LEGEND (Ghost Chips) is an ad from an anti-drink driving campaign. The video has had over a million YouTube views and phrases from the ad have entered common conversations ("you know I can't grab your ghost chips"). Instead of using the usual shock and horror tactics, the campaign for the NZ Transport Agency was targeted at young male Mori drivers, and used humour to get the message across that it was a good choice to stop a mate from driving drunk. Clemenger BBDO is the advertising agency that designed the campaign.

In the scenario above the sender is:

Select one:

a.Clemenger BBDO

b.NZ Transport Agency

The "Legend" campaign is an example of a:

Select one:

a.Societal Marketing Campaign

b.Social Marketing Campaign

Using the Ghost Chips description above, the product is:

Select one:

a.To not drink and drive

b.To not let a friend drink and drive

Using the Ghost Chips description above, themediais:

Select one:

a.The anti-drink driving video

b.YouTube

In the scenario above, the Message is:

Select one:

a.YouTube

b.The anti-drink driving video

Using the scenario above:The process of writing the line "you know I can't grab your ghost chips" is called:

Select one:

a.Encoding

b.Decoding

Using the scenario above:Assume someone quickly seeing the video thought it was a trailer for a ghost movie. In terms of the communications model covered in class, this would be an example of:

Select one:

a.Noise

b.Cultural dis-appropriation

In the scenario above: Assume someone misunderstood the phrase "bloody legend" because their native country's language is quite literal. This would be an example of what type of influence on the effectiveness of communication?

Select one:

a.Culture

b.Noise

Using the scenario above:

Choose the better metric to use to measure the effectiveness of themedia

Select one:

a.Number of times the video is shared

b.Number of drunk driving deaths