Exam 10: Digital Marketing and Social Networking

____ are more consumer-driven than traditional media.

So far, social networking has gained popularity only in America.

Lauren has just graduated with her marketing degree and is now looking for a job. She has made a profile that contains her educational background, part-time job experiences, and qualifications. On which of the following websites would it be the most beneficial for Lauren to post her profile?

Of the online user segments in The Social Technographics Profile, the largest group is most countries is

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.

The attrition rate for digital media channels is

____ usually constitute a smaller part of the online population than the other groups.

Addressability allows customers to respond to a company's marketing communications by expressing their reactions and desires directly to the company.

Social networking sites are useful for large business, but are not financially feasible for small businesses.

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 is missing ____, because the website does not offer the opportunity for customers to directly communicate with Disney employees. Customers cannot express their needs and wants directly to the company.

Positive and negative online reviews act as reputation enhancers.

____ connects customers with marketers as well as other customers.

Explain the ethical issues associated with digital media.

E-marketing includes the use of mobile phones, but not digital outdoor marketing devices.

The ability to process orders electronically and increase the speed of communications via the Internet reduces

Fan Pages are a(n) ____ way for companies to advertise.

While consumers can use websites to access more information, marketers can also use the same sites to get information on the consumer.

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

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.

Anyone who becomes a member of social networking sites is a Collector.