Describe how anticipation for the commercials aired during the Super Bowl demonstrates the blend of advertising and MPR
What will be an ideal response?
A popular example of the synergy between advertising and MPR can be found in the frenzy of publicity that precedes the airing of commercials during broadcast of the Super Bowl. Both the media and consuming public generate considerable buzz over the Super Bowl's sponsors in the weeks leading up to broadcast of the game. Much conversation centers on the exorbitant cost of a thirty-second spot, who the advertisers will be, and rumors surrounding specific commercials. Post-game analysis also includes review and criticism of the commercials by national and local newspapers, trade publications, Web sites and blogs. There is even an interactive Web site housing a partial archive of past Super Bowl advertising. From a commercial perspective, advertisers are quite willing to part with upwards of $2 million for 30 seconds of visibility because of the millions of potential viewers tuning into the game and all the post-game publicity surrounding their commercials. Without the MPR component, the impact and value of the spots would be greatly curtailed - advertisers would not experience the long-lasting effects of the collaboration between marketers, media and consumers.
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Prices that end in 9 are most appropriate when ________
A) customers have substantial knowledge about quality B) customers process prices right to left C) there is a mental price break at the lower, rounded price D) the marketer wants to suggest a discount or bargain E) the marketer wants to convey a high-price image
Joelle works with sales reps on projecting correct body language to set prospects at ease and convey a sense of honesty and trust. Learning to decipher body language can be more difficult because it requires:
A) paying attention to signals the prospect projects while still interacting with the prospect B) intimate knowledge of the prospect's personality C) more knowledge of personal psychology than most salespeople have D) several meetings with the prospect to determine the prospect's baseline body language E) luck, as deciphering body language is not a skill that can be learned