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Homework answers / question archive / University of Houston - FINA 43 1)The basketball season is about to start, and the owners of the Red Lions team want to advertise that fact in their home metropolitan area

University of Houston - FINA 43 1)The basketball season is about to start, and the owners of the Red Lions team want to advertise that fact in their home metropolitan area

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University of Houston - FINA 43

1)The basketball season is about to start, and the owners of the Red Lions team want to advertise that fact in their home metropolitan area. They plan to run a full-page newspaper ad in Metro News. The readership of Metro News is 850,000 and the cost of the ad is $82,000. What is the cost per thousand (CPM) of this campaign?

            a) $0.50

b)

$30.00

c)

$56.22

d)

$96.47

e)

$102.08

 

QUESTION 2

            One role of marketing communications in the problem recognition stage of the purchase decision-making process is to:

a) alert the company about problems in conveying a message to target consumers.

b)         resolve consumer problems with customer service outreach.

c)         remind consumers of existing needs.

d)         help distribution partners identify product availability problems.

e)         educate consumers about features and benefits.

 

QUESTION 3

            The plot is one of the classic elements of effective storytelling in marketing communications. An effective plot hooks the audience right away through the elicitation of which two emotions?

a) Shock and surprise

b)         Fear and humor

c)         Sadness and empathy

d)         Joy and surprise

e)         Love and hate

 

QUESTION 4

Which promotional tool(s) or tactic(s) comprise a push strategy?

 

a) Targeting opinion leaders and end users

b)         Coupons, contests, sweepstakes, and rebates

c)         Retailer slotting allowances (promotion fees) for carrying a new product

d)         Advertising to draw the interest of consumers who then go to their retailers and request the advertised product

e)         All of the answers are correct.

 

QUESTION 5

            Good storytelling in advertising contains four classic elements. Which of the following elements is NOT one of them?

a) Plot

b) Conflict c) Message d) Character s

e) Media

 

QUESTION 6

A characteristic or example of earned media is:

a) a company’s website.

b)         product information conveyed via personal selling.

c)         advertising placement in the Super Bowl (premier American football programming).

d)         a viral campaign.

 

QUESTION 7

            A major challenge in designing marketing communications is being able to grab the attention of the target audience in a crowded media field. Which of the following factor(s) contribute to creating this challenge?

a) Fragmentation of mass media

b)         Proliferation of alternative ways to reach consumers

c)         Increasing skepticism of consumers in receiving marketers’ messages

d)         Desire of consumers to co-create the meaning of brands

e)         All of the answers are correct.

 

QUESTION 8

 

            In the six Ms model of marketing communications, strategic intent refers to:

a) mission and money.

b)         market and media.

c)         message and market. d) mission and market.

e) All of the answers are correct.

 

QUESTION 9

            The makers of Red Bull Energy Drink want to generate earned media and create associations between the brand and popular culture. Which of the following types of media vehicle may be particularly useful in this strategy?

a) Fifty-cent coupons distributed via direct mail

b)         Advertising in the prime-time television show The Voice

c)         Student brand ambassadors

d)         Giving away free samples of Red Bull

e)         Sponsorship of the Cliff Diving World Series

 

QUESTION 10

            In determining the effectiveness of sales promotions, which of the following metrics is NOT used by marketers?

a) Redemption rates and cost per redemption

b) In-store customer traffic c) Website bounce rate

d)         Incremental sales lift

e)         Consumer interactions (e.g., sweepstakes entries, samples distributed)

 

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