Click the Study Aids tab at the bottom of the book to access your Study Aids (usually practice quizzes and flash cards).
Study Pass is our latest digital product that lets you take notes, highlight important sections of the text using different colors, create "tags" or labels to filter your notes and highlights, and print so you can study offline. Study Pass also includes interactive study aids, such as flash cards and quizzes.
Highlighting and Taking Notes:
If you've purchased the All Access Pass or Study Pass, in the online reader, click and drag your mouse to highlight text. When you do a small button appears – simply click on it! From there, you can select a highlight color, add notes, add tags, or any combination.
If you've purchased the All Access Pass, you can print each chapter by clicking on the Downloads tab. If you have Study Pass, click on the print icon within Study View to print out your notes and highlighted sections.
To search, use the text box at the bottom of the book. Click a search result to be taken to that chapter or section of the book (note you may need to scroll down to get to the result).
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11.6 Discussion Questions and Activities
- Provide an example of how an organization uses different media to present a consistent message using integrated marketing communications (IMC).
- In your opinion, what are the advantages and disadvantages of advertising on the radio, in magazines, on television, through direct marketing, and on the Internet?
- Give an example of an organization’s promotional strategy and how it gets consumers to select it, pay attention to it, and retain it as intended.
- Give an example of the unique selling proposition for one of your favorite brands.
- Explain why companies might use different budgeting methods to set their promotional budgets.
- Identify your three favorite and least favorite commercials and explain why you like or don’t like each one. Notice whether there are similarities in your preferences. In other words, are your favorite commercials humorous? Are your least favorite commercials annoying?
- Create a message strategy for a cover letter to go with your résumé.
- Outline three message strategies that you feel would get consumers’ attention in television commercials and in print ads.