Chapter 3 Self-Study Quiz

Convergence and Integrated Communication

Please note that this exercise is for self-study, and your instructor will not be able to see your responses.

. Suppose Microsoft creates a new device that merges formerly separate technical capabilities. This is best described as:

. In a participatory culture, publics are just as likely to consume media as they are to:

. The video advertisement that plays before the YouTube video you've selected is best described as:

. You're one of the first people to purchase the newest iPhone for $1,200. Six months later, you notice the price has dropped to $800, and more of your friends are making the switch to the new phone. This pricing strategy can be described as:

. A highly regarded news station in NYC airs your client's new restaurant in its local "New York Minute" segment. You might consider this unpaid coverage to be more valuable than an advertisement because of its:

. Lauterborn suggested that _________ should replace "Place" in McCarthy's marketing mix.

. Red Bull creates entertaining videos of athletes performing extreme sports and publishes those on its website and YouTube channel-without mentioning its energy drink. This is best an example of:

. Advertising communicates with target audiences, while public relations communicates with:

. One way public relations differs from advertising and marketing is that its main purpose is to:

. The EU's General Data Protection Regulation (GDPR) protects the privacy of:

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