Exam 10: Digital Marketing and Social Networking

The average Facebook user becomes a fan of several ____ each month.

One of the fastest-growing areas in mobile technology is the creation of ____ that help consumers to access more information about businesses

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

Milton Bradley/Parker Brothers are producers of many board games, such as Monopoly, Battleship, Yahtzed, and Clue. The company has posted on-line cash rewards for consumer reviews of their games. In doing so, Milton Bradley/Parker Brothers is striving to utilize

Why is it beneficial for a company to use a Fan Page? How can a company avoid the mistake of making members feel pressured to purchase products?

Zipcar is a group of individuals who share a car's services in order to save money and keep the environment green. Zipcar encourages its users to go to a blog and make comments or post ratings and reviews. These people would be called ____ with reference to the blog.

One trend that has caused consumer-generated information to gain importance is

Discussion forums are not very popular with the online population.

Scenario 10.1 Use the following to answer the questions. The Walt Disney Company is a master at incorporating all the unique characteristics of digital media into their website. They know how to appeal to all types of consumers and utilize the full potential of digital media. The Disney website immediately catches your attention with sights and sounds that come alive. Not only can you catch a glimpse of an upcoming movie, but also connect with your favorite characters from movies past. The website offers age-appropriate games and activities, including the ability to create a fairy-tale cottage. The Disney Parks have their own links of course, along with Radio Disney, the Disney Store, family vacation packages, and an educator's corner. An adult or child can enjoy navigating through the electronic marketing of Disney. -Refer to Scenario 10.1. The Disney website has a special link for educators that allows them to download educational videos pertaining to various subjects and grade levels. Educators are asked to register online with further information about their needs. This is an example of

JC Penney's website encourages visitors to register in order to maximize their use of the site. By gathering information about a consumer before a purchase is made, JC Penney is practicing

____ monitors social networks for fraudulent accounts and assist their clients in removing the deceptive accounts.

____ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers.

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.

Redbox has established outlets in the simulated environment of Second Life. Your ____ is able to rent a movie from a Redbox.

Accessibility refers to a customer's ability to access information about products, such as colors, prices, and reviews.

As a result of the increasing usage of digital media, some of the marketer's control over dispensing product information has been placed

Creators gather information and organize content generated by critics and others.

People who comment on blogs or post ratings and reviews are known as Critics.

____ are online users who do not participate in any digital online media.

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 non-profit agencies who are designing Fan Pages. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. -Refer to Scenario 10.2. Which of the media below would be best for the American Red Cross to use in developing relationships with blood donors, and in soliciting funds for storm-ravaged communities as a result of floods and fires?