MKT 111 Ch12

Question 1

Traditional Communication Model

Answer 1

A. Centralized, mass communication (broadcasting)
B. Unidirectional, one-to-many
C. sender-> receiver monologue (passive receiver)
D. Single screen (TV & Primetime)
E. WOM was offline, on-to-one recommendations

Question 2

Today Communication Models

Answer 2

A. Targeted communication efforts (narrowcasting)
B. Multidirectional, one-to-one & many-to-many
C. Sender -> receiver dialogue (co-creator)
D. Multi-screen (simultaneous and sequential)
E. Online WOM: experience based

Question 3

Paid Media

Answer 3

Reaches more ppl and includes print, television, cinema, outdoor, banners, direct mail, SEM search, In-store

Question 4

Owned Media

Answer 4

Reaches some ppl (not as much as paid) and includes brochures, retail stores company website Microsite, community Facebook fanpage, mobile apps

Question 5

Earned Media

Answer 5

reach a little bit of ppl and includes word of mouth, facebook, Twitter, Digg, Youtube, Flickr, Blogs, Forums