Exam 3: Convergence and Integrated Communication

Ariella works as an account executive for a global public relations agency. Her client also has agency teams for advertising, analytics, and content marketing. Ariella has found it difficult to understand how her job fits into her client's larger mission, and how to work with these other agency teams to best service her client. Ariella's challenge is common when facing _____________.

____________ brings together formerly separate technical capabilities and media content.

One day, all of our media sources might be merged into one device. Jenkins calls this possibility ____________.

In some cases, the distinction between marketing and public relations is blurred as brands use multiple channels and content types to engage with audiences. Regardless of the number of channels and ways of engaging, it is most important for a brand to _________________.

In traditional mass media, ____________ is the paid media space that sponsors use to persuade audiences.

Kelci has been working with a new video platform that allows her to overlay videos with texts and hyperlinks, making what was once a passive video into an interactive experience. __________ has allowed multiple forms of media content to mix and expand.

Vera is surprised about the high volume of emails she's receiving from social media companies asking her to review and agree to terms and data policies. The sudden influx of these notices is a result of the ____________ that protects individuals' privacy by giving them more control of their personal data.

Online, advertisers can buy banner ads, which display ads on a portion of web pages, or ___________, which is a commercial video ad displayed for a few seconds before the desired video is shown.

Sophia creates a blog about food specialties and how to make them at home. In one session she shares a recipe from her grandmother in Italy about making genuine Neapolitan pizza. In the blog, she inserts various links to products she has for sale, like pizza peels, tomato sauce, etc. This is an example of effective ____________.

Professor E. Jerome McCarthy introduced "the marketing mix" to help explain the concept of marketing. McCarthy's marketing mix is comprised of:

In content marketing, organizations develop media content to attract audiences and interact with publics. The goal is to make it interesting and engaging enough that people will seek it, consume it, and share it for its own information or entertainment value rather than see it as an interruption to some other media experience. Which is the best example of this kind of media content?

Lance tries to make it as easy as possible for his customers to buy the compact blenders he markets so he chooses a wide variety of __________.

Jill and Chelsea must calculate the click-through rate for their client's banner ad. If 1,000 people viewed the banner ad and 15 of them clicked on it, the click-through rate is ____________.

Lucy oversees marketing for a wide range of lawn-care products. She knows she has to market her new products differently from one product that is more mature in its __________. _____________.

Emmett works in marketing for a chewing gum company. He came up with the idea of printing the brand's social media handles on the wrappers for each individual piece of gum to encourage social sharing about the product. In this way, Emmett is hoping to spur ________________.

Marketing and advertising are primarily concerned with promoting an organization's products. Public relations also promotes the products, but more important, public relations promotes the organization as a ____________.

Lucas is hired by General Motors to set up an internal newsroom and create a narrative about the company. His goal is to produce news content to communicate directly with Ford's publics without going through a third-party news organization. His job is classified as _________.

Benjamin runs a PR firm in a small Midwest city. The owner of a local BBQ restaurant, The Porkulicious Pig, contacts him to help promote his business. The restaurant is not part of a chain. Benjamin researches the target audience for this restaurant and decides the most effective advertising would be buying an ad in ____________.

Madison is a media relations specialist at Eastman Chemical. Her job is to inform the public of the organization's mission, policies, and practices in a positive and credible manner. Unlike advertising, which pays for it, she must develop relationships with all sorts of publics. She has learned that in public relations ____________.

Which of the following is an appropriate comparison between publicity and advertising when viewed through the lens of the sales-focused marketing mix?