Question 1

The individuals trying to locate distributors for the product TruBlood misunderstood the advertisements because of&#10;A) noise.&#10;B) feedback.&#10;C) decoding.&#10;D) encoding.

Accepted Answer

Noise is anything that interferes with,distorts,or slows down the transmission of information.

Question 2

Before Web 2.0,this sort of elaborate marketing campaign would not have been possible because of proliferation of the Internet and popularity of viral campaigns.

Accepted Answer

Before Web 2.0, the proliferation of the Internet and the popularity of viral campaigns made it possible to conduct elaborate marketing campaigns.

Question 3

The Cloverfield trailer used the movie theater as&#10;A) feedback.&#10;B) a channel.&#10;C) receivers.&#10;D) All of the above

Accepted Answer

The movie theater was a channel for the trailer's message.

Question 4

Which of the following goals of promotion did Campfire Media accomplish to great success with its subtle True Blood campaign?&#10;A) persuading&#10;B) informing&#10;C) reminding&#10;D) None of the above

Accepted Answer

The campaign succeeded in stimulating interest in the new TV show,a consequence of information.

Question 5

This case details HBO's competitive advantage for True Blood.

Accepted Answer

This case is about HBO's promotional strategy for True Blood.

Question 6

Which of the following players in the communication process do all three of the examples in the case try to obscure during the marketing campaigns?&#10;A) the channel&#10;B) the sender&#10;C) the decoder&#10;D) the receiver

Accepted Answer

The sender is purposefully obscured at the beginning of these campaigns to generate buzz about the products.

Question 7

HBO used a challenging initial contact with coded mailers.That some people decoded the messages functioned as a type of what to marketers?&#10;A) noise&#10;B) message flexibility&#10;C) encoding&#10;D) feedback

Accepted Answer

This is feedback because the decoding of the message gives marketers an idea of who is interested in the promotion and the show.

Question 8

Because the initial communications were unidentified (and in dead languages),they would be considered publicity rather than advertising.

Accepted Answer

Publicity refers to any message or information that is disseminated to the public, regardless of the source or intent, whereas advertising specifically refers to a paid message or promotion aimed at selling a product or service. Since the initial communications were not identified as paid promotions and were not in a language that could be interpreted as advertising, they would be considered publicity.

Question 9

The coded messages in the True Blood campaign were designed to get attention.The DVDs at the film festival and the Blockbuster rentals were designed to inform and instill desire to watch the show.The True Blood campaign was using the goals of promotion tactic.

Accepted Answer

These are steps in AIDA.

Deck 15: HBO's True Blood