Exam 15: HBO's True Blood

The coded messages in the True Blood campaign were designed to get attention.The DVDs at the film festival and the Blockbuster rentals were designed to inform and instill desire to watch the show.The True Blood campaign was using the goals of promotion tactic.

Which of the following players in the communication process do all three of the examples in the case try to obscure during the marketing campaigns?

Before Web 2.0,this sort of elaborate marketing campaign would not have been possible because of proliferation of the Internet and popularity of viral campaigns.

The individuals trying to locate distributors for the product TruBlood misunderstood the advertisements because of

Which of the following goals of promotion did Campfire Media accomplish to great success with its subtle True Blood campaign?

This case details HBO's competitive advantage for True Blood.

HBO used a challenging initial contact with coded mailers.That some people decoded the messages functioned as a type of what to marketers?

Because the initial communications were unidentified (and in dead languages),they would be considered publicity rather than advertising.

The Cloverfield trailer used the movie theater as