufacturer of cola-flavored drinks, wants to.docx

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MKT 421 Final Exam

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MKT 421 Final Exam

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