Deck 15: HBO's True Blood

Question 1

The individuals trying to locate distributors for the product TruBlood misunderstood the advertisements because of

A) noise.
B) feedback.
C) decoding.
D) encoding.

Answer 1

A
Noise is anything that interferes with,distorts,or slows down the transmission of information.

Question 2

Before Web 2.0,this sort of elaborate marketing campaign would not have been possible because of proliferation of the Internet and popularity of viral campaigns.

Answer 2

True

Question 3

The Cloverfield trailer used the movie theater as

A) feedback.
B) a channel.
C) receivers.
D) All of the above

Answer 3

B
The movie theater was a channel for the trailer's message.

Question 4

Which of the following goals of promotion did Campfire Media accomplish to great success with its subtle True Blood campaign?

A) persuading
B) informing
C) reminding
D) None of the above

Question 5

This case details HBO's competitive advantage for True Blood.

Question 6

Which of the following players in the communication process do all three of the examples in the case try to obscure during the marketing campaigns?

A) the channel
B) the sender
C) the decoder
D) the receiver

Question 7

HBO used a challenging initial contact with coded mailers.That some people decoded the messages functioned as a type of what to marketers?

A) noise
B) message flexibility
C) encoding
D) feedback

Question 8

Because the initial communications were unidentified (and in dead languages),they would be considered publicity rather than advertising.

Question 9

The coded messages in the True Blood campaign were designed to get attention.The DVDs at the film festival and the Blockbuster rentals were designed to inform and instill desire to watch the show.The True Blood campaign was using the goals of promotion tactic.