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Exam 10: Digital Marketing and Social Networking

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Question 1

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Digital media have created opportunities for companies to

A) gain more control over what the consumer sees.
B) target specific markets.
C) offer the exact experience as a brick and mortar store.
D) manage information that is disseminated through the web.
E) stimulate all five senses during the on-line shopping experience.

F) A) and B)
G) A) and E)

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Question 2

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Interactive links on websites can help advertising move away from being an intrusion to

A) attracting spectators.
B) being more accessible.
C) developing relationships.
D) providing the customer with control.
E) alluring the inactives.

F) A) and E)
G) All of the above

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Question 3

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____ are web-based journals in which writers can editorialize and interact with other Internet users.

Sites such as Twitter, Facebook, MySpace and LinkedIn can be used to gather information about consumers, but they are not a good substitute for focus groups.

Scenario 10.2 Use the following to answer the questions. Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and non-profit agencies who are designing Fan Pages. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. -Refer to Scenario 10.2. If the Morningside Church wants to provide its members with a venue to read what other people think about its ideas, worship style, and community services, and to share their own ideas, it could use ______. Those who would most likely want to simply read the opinions of others are _____, while those who would like to also share their own ideas, are ____.

Collectors gather information and organize content generated by critics and others.

The ability to obtain digital information is referred to as

Scenario 10.1 Use the following to answer the questions. The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but also connect with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney. -Refer to Scenario 10.1. Through the Disney website, consumers can access in-depth information about Disney products, movies, theme parks, the corporation, and anything else related to Disney. This is an example of one of the characteristics that distinguish online media from traditional marketing, namely

Online fraud includes any attempt to conduct dishonest activities online, with the exception of tricking consumers into releasing personal information.

Almost any traditional promotional event can be enhanced or replaced by digital media.

A(n) ____ channel provides the opportunity for a marketer to customize promotions.

Pizza hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should

Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as

____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers.

____ of online shoppers read ratings and reviews before making a purchasing decision.

The Internet can be referred to as a ____ medium because users determine which websites they are going to view.

Which of the following websites allows companies to search the network for potential employees with particular skills?

Some companies use ____ as internal tools for teams working on a project requiring lots of documentation.

Connectivity is the use of digital networks to provide linkages between information providers and users.

Fan Pages on Facebook are inexpensive and easy to produce, making them accessible to all businesses.