1. The change in Activias advertising from the Jamie Lee Curtis ad to the Shakira ad represents an attempt on the brands part to attract an audience that is

multilingual.

more likely to be found outside of the United States.

younger.

less reliant on traditional media.

All of these choices are correct.

Award: 10.00 points

2.The Shakira spot ran during the World Cup, then was posted on the Internet where it was shared by audiences across social media. The song was also released by Shakira, so it could be heard on the radio and through streaming media. This leveraging of multiple consumer touch points is at the heart of what your book describes as

distribution.

sales promotion.

public relations.

advertising.

integrated marketing communication.

3. Award: 10.00 points

The Shakira video is a structured, nonpersonal message that was paid for and intended as persuasive. It deals with an identified product from an identified sponsor. For this reason, the video best fits with what your text defines as

public relations.

publicity.

marketing.

advertising.

direct marketing

4.Award: 10.00 points

The Shakira video is promoting several things, including Activia and the World Food Programme, which has a mission to help address hunger and promote food security. This suggests that the ad is an example of

product advertising.

both product and nonproduct advertising.

action advertising.

both product and action advertising.

nonproduct advertising.