Exam 12: E-Marketing Communication: Owned Media

________ is the marketing department's portion of public relations directed to the firm's customers and prospects in order to build awareness and positive attitudes about its brands.

When companies create online spaces for consumers, prospects and customers to discuss topics of interest, they are creating ________.

Which is most true of e-mail as a content marketing tool?

How do e-marketers measure efficiency of marketing campaigns on the internet?

Search engines are a key means of attracting traffic to a website. List and define two tactics used in search engine marketing (SEM).

Online advertisers typically want to know a measure of a website's ________, which is the number of times an ad would be displayed on a user's page.

If you are carrying communication messages from your organization to internet users on channels that are owned by your company, you are utilizing owned media.

A major difficulty now facing marketers is ________.

________ is a cross-functional process for planning, executing, and monitoring brand communications designed to profitably acquire, retain, and grow customers.

Which of the following is not an advantage of email over direct mail?

Public relations involves building good relations with the company's various publics by obtaining favorable publicity and building up a good corporate image.

What is viral marketing? Give an example of a time when you were a part of viral marketing on the internet.

The traditional "think, feel, do" hierarchy of effects model guides marketer's selection and evaluation of marketing communication tools for use on the internet.

Although content marketing is beginning to emerge online, its main strengths are still found in offline vehicles.