Exam 13: Owned, Interactive, and Earned Media

Laurie was with her toddler in the hair care aisle of Walmart.Her daughter saw a bottle of shampoo that had a Winnie-the-Pooh head on the top and begged for it because she wanted to "play with Pooh!" Laurie purchased it for her daughter even though it cost almost three times as much as a similar shampoo that wasn't in a cute bottle.What is the role of packaging in this scenario?

What is the difference between a hit and a mention in publicity?

The home offices of the Longaberger Company,which markets a variety of high quality baskets,are housed in a seven-story building designed to look like a basket.This is an example of environmental design.

Historically,________ media has referred to gaining mentions in the news media through public relations.

Media sales reps compile profile information about the people who watch,listen to,or read the medium,along with numbers describing audience size and geographical coverage,in packets of information known as ________.

The primary purpose of a(n)________ is to identify the physical location of a store.

In an effort to build awareness for her company's new line of smart phones designed for young teenagers,Melinda invited media representatives to an event at which the two lead designers for the new phone would present information and answer any media questions.Melinda has planned a ________.

In the 1980s and 1990s,teenagers congregated in suburban malls to socialize.Which of the following websites fulfills a similar purpose for teenagers today?

Explain the advantages of using online videos for public relations and promotional programs.

Direct response media are designed to generate a sale with the assistance of a sales person.

Internet marketers use offline advertising in conventional media to drive traffic to their websites.

Burger King's "Subservient Chicken" was one of the first ________.

________ refers to a website's ability to encourage visitors to stay and investigate the site rather than bounce to another site.

A retailer of fashion clothing and accessories for young men and women created a series of short videos that tell the story of four college friends living in an apartment together.Products carried by the retailer are featured heavily in the videos,but the focus of the videos is the developing story of the friends' relationships.The videos are posted on YouTube and the company's website.This is an example of ________.

Cracker Barrel is a chain of restaurants that serves "honest-to-goodness homestyle meals" such as fried chicken tenderloins and biscuits and gravy.Each store features traditional outdoor and home décor such as porch swings and wooden rockers as well as nostalgic games,foods,and craft items sold in the Old Country Store at the front of the restaurant.The traditional furniture at Cracker Barrel is best described as ________.

________ like MySpace and Facebook build on the interactivity of the Internet,linking friends who have shared interests.

________ materials bring together all the elements of a sale,including the consumer,the product,and often price deals.

A practice designed to deliver a groundswell of opinion,buzz,or marketplace demand for a product is called viral marketing.

A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by providing incentives to respond instantly to time-sensitive offers.Which of the following forms of marketing would this producer most likely choose?

A blog that plugs a product in return for cash or freebies is referred to as a ________.