RTF 305 Exam 2 Questions and Answers
Formal characteristics of advertisements - Answer-Repetition: of a logo or symbol
Ubiquity:catches consumers attention
Hyperbole: fantastic claims
Integrated Marketing Communication - Answer-assures that the use of all commercial media and messages is cle...
RTF 305 Exam 2 Questions
and Answers
Formal characteristics of advertisements - Answer-Repetition: of a logo or symbol
Ubiquity:catches consumers attention
Hyperbole: fantastic claims
Integrated Marketing Communication - Answer-assures that the use of all commercial
media and messages is clear, consistent, and influential
Involves use of virtually all communication channels available to the marketer
Viral marketing - Answer-Viral marketing- spread ideas about product through internet
Direct marketing - Answer-ads requiring immediate consumer response
database marketing - Answer-when advertisers store info about consumers so they can
personalize messages
Relationship marketing - Answer-
New advertising media - Answer-Social media- Facebook, twitter, youtube, etc
Ex: Facebook now provides metrics that provide advertisers a word-of-mouth
dashboard which counts number of people who have liked, shared, or taken some
action regarding a page or post.
Different types of advertising appeal - Answer-sex/romance
aggression/dominance
Achievement, prominence
Autonomy, escape
Safety
Aesthetic sensations
Satisfying curiosity
Branding and brand loyalty - Answer-Consumer's propensity to make repeat purchases
of a specific brand of product.
Benefits of advertising for society - Answer-makes consumers aware of goods, services,
tools, and recreation
Can stimulate purchase
, Detriments of advertising for society - Answer-adds to cost of product
Buying of things we don't need
Inc consumer debt and overconsumption
Fosters monopolies
First amendment - Answer-Protects freedom of the press
Media are agents of free speech
Libel - Answer-written statement that unfairly or falsely harms the reputation of the
person it is about
Defamation - Answer-false statements about someone
private citizens have more protection than public figures
Obscenity - Answer-average person, applying community standards, must find content
a a whole appealing to prurient interest and having obsessive interest in sex
Reasonable person must agree that work lacks literary, artistic, scientific, or political
usefulness
Indecency - Answer-when content describes ecual or excretory activites or organs
Only applies to broadcast radio and tv between 6am-10pm
Fairness doctrine - Answer-The Fairness Doctrine was a policy of the United States
Federal Communications Commission (FCC), introduced in 1949, that required the
holders of broadcast licenses both to present controversial issues of public importance
and to do so in a manner that was — in the Commission's view — honest, equitable,
and balanced.
Privacy - Answer-Media may choose not to reveal personal information about people,
such as victims of sexual assault, etc.
Media firms may not sell consumer data to include specific names/etc of customers
Govt must have probable cause and warrant to snoop.
The Electronic communications Privacy Act (ECPA) of 1986 extended wiretap
protections to electronic mail, teleconferences, and other new media.
Email from office/school computers/accounts not protected from monitoring by employer
or school.
Patriot Act- privacy vs govt ability to hunt terrorists by monitoring your emails, etc
Oligopoly - Answer-limited number of competitors w high barriers of entry
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