MEJO 490 final exam questions and answers 2024

MEJO 490 final exam questions and answers 2024 How has the digital age made PR much more important? What is the distinction between paid and earned media? Why? - Answer ️️ -Digital has made the flow of information almost instantly. This means that PR is more important bc you can gain or lose a reputation in a click. -Paid media = advertising -The brand has complete control over the product -Guaranteed placement -Earned media = PR -Filtered through a third party -Builds trust with the consumer How much does Ken Auletta say free spec pitches cost the advertising industry annually? - Answer ️️ -$400 million in free employee hours How does Ken Auletta characterize clients' feelings and behaviors these days? What about agency execs? - Answer ️️ --"Clients are wary, often maintaining more of an arms-length relationship with their agencies. And many agency executives are dispirited." -Advertisers feel they have been misrepresented by the report as crooks. Technology allows for a more ______ between _______ with less need for _________. - Answer ️️ -Technology allows for a more direct relationship between buyers and sellers with less need for intermediaries (agencies). What companies currently lead in the race to dominate AI? And why? - Answer ️️ -Google, Facebook, Amazon, IBM, Oracle, Apple, S- they all have deep pockets According to Marty Neumeier who decides which brands live and which brands die? - Answer ️️ -Customers Because of an over-abundance of brands, customers have to search for any differentiators between companies In a world of data, what may not be needed anymore? - Answer ️️ --Advertisements -Machines will determine the cheapest prices and take the guessing out of deciphering what the consumer wants. -One-to-one marketing