Exam 21: Managing Digital Communications: Online, Social Media, and Mobile

________ is a form of online word of mouth, or "word of mouse," that encourages consumers to pass along company-developed products and services or audio, video or written information to others online.

For which of the following product categories are consumers least likely to engage with on social networks?

When another customer complains about the hair salon where Georgeanna is a loyal customer, she defends it because she feels responsible for the continued success of the hair salon. This behavior suggests she has reached the ________ rung of the loyalty ladder.

To monitor the Gatorade brand on social networks around the clock, ________ created a Mission Control Center - set up like a broadcast television control room - in the middle of the marketing department in its Chicago headquarters.

From a consumer's perspective, what are the limitations of getting information from an online review?

Doritos brand's "Crash the Super Bowl" contest resulted in a healthy uptick in Twitter, Facebook, and other social media activity.

Which of the following best characterizes average consumers' current media consumption patterns?

Firms benefit when they democratize innovations and replace groundbreaking ideas with lowest-common-denominator solutions.

What are mobile apps and how are they used?

One of the measures of online word of mouth at DuPont was the effort's ________, or whether it was not a one-shot deal.

Identify three ways marketers can maximize marketing effectiveness of e-mails.

Internet users spend ________ of their time online searching for information.

________ operates an international word-of-mouth media network powered by 1 million demographically diverse, ordinary people who volunteer to talk up the products they deem worth promoting.

Relative to online marketing communications, traditional media offers advantages related to contextual placement.

________ out of every 10 US consumers owned a smart phone in 2014.

Which of the following is NOT one of the four main categories of online marketing communications?

Which of the following is NOT one of the seven design elements featured in effective Web sites (as identified by Rayport and Jaworski)?

Identify three ways a marketer might transform online marketing touch points related to privacy on the Web site into a positive customer experience.

According to researchers, what steps can improve the likelihood of starting a buzz?

How much was total digital ad spending in 2013?