Chapter 2
Highly accessible web-based media that allow the sharing of information between individuals and between individuals and groups.
What is social media?
Involves a marketer providing financial support to help fund rock concerts, tennis tournaments and more in exchange for providing a brand's name or message on-site.
What is event sponsorship?
An interactive system that uses one or more advertising media to affect a measurable consumer response.
What is direct marketing?
What is cardinal red?
This concept involves the online distribution of certain tasks to groups of experts, enthusiasts or even consumers.
What is crowdsourcing?
These are used to induce consumers to try more expensive items or brands such as exercise equipment or appliances.
What are trial offers?
The practice of putting a branded product into the content of an established entertainment vehicle.
What is product placement?
This method seeks to determine how recently and how often a specific customer is buying from a company and how much they are spending over time.
What is an RFM analysis?
This is the full name of the department that contains this course.
What is the School of Journalism and Strategic Media?
Commission, markup charges, fee system and pay-for results fall under what general concept?
What is agency compensation?
Can be either price promotions or not and includes coupons, price-off deals, sweepstakes, sampling and gift cards.
What is consumer-market sales promotion?
This occurs where consumer participation in the event enhances the persuasiveness of the event and in turn cause the participants to think more positively about the sponsor.
What is consumer-event congruity?
Would also accept: consumer-event fit
What is an infomercial?
This person was named Chancellor of the University in 2023.
Who is Charles Robinson?
This type of firm typically emphasizes creative concept development, copywriting and artistic services to their clients.
What is a creative boutique?
What is directory advertising?
Provides an opportunity for sponsors to demonstrate good corporate citizenship, generate positive word of mount and boost attendance.
What is event social responsibility?
This acronym is a common measurement tool that divides the number of responses to a program by the program's cost.
What is CPO?
(Otherwise known as cost per order)
What is 1994?
The area in which advertisers and their agencies rely most heavily on external facilitators.
What is production?
This tactic is used when marketers devise incentives or sales promotions for the trade market. This helps an advertiser get its brand into a distribution channel.
What is the push strategy?
Any collateral communication or activity reinforcing the link between a brand and an event; this is a preferred industry buzzword.
What is leveraging?
The name for the role that plans a firm's overall communications program and oversees the various functional specialists inside and outside the organization.
What is a marcom manager?
Within 500, this is the current student population of the University of Arkansas.
What is 33,610?