How are technological devices such as digital video recorders (DVRs), TiVo, and iPods having an effect upon advertising in the television industry?
What will be an ideal response?
Television reviewers who have DVRs and/or TiVo have the ability to skip over ads. The number of such devices in U.S. households is on the increase. Consumers are more frequently using iPods, video on demand, and their personal computers to watch television shows. This makes it more difficult to reach consumers through traditional network television ads. These trends, combined with the growing number of media outlets, have led marketers to scale back on pricey mass market campaigns and increase spending on alternative media, such as online, mobile, and out-of-home.
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The ratio of the value of a firm to its annual earnings is called:
A. unappropriated profit. B. retained earnings. C. the earnings multiple. D. accumulated earning.
Which of the following statements is true of the use of creativity in an advertising campaign?
A. Because most advertising is unique, creativity is not enough to break through the clutter. B. The users of creative advertising must avoid using big ideas and unique selling propositions in their advertising campaigns. C. Creative advertising always has a positive impact on sales. D. The nature of advertising requires that everyone involved in the promotional planning process understand the creative strategy. E. Creative advertising that lacks flexibility and artistic value may have a greater impact on the target audience than advertising that is flexible and artistic.
Typical community relations objectives can include all of the following EXCEPT ________
A) telling the community about the firm's operations B) meeting criticism with commonsense business approaches C) gaining favorable opinion of the community D) cooperating with other local businesses
To succeed in a claim of passing off the plaintiff must prove that the public would be confused and the plaintiff suffered economic losses or damage to their goodwill
Indicate whether the statement is true or false