Exam 10: Digital Marketing and Social Networking

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. Visitors to the Disney website have the ability to regulate the information they view and the activities they participate in. This is an example of

Consumers can order a bathroom vanity through Lowe's website and pick up the vanity at the store. This type of delivery is called

Sonic communicates with its customers through ____, which is the most popular social networking site in the world.

Sony launched an online campaign that prompted people to visit the Sony website. In order to evaluate the success of the campaign, Sony should

Before posting information on a blog, the blogger must make certain that the information is accurate.

As digital communication technologies have advanced, it possible for marketers to

In what ways can digital media be used as a market research tool?

KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should

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

How have digital media and social networking changed the consumer's buying behavior?

Smart phones contain ____ that help consumers access more information about businesses.

While social networks can be used to target customers, it is still easier to target precise consumer groups using traditional marketing media.

Dion is a marketing communications consultant who specializes in the strategic use of social networking sites. Which of the following statements would most likely describe the companies that can use Dion's services?

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. Political parties are also utilizing social media to connect with voters and to keep individuals informed about the up-to-the-minute activities in the political campaigns. If the politicians wanted to involve the potential voters in the campaign, they could utilize _______, a new trend in video marketing, and create input for their Facebook Fan Pages.

Digital media such as blogs allow marketers to interact with prospective customers in

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

List the various types of digital media and technologies that are available for the marketer to use in reaching consumers.

Besides Facebook and MySpace, many foreign countries have their own social networking sites.

An accessible channel means the marketer knows who the customer is and can specifically address that person.

Home Depot has an iPhone icon that allows users to match colors in photographs with the store's selection of carpets. This is an example of a(n)