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research and development
Promotion is communication by marketers that informs, persuades, and reminds potential buyers
of a product in order to influence an opinion or elicit a response.
KEY: CB&E Model Promotion OBJ: 16-1 TOP: AACSB MSC: BLOOMS Application 118. 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.
Mass communication involves communicating to large audiences, usually through a mass
medium such as television or newspaper.
KEY: CB&E Model Promotion OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Application 119. 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.
The sender is the originator of the message in the communication process.
PTS: 1 REF: 253 OBJ: 16-3 TOP: AACSB Reflective Thinking
KEY: CB&E Model Strategy MSC: BLOOMS Application 120. Refer to Cable TV. Television represents the _____ in the communication process used by the
cable industry to transmit its message.
A channel is any communication medium utilized to transmit a message.
KEY: CB&E Model Strategy OBJ: 16-3 TOP: AACSB Reflective MSC: BLOOMS Application 121. Refer to Cable TV. Keisha is watching television and sees an ad for DBS. Two ads later, she sees
the new television ad for her local cable system. When questioned an hour later about advertising
she has seen most recently, Keisha remembers a “cable” ad but cannot recall the details. Keisha’s
inability to recall the ad is most likely caused by _____ in the communication process.
the use of a channel
a shared frame of reference
Noise is anything that interferes with, distorts, or slows down the transmission of information.
Competing ads can be a source of noise.
KEY: CB&E Model Strategy| CB&E Model Customer TOP: AACSB Reflective
MSC: BLOOMS Application RugRatReaders
Greg Martin has developed his own line of children’s books. The books are written for children
ages 3 to 6 and are produced using cotton fiber as pages, rendering them “nearly” indestructible.
This unique feature makes Martin’s books superior to the competition. His products are called
RugRatReaders. Martin has decided to advertise the books to his target market (women with
children ages 3 to 6) via radio. He does not have a formal advertising budget, but he will spend
whatever money he has in the bank after producing the books each month. His message will focus
on the product and its unique...
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This document was uploaded on 09/29/2013.
- Fall '13