ADV 334 Final Exam || with 100% Errorless Answers.
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ADV 334
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ADV 334
Hybrid Media correct answers -Online communication hybrid form of interpersonal and mass communication, as well as of oral and literate communication
-Internet can be used as one-way mass communication and as medium for interpersonal written communication, when people are e-mailing, blogging or t...
ADV 334 Final Exam || with 100% Errorless Answers.
Hybrid Media correct answers -Online communication hybrid form of interpersonal and mass
communication, as well as of oral and literate communication
-Internet can be used as one-way mass communication and as medium for interpersonal written
communication, when people are e-mailing, blogging or tweeting.
-The mobile phone with internet connection is most hybrid; it can serve as a medium for oral and
written interpersonal communication as well as for unidirectional mass communication: mass-
self communication. possibility to be contacted at any place at any time.
A Web 2.0 site correct answers Allows its users to interact with each other as contributors to the
website's content.
Spillover Effect correct answers Economic events in one context that occur because of
something else in a seemingly unrelated context.
Media Spillover correct answers 1. Incidental: ex: when a local TV channel may be viewed by
individuals in other countries as well.
2.Deliberate: media created with the specific objective of crossing national borders.
Media Viability correct answers whether the medium is available in the quantity and quality and
at a cost that will permit the international advertiser to successfully employ it.
Factors Affecting International/Local Media Decisions correct answers 1) how much centralized
control the firm has
2) what target audience the advertiser is attempting to reach
3) whether the firm has chosen to employ a localized or globalized campaign
4) whether the firm works with national or multinational advertising agencies
Organizational International Media Planning correct answers -Media landscapes vary
-Media costs measured differently (see document on media planning)
-Cost and effectiveness of media vary
-Media conditions vary too much for centralized planning and buying
-A media configuration successful in one market may not work in other markets
-Advertising or media agencies have proprietary media effectiveness tools to measure variety of
means of communication by product category
Comparison Advertising UK correct answers -Free to use till 1994 Trade Marks Act.
-Infringement of the registration after 1994.
-New regulations on comparative advertising came into force in 2000.
-Follow the EC Directive intended to harmonize comparative advertising laws across Europe.
Comparative Messages in Commercials correct answers -Especially useful for new brands
-Often used for brands with small market share
-Often used in political advertising
, Basic Form, Culture, and Product Category correct answers -Basic forms used for global
advertising reflect culture of company, product category & development stage of company.
-Basic forms are more related to market's culture than product category.
Examples:
-Problem-solution: detergents, P&G, Unilever, Henkel, Bolton Group, Reckitt Benckiser [Omino
Bianco France and Slovenia, Calgon France and Ukraine, Ariel Blancura Spain and Ariel Black
UK]
-Testimonial and side-by-side comparison (experienced multinationals: P&G, Unilever, Henkel):
personal care products, cosmetics,detergents, pet food
-Newer entrants (Hyundai, Daewoo): by product attributes: announcement style
Corporate advertising reflects cultures of company: P & G, LG Corporate, Air France, Endesa,
Apple. McDonald's varies forms [Spain, France, Germany]
Special Effects correct answers -One of the 7 basic forms of advertising
-covers all sorts of artistic elements, animation, cartoons, camera effects, recording and video
techniques, music, and tunes
Imagination correct answers -One of the 7 Basic Advertising Forms
-covers cartoons or film and video techniques that depict events experienced as non realistic-
presentations of a make believe world
Play or Act Around the Product correct answers -Subform of Entertainment
all non-humorous entertaining commercials. no relationship with the product. Examples
Lavazza, Mameshiba (Japan)
humor correct answers -subform of entertainment
-anything that makes the audience laugh
entertainment correct answers -one of the 7 basic advertising forms
-indirect form of communication, meant to please audience rather than to sell. likability, no
persuasion.
-musicals, shows, etc. outshines advertising, typical for collectivistic cultures
Vignettes correct answers -Subform of Drama
-are a series of independent sketches or visual situations with no continuity in the action. usually
just a picture of people doing something with no dialogue. Example Merci (Germany)
problem-solution correct answers -Subform of Drama
-easily recognized advertising form in western society it is related to cause-effect thinking.
Examples Clorox, Denorex (Poland)
slice-of-life correct answers -Subform of Drama
-dramatized dialogue dealing with everyday events and "true-to-life" situations. Example Life
Insurance (Thailand)
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