What is the role of news media in the MPR process? In what way is this role different than that of advertising media?
What will be an ideal response?
MPR professionals need to look beyond advertising media because the point of MPR is to generate word-of-mouth and create media mentions inexpensively. MPR professionals work the news side of the business in order to influence the content produced by news media. Typically, marketers who channel messages to the advertising media are paying for content and retain substantial control over their messages. However, MPR professionals rely on out-of-control media, such as the news. MPR channels unpaid messages to the media in the prospect that media outlets will provide a firm's products some degree of coverage.
You might also like to view...
Which of the following period certain income options would call for the highest payment rate per $1,000 of life policy proceeds?
A) 15-year period certain B) 10-year period certain C) 20-year period certain D) 5-year period certain"
Advice that will keep you out of trouble if you decide to use the demonstration technique in a TV spot includes:
A) puffery is acceptable, so the product can be manipulated to make it look better than it normally does. B) create the unexpected and delight the audience. C) strive for an unbelievable benefit message. D) the demonstration must correspond to actual usage. E) always have an attractive or handsome actor.