Probing

1. Describe the eight major modes of communication in the communications mix.

2. What are the three main platforms of social media? For each describe both a benefit and challenge they present to today's marketing environment.

3. List and discuss three elements that explain how many exposures, E, will produce a level of audience awareness, A.

4. What are the five major decisions, known as "the five M's" that marketing managers must make in developing an advertising campaign?

5. What are the seven design elements that effective Web sites feature? Define each of these.

Pt. 2 - Case Study 500- words

Derek is working on promoting his company's Glazer brand of electronic razors. Preliminary surveys have revealed that even though a sizable portion of the target market has developed a liking for the product due to innovative advertising, few customers would actually consider replacing their current razors with Glazers. How can Derek modify the communications program to get customers to favor Glazers over other brands?

Market research suggests that the target audience possesses an intent to use Glazers, but is stalling over actually making the purchase. How can Derek modify the communications program to get customers to purchase Glazer razors?