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Exam 9: Digital Marketing and Social Networking

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Question 41

Multiple Choice

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Smartphones contain ____ that help consumers access more information about businesses.

A) treatments
B) digits
C) widgets
D) actions
E) applications

F) A) and E)
G) None of the above

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Question 42

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E-marketing includes the use of mobile phones, but not digital outdoor marketing devices.

A) True
B) False

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Question 43

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Xi Chung is the owner of a popular bar in a college town and typically advertises in the college newspaper about upcoming drink specials or special events. Xi was an early adopter of e-marketing and worked with a college intern to create a webpage for the business. At the time, Xi believed he could simply modify the newspaper advertisements and Yellow Page listings and publish those to the webpage to attract customers and inform them of events. However, his early efforts with e-marketing were not successful. Which of the following could explain why his website failed?

Adobe markets software such as Photoshop and Lightroom through a subscription service and maintains an extensive website where customers can post reviews, offer tips and suggestions, and ask technical questions. Adobe appreciates the opportunity to create a forum where users of the software can interact with each other, as well as the company. This example relates to the ______ characteristic of online media.

Michaels encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer articles of interest to other Michaels' customers, and offer suggestions for future electronic communication. Michaels is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears

The Internet is sometimes referred to as a push medium because marketers determine which websites consumers are going to view.

____ are free online publicity that helps the company.

Lowes has an iPhone icon that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n)

A major benefit of social media marketing is the ability to reach new target markets, such as Millennials. A firm wishing to target Millennials would be advised to use

The ability of a marketer to identify customers before they make a purchase is called

List the various types of digital media and technologies that are available for the marketer to use in reaching consumers.

Electronic marketing strategy and digital marketing strategy are often used interchangeably, but there are differences between them.

One of the fastest-growing areas in mobile technology is the creation of applications.

Holiday World & Splashin' Safari is an amusement park located in Santa Claus, Indiana, which is located in southern Indiana and typically welcomes 10,000 to 20,000 visitors daily from nearby cities in Indiana, Kentucky, and Illinois. Holiday World is known for its wooden rollercoasters and historically has added one new thrill attraction each season. The company uses its Facebook page to alert followers to the new attraction and typically makes an announcement about the attraction toward the end of the season. During the fall and winter months when the amusement park is closed, the Facebook page may provide updates on the new attraction and provide links to purchase advance tickets or season passes from their website. Which element of the marketing mix is Holiday World using to generate interest and ticket sales for the park?

____ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers.

Which of the following characteristics distinguish online media from traditional marketing?

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

Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media.

Digital media refers to a marketing strategy that engages in the strategic process of distributing, promoting, and pricing products, and discovering consumer desires through social networks.

Traditional marketing media are more consumer-driven than digital media.