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Integrated Marketing Communication Final Exam

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Define IMC
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a strategic business process used to plan, develop, execute, and evaluate coordinated, measurable, persuasive, brand communication programs over time with consumers, customers, prospects and other targeted individuals.
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The Aims of IMC
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1. Persuade by all means of communication 2. affect behavior, not just attitudes 3. start with customers/prospects and then work backwards to develop effective communication
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2 Models used in advertising
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Social-Psychological Model Psycho-Cultural Model
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Social-Psychological Model
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exposure to adds causes people to recall attitude/opinion change (ex. brand recognition)
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Psycho-Cultural Model
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people’s psyches exposed to adds; cultural behavior of people (ex. consumer and commodity culture)
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Metaphor
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an analogy such as “my love is like a rose”
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Metonymy
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association, for example a crown representing royalty. Involves synecdoche
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synecdoche
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part stands for whole and whole stands for part
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Account Executive/ Account Planner
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Searches for universal metaphors Involved with creating a creative brief (what ad should accomplish) If we could say one thing about the client, what would it be?
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Creative Director
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Manages the creation of the ads, both images and words
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Art Director
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creates the images of the ad, everything but the words
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Copywriter
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writes the words that will appear on an ad
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Media Planning
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decides where ads would work best, what medium should carry the advertisement coordinate with all other areas (PR, direct marketing, events, online ads, social media, etc.)
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Media buying
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negotiates rates, purchase, space/time of ads coordinate with all other areas (PR, direct marketing, events, online ads, social media, etc.)
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Production
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produces the ad for tv, radio, online, print, etc.
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Traffic
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coordinates all phases of production and keeps everyone on schedule
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definition of Public Relations
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values-driven management of relationships between an organization and the publics that can affect its success
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definition of Advertising
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use of controlled media in attempt to influence the actions of targeted markets
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PR should be…
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a management function 2 way communication a planned activity research based socially responsible fostering mutually beneficial relationships
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PR should not be…
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a synonym for propaganda, publicity, spin or hype, unplanned, free, “getting the word out” artificial or superficial not jut event planning
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publicity
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staging events/pitching stories for media coverage (part of PR, but not synonymous)
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5 types of publics
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Traditional Non-traditional Latent Active Hostile
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Traditional Publics
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groups with which organizations have ongoing, long-term relationships (i.e. UNCW students/alumni)
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Non-Traditional Publics
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groups unfamiliar to an organization
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Latent Publics
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should have interest in an issue, but may not know it yet (i.e. young students that may be interested in college in a few years)
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Active Publics
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They know they have interest and they want to take action on this interest
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Hostile Publics
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they do’t like you and they’re going to let you and others know.
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Problems with event marketing
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difficult to measure effectiveness not much theory grounding it does a successful event = desired behavior?
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RACE
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Research Action Communication Evaluation
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hedonic
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pleasure seeking, consumption as an end to itself
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instrumental
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rational, problem-solving, need-driven
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Consumption (as it pertains to event planning)
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When the marketing event become a product in its own right (i.e. The State Fair, Comic Con, Super Bowl)
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What is social media?
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User generated content Access to professional tools (photo editing, etc.) sharable (“viral”) Mostly free to use
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Downsides of social media
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privacy concerns civility issues overload of info professional tools ≠ professional quality harmful to society? harmful to our ability to communicate through speaking and writing? harmful to our memory?
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Why is loyalty important?
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It is 5 x more expensive to gain a new customer than to keep an existing one ($100: $20) Loyalty becomes habit
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Promotions should…
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be designed to achieve a goal make sure the goal is something worth doing be appropriate to your audience, budget, goals
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Types of sponsorships
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Media (paid & earned) in-Arena Experiential Hospitality
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Levels of Sponsorship
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Naming Rights (buildings/stadiums) Title Sponsorships (events) Jersey Sponsors Pouring Sponsors
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Why is Starbucks a good example of IMC?
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ability to set agenda impact on communities– global and domestic Starbucks is a for-profit company who often speaks in a non-profit way
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How do we identify target prospects?
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demographics and psychographics
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What does the “red cup” controversy show about Starbucks?
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They set the agenda for what we talk about It influences our behavior it has a cultural impact it is a brand that people have a relationship with
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What components of IMC does the #itsjustacup trend demonstrate?
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crisis communication social media usage public relations the confusion of public and private the confusion of the commercial with the divine/religious
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Why should we theorize advertising and promotion?
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Helps us predict outcomes, allows us to understand world in ways that are not possible if solely concerned with concrete experiences; allows us to use our imagination to move from the concrete to the abstract
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Polysemy
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the potential for a social text such as an advertisement to have many possible meanings
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Ostensive Communication
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makes the intention of the communicator clear
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Covert Communication
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does not make the intention of the communicator clear
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What is visual rhetoric and metaphor?
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covert meaning conveyed through the use of pictorial, auditory, or linguistic metaphor.
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Chirographic Culture
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Willingness to live with the “media” model of communication
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4 Questions that Marshall McLuhan says we must ask of every new technology
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What does the media enhance or extend? What does it obsolesce? What does it retrieve that an earlier medium obsolesced? What does it reverse or flipped into when pushed to the extreme?
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How did Plato feel about writing?
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Writing would erode memory and written texts could fall into the hands of those who would misunderstand or defile them
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What are “geolocation” applications/services?
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Allows users to note their geographical location via satellite, IP address, or some other form of geolocation technology.
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reification
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converting an abstract idea into a thing
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Epideictic rhetoric
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the mode of rhetoric dealing with the present
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How is social media a form of epideictic rhetoric?
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Social media allows people to express themselves in the present, while being absent in physical presence
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How is social media an example of “erasures and its traces”?
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All data is archived even if you think you’ve deleted it. All content is somehow saved
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What is the role of promotion in IMC?
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Driving short-term sales or brand usage; part of the whole marketing communication effort
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What is the difference between retail promotions and consumer promotions
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retail promoting are usually initiated by the distributor or retailer, putting it outside the scope of IMC planning, where as consumer promotions are initiated by the marketer.
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What is the difference between coupons and rebates?
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Rebates are used more often for high-priced items, where as coupons are used for lower priced items such as groceries. Coupons are usually used to introduce new products to help initiate a positive brand attitude
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Why can a too successful promotion be harmful?
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Brand can loose money
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buzz marketing
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using high-profile entertainment or news to get people to talk about your brand
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viral marketing
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creating entertaining or informative messages that are designed to be passed along in an exponential fashion, often electronically or by email
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community marketing
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forming or supporting niche communities that are likely to share interests about the brand; providing tools, content and info to support those communities
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grassroots marketing
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organizing and motivating volunteers to engage in personal or local outreach
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evangelist marketing
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cultivating evangelists, advocates, or volunteers who are encouraged to take a leadership role in actively spreading the word on your behalf
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product seeding
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placing the right product not the right hands at the right time, providing information or samples to influential individuals
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influencer marketing
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identifying key communities and opinion leaders who are likely to talk about products and have the ability to influence the opinions of others
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cause marketing
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supporting social causes to earn respect and support from people who feel strongly about the cause
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conversation creation
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interesting or fun advertising, emails, catch phrases, entertainment, or promotions designed to start word of mouth activity
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brand blogging
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creating blogs and participating in blogosphere, in the spirit of open, transparent communications; sharing information of value that the blog community may talk about
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referral programs
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creating tools that enable satisfied customers to refer their friends
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Word of Mouth Marketing
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giving people a reason to talk about your products and services and making git easier for that conversation to take place.
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Bobos
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bourgeois bohemians, people in the middle with aspiration to move up the ladder
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Everyday associationalism
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Membership to an organization or alliance that shapes who we are and how we see the world, and how we represent ourselves; provide others with clues about our beliefs, backgrounds, and loyalties
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authenticity (as it applies to Everything But the Coffee)
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a feeling or search for a feeling of the real in a marketplace; as close to the natural source and possible and untainted by corporation
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Thorstein Veblen and Conspicuous Consumption
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people draw social distictions through purchase and display ostentatious consumer objects; in particular the over-the-top buying of the wealthy, how the rich use public consumption to distinguish themselves fro those below them. This then trickles down to the lower classes, as they then want to appear wealthier. Then the wealthy find new showy objects to distinguish themselves.
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Luxurificaton/ Affluenza
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An American revolution not of necessity, but of wants that only the richest of the rich can appreciate and afford.
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Bowling Alone by Robert Putnam
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study that showed that club membership, town hall attendance, Cub Scout membership, PTA meeting attendance, petition signatures, campaign rally attendance, and voter turnout has fallen in the US
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Jerry Baldwin
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Founder of Starbucks in 1971. Focused on authenticity and wanted to stay out of the mainstream
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Howard Schultz
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bought Starbucks in 1987 and expanded into a large corporation. Also valued authenticity as a branding strategy but wanted to bring it into the mainstream
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“the McDonaldization of society”
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In a rationalized society people like to know what to expect in most settings and at most times. they neither desire nor expect surprises
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“New age chain”
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Starbucks, The Body Shop, Qdoba– natural looking products and color design, talk about community and corporate social responsibility
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Example of the private masquerading as the public
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Malls– apears to be a public space, but only certain people can afford to go and security guards enforce certain rules.
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Third place
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Sites where people gather other than home and work
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How is starbucks a second space?
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Many people use starbucks as a workspace, office, or meeting room
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“weak ties” in Starbucks
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interaction between people, but not building of deep relationships or thought provoking conversation; casual sense of belonging
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What can’t function without vibrant public spaces, according to Habermas?
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democracy
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What is the problem that occurs when the fake proliferates “without admitting that it is a fake”?
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it can overwhelm the original
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Which celebrity personifies self-gifting?
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Oprah Winfrey
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What artist was NOT heard in Starbucks?
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Bruce Springsteen
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What is a press kit?
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Items that are produced and used for a variety of public relations purposes (press release, media advisory, backgrounder, brochures, fact sheet, stock photos
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What is the birthplace of coffee?
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Ethiopia
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What types of WOMM are unethical?
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Stealth Marketing, shilling, infiltration, comment spam, defacement, spam, falsification