Multiple choice essay

Multiple choice essay - Cable TV It wasn't so long ago that...

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Cable TV It wasn't so long ago that cable swaggered around the television industry as the upstart threatening the broadcast networks. Now, cable is old news. The antagonist is the satellite dish with the capability of delivering hundreds of channels and offering an array of movies and sports events. The technology is known as direct broadcast satellite, or DBS. The new challenger has awakened the "sleeping giant" cable industry, which has hit the airwaves with some of the most aggressive advertisements the television industry has seen. The ads emphasize the downside of disconnecting cable and choosing to purchase a satellite dish. One commercial opened with a man on a couch joined by his wife with a large bowl of popcorn. They snuggle in front of their TV set, hooked up to DBS. She seemed excited about their new system and exclaimed, "So this is it?" She then asked how much the satellite dish cost. When her husband answered, the excitement was off. "There's no monthly fee?" she asked. "No more than cable," he responded. When she asked to watch the news, he sheepishly said, "Uh, can't get local news." At the end of the commercial, the spokesperson for the cable industry declared, "These days when everyone is promising you the future of television, isn't it nice to know you already have it." 121. Refer to Cable TV. The television advertising utilized by cable operators represents the means by which the company communicates to current users to influence an opinion or elicit a response. This is called: a. distribution b. price c. research and development d. promotion e. publicity ANS: D Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product or service to influence an opinion or elicit a response. PTS: 1 REF: 207 OBJ: 14-1 TOP: AACSB Communication | TB&E Model Promotion 122. Refer to Cable TV. The cable industry's ad campaigns are designed to communicate to a large audience via television and radio. It uses _____ communication. PTS: 1 REF: 210 OBJ: 14-3 TOP: AACSB Reflective Thinking | TB&E Model Promotion 123. Refer to Cable TV. The cable industry is the originator of this ad campaign against satellite dishes. The industry represents the _____ in the communication process.
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PTS: 1 REF: 210 OBJ: 14-3 TOP: AACSB Reflective Thinking | TB&E Model Strategy
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