Exam 10: Digital Marketing and Social Networking

Papa John's received negative publicity concerning the quality of the contents used in making their pizza.The information in the news report was incorrect,and was corrected on the next newscast.However,Papa John's wanted to go further and respond to the issue by creating a web-based journal that gives accurate information about Papa John's and the ingredients they use.This journal is an example of a(an)

Explain the concept "push-pull" when referring to digital marketing as a new distribution channel.

Ralph Lauren has retail stores in China where Spectators make up the majority of the online population.The Spectators are interested in reading about the latest fashions from the western culture but don't typically create and add their own content.Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population.Which of the following should Ralph Lauren do?

Participants in a virtual reality environment use fictional currency to purchase items;the currency cannot be converted to real dollars.

Consumers view the illegal downloading of copyrighted materials as more unethical if the person's motivation is primarily for fun,then if it is for personal gain.

____ of online shoppers read ratings and reviews before making a purchasing decision.

Rather than wait for legislation to be passed regarding Internet rules,many web advertisers attempt self-regulation to govern how consumer information is collected and used online.

Companies use wikis as internal tools for teams working on projects requiring lots of documentation.

Digital media have created opportunities for companies to

The most popular video-sharing website is

Someone who generates his or her own media outlets,such as podcasts and blogs,is known as a Creator.

Bloggers can post whatever opinions they like about a company or its products,regardless of whether or not the blog's content is factually accurate.

Discussion forums are not very popular with the online population.

Companies use photosharing in order to add a personal touch to their businesses.

Compare the characteristics that distinguish e-marketing from traditional marketing.

Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product.The company uses ____ as a research tool to gain this information.

According to Nielsen Marketing Research,consumers spend more time on ____ than e-mail.

Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency.

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

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.