The Opening Vignette "Nike Wants More Than Great Ads" Shows

question 78

Multiple Choice

The opening vignette "Nike Wants More than Great Ads" shows

• A)compelling ads are the key to marketing success
• B)marketers are using less traditional and more digital advertising
• C)efforts to maximize television advertising reach offers increased full service consumer satisfaction
• D)celebrity spokespeople are critical to institutional success
• E)integrated marketing communications is being replaced by Internet marketing communications See opening vignette.

---

Definitions:

You-viewpoint

A perspective in communication that focuses on addressing the needs, interests, and concerns of the audience.

Unethical Goals

Objectives that are morally wrong or in violation of accepted principles of right and wrong.

Honest

Characterized by truthfulness and integrity in one’s actions and statements.

Blame

Attributing responsibility for a fault or wrong.