Exam 19: Managing Digital Communications: Online, social Media, and Mobile

Clickable graphic icons and buttons that link to more details of a marketing offer have lower click-through rates than links that simply utilize an Internet address.

Social influence can lead to disproportionally positive online ratings,and subsequent raters are more likely to be influenced by previous negative ratings than positive ones.

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

A Web site's ease of use and physical attractiveness are important to marketers because consumers use them to judge a site's performance.Please explain three things marketers should do to ensure high ratings on each.

What is a microsite? Provide an example of a firm that is likely to benefit from the use of a microsite.

Facebook is an early warning system for firms that permits rapid response,whereas Twitter allows deeper dives to engage consumers in more meaningful ways.

Bloggers do not need to disclose their relationship with marketers whose products they endorse.

Mobile ad copy should occupy only 50 percent of the screen,avoiding complex viewing experiences that may take a toll on consumers' battery and data availability as well as their time.

Average click-through for pay-per-click ads is about 0.08 percent.

A Nielsen survey found that online customer reviews were the most trusted source of brand information.

What are mobile apps and how are they used?

What are the two most trusted sources of brand information?

Williams-Sonoma reported a tenfold increase in response rates when it adopted personalized e-mail offerings based on individuals' on-site and catalog shopping behavior.

If Apple wanted to generate or convert sales leads,it should focus on broader search terms.

Given the disadvantages associated with online marketing communications,is it worth it for companies to use them? In your response,please identify the disadvantages of online marketing communications.

Why should firms avoid too much democratization of innovation?

What are four distinctive characteristics of a mobile device?

Social media ads prompt purchase at least three times more often than e-mails,and the average order value from social media ads is thought to be 17 percent higher.

What are four pieces of advice for getting a viral ad shared?

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