Exam 3: Convergence and Integrated Communication

The concept of ____________ helps public relations people in communicating from the standpoint of their client's values while interpreting their publics' cultures back to the client.

Richard Edelman, founder of a PR firm, tweeted about the new American Cancer Society's campaign. News Channel 5 picked up the tweet and reported the campaign in a positive way. The role Channel 5 played is called ____________.

Stemming from Marxism, __________ occurs when a ruling class imposes its social, political or economic ideals on subordinate groups in society at the expense of cultural diversity, such as the appearance of Starbucks in many countries outside the U.S.

Andrea is trying to decide which media outlet is more cost effective for reaching the most number of potential customers for her pet store. She uses the cost per thousand (CPM) metric. Which of the following media outlets give Andrea the LOWEST (and therefore, more cost-effective) CPM?

Good public relations means recognizing both the _____________ and _____________ of advertising, marketing, and public relations.

Shrina is working on a marketing plan for a new line of cookbooks. In addition, she has a broader vision of getting more adults to eat healthy home-cooked meals instead of junk food. In this way, Shrina is marketing not just her product, but also _______________.

When it comes to content marketing, one of the best examples is Red Bull. The company's web site is full of video entertainment, engaging photography, well-written feature stories, and inspiring blogs. But, to find information on the site about ________, customers have to seek it out.

Jonathan is a PR specialist at a multiservice public relations agency. His client, Budweiser, hires him to produce an ad that is part PR and part advertising featuring the iconic Clydesdale horses. He works with the advertising departments in both Budweiser and his own agency to develop a plan. This cooperation between disciplines is known as ____________.

Tessa is working on a marketing plan for a new meal preparation delivery service that focuses on time - she knows her customers do not have time to research recipes, build a shopping list, buy ingredients, and then prepare and cook them into a cohesive meal. Tessa's emphasis on time is another way of looking at ___________ to the customer.

Omnicom is a global advertising, marketing, and communication services conglomerate that owns firms providing services in advertising, strategic media planning, digital marketing, direct marketing, and public relations. This is known as ____________.

Procter & Gamble (P&G) found great success when it assembled a joint team from several creative agencies to produce its 2018 Super Bowl LII Tide ad. It even formed a new, standalone agency that includes employees from several different ad agencies. This is an example of what type of convergence?

Vincent conducts public relations for a leading medical device company. Though he works in PR, he often purchases _________________ so he can raise awareness about his company as a whole rather than focusing on specific products.

Olivia spotted a nice outfit on the Loft's Pinterest pinboard. She saw the same message on Loft's Facebook page and decided to buy the outfit. What persuasive technique is being used by Loft?

Economic convergence presents a contradiction, because while agencies are diversifying services, building networks, and opening more offices to serve more clients, the overall number of major corporate players is ___________.

Yahoo, Bing, and Google sell sponsored results that appear when users search for certain keywords. For example, a search for "yogurt" will reveal yogurt ads and links prominently displayed at the top of the results. This is an example of ____________.

Proctor & Gamble's advertising department needed to know how many good reviews were posted about their new toothpaste. This is an example of ____________.

Elton developed and branded a new Bluetooth-enabled door lock. He analyzed the product life cycle and found it to be easy to use and effective. This is an example of which one of the marketing mix basics?

Instead of having to buy goods at a bricks-and-mortar store, today, customers have more options. Thanks to online delivery, in-store pick up, and mobile apps, companies are making it more ____________ than ever to do business.

Lars oversees marketing, including a pricing strategy, for new noise-cancelling wireless headphones. He intends to use the strategy of _________ so he can price the products higher when eager customers are willing to pay a premium for the cool new product, and then lower the price to appeal to a broader range of customers later.

Bob Lauterborn called for marketers to recognize the changing nature of communication between organizations and their customers. He advises organizations using integrated communications to use an approach that starts with __________.