V2

THE MEDIA Broadcast News Marketing Source Nonmarketing Source 2 Advertising News Mass Sales promotions Critiques/reviews/blogs Media- Publicity Program content Delivered Special events External endorsements .......................... High E-mail and websites Cultural heroes/heroines Direct mail Clubs/organizations Social media Virtual communities Two-Way Communication Social media High...................................... Low Reach Salespeople Family Service representatives Friends Delivered Personally Customer service agents Neighbors Low . .. ............ Casual acquaintances Classmates Coworkers Special sources: Opinion leaders LOW . ... ....... .............................. High CredibilityFINAL HOURS MYSTERY FLASH SALE! % ? +FREE SHIPPING REVEAL YOUR DEAL (a) Classify this message as either a marketing or nonmarketing source of influence. Then briefly analyze the message by describing the characteristics of this general source of influence based on its (i) method of delivery, (ii) credibility, (iii) reach, and (iv) extent of enabling two-way communication. [5] Source of influence: Type your answer here by overwriting this text Method of delivery: Type your answer here by overwriting this text Credibility: Type your answer here by overwriting this text Reach: Type your answer here by overwriting this text Two-way communication: Type your answer here by overwriting this text (b) Identify the promotional technique used in the message by selecting the most relevant term from Exhibit 11.2 on page 295 of the textbook. [1] Type your answer here by overwriting this text