I'm a MacOn and off for several years Apple Inc. has been running its "I'm a Mac" advertising campaign. In the ads, seen on television and on the Internet, actors play the roles of a Mac and a Windows PC. The actor that plays the PC, often known as the PC guy, John Hodgeman, is portrayed as a nerd, while the Mac guy, played by Justin Long, is (of course) the "cool" guy. The ads tout the many advantages of the Macintosh operating system, ranging from its ease of use to its freedom from the many viruses that plague Windows-based PCs. For example, in one ad the PC guy tapes a camera to his head to make a video only to be reminded that all Macs come with a built-in camera. In another the PC guy sings a country song bemoaning the problems of the Windows operating system.Refer to I'm a Mac.
Apple's choice of television as the primary medium for its I'm a Mac campaign is based on the fact that it is a one-way mass communication vehicle. Television is most commonly used with which promotional mix element?
A. public relations
B. advertising
C. direct marketing
D. sales promotion
E. sponsorship
Answer: B
You might also like to view...
Mumford’s skills model contends that leadership outcomes are the direct result of ______.
A. a leader’s sociability B. a leader’s career experiences C. a leader’s willingness to lead D. a leader’s competencies
Arguments based on ethos depend upon logic
Indicate whether this statement is true or false.
Minnie, your tax client, has decided to dispute the Revenue Agent’s Report. List and discuss at least four of your next steps as you prepare to represent Minnie concerning her tax issue within the IRS and in the courts.
What will be an ideal response?
International business may be classified into which of the following three categories: A) trade, import/export, foreign exchange
B) international licensing agreements, investments, law. C) trade, international licensing agreements, investment. D) international licensing agreements, trade, franchising.