The slogan “Melts in your mouth, not in your hand” is meant to illustrate to consumers that M&Ms offer a benefit that other candy or chocolate products do not. This selling strategy is known as the

Early in his career, the faith healer had been a(n) XX, but after people grew to understand his deceptive ways, he changed and never again made false claims about his ability to heal the sick. What is the definition of XX?

Fashion magazines make readers think that being thin is the norm, but most people are a good deal more XX than those magazines suggest. What is the definition of XX?

All of the following are examples of earned media EXCEPT

There is very little scientific proof of the XX of herbal medicines, yet many consumers don’t care that there isn’t much scientific evidence for the effectiveness of herbs. They just assume that herbs are a part of nature and must be beneficial. What is the definition of XX?

Immediate friends, known as ____________, have utility derived from social connections, known as ___________, that can be used by marketers to promote brands.

You are working for a brand that values community service. Many of your employees volunteered to collect donations during a local supply drive to benefit a local homeless shelter. The employees were given the day off work to volunteer and were all given branded shirts to wear to the drive.  Your internal comms team hires a local film crew to get footage of the event to use in marketing materials and social media posts to promote the company. This type of coverage is ____________ media. 

Considering the dark side of persuasion, which of these is LEAST likely to potentially be used for disseminating targeted, malicious propaganda? 

I am a children’s book publisher. I created a social media marketing campaign focused on engaging influencers. We encouraged them to organize online “book party” events among their friends on Instagram. They get to preview new titles and encourage participants to then pre-order the books. The host gets a cut of the proceeds from the sales at the event. This type of campaign relies MOST resembles what:  

Mario is charged with tracking the number of page impressions, website visits and Google search rankings for his company each month. According to your book, these metrics are best suited to measuring success against which IMC goal?