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Exam 10: Digital Marketing and Social Networking

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Question 31

True/False

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Positive and negative online reviews act as reputation enhancers.

A) True
B) False

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verified

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Question 32

Multiple Choice

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____ refers to customers' ability to regulate the information they view and the rate and sequence of their exposure to that information.

A) Accessibility
B) Addressability
C) Interactivity
D) Connectivity
E) Control

F) D) and E)
G) C) and D)

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Question 33

True/False

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Twitter is useful for communications between friends, but not for communications between businesses and customers.

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 nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. Refer to Scenario 10.2. Google can give instructions on how to construct almost anything, from a house to a science experiment. As for online applications, you can learn anything from developing your own website to starring in a video. Google's "how to" features would most likely appeal to

Explain how consumer-generated content on digital media can be useful to marketers.

Cheryl and Frank are in their 60s. After many years, Cheryl finally convinced Frank to purchase a computer. Once Frank learned how to use e-mail, he found it to be an effective way of communication. He frequently uses e-mail to communicate with his friends and grandchildren. However, he rarely uses the computer for anything else. Cheryl, on the other hand, likes to read blog posts, especially those involved with decorating. Occasionally, she also critiques furniture and art for the home on Amazon.com and other review sites. Frank can be classified as a(n) ______________, while Cheryl can be classified as a _________________ and a_________________.

Explain the ethical issues associated with digital media.

Those who subscribe to a podcast will automatically get new content from the podcast delivered to their listening devices or personal computers.

Charles is new to the realm of digital marketing. Recently, he saw a blog post about his company that was just untrue. He demanded the blogger remove the post. Much to his surprise, however, the post had already spread to other sites. Charles immediately released content on the corporate website and social media pages with information that refuted the post. Much to his surprise, however, the post continued to spread. Charles does not understand why users are spreading the post when his organization has posted information claiming that the post is untrue. Charles has failed to realize that

Inchol 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. Inchol was an early adopter of e-marketing and worked with a college intern to create a webpage for the business. At the time, Inchol 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?

A new trend in video marketing is the use of amateur filmmakers.

Initiators are those consumers who generate their own media outlets, such as blogs and wikis.

Which of the following describes the pull dynamic of distribution using digital media?

It is unusual for consumers to be members of several social networking sites at once.

An accessible channel means the marketer knows who the customer is and can specifically address that person.

Small businesses can use digital media to develop strategies to reach new markets and access inexpensive communication channels.

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

Describe the seven segments included in the Social Technographics Profile.

____ allows customers to express their needs and wants directly to a company in response to its marketing communications.

Instagram is the most popular mobile photo-sharing application.