Exam 10: Digital Marketing and Social Networking

The Facebook audience is large, but it has yet to surpass the audience of a popular television network.

Real businesses can have a store in a virtual reality environment, but they must use a fictional name.

Explain how consumer-generated content on digital media can be useful to marketers.

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 offers users the ability to create a character or a comic. You have the option of allowing other people to view and comment on your new creation. Which characteristic of e-marketing is being utilized here?

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

The fastest-growing group on Facebook is

____ are free online publicity that helps the company

____ are computer-based online simulated environments that involve participants.

____ is a popular photosharing site on the Internet.

CarFax wants to know which social networking sites drive the most traffic to the CarFax website. The best way to gain this information is through

Northface launched a promotional campaign using various forms of digital media. In order to evaluate the success of the campaign, Northface should

____ are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis.

Many people now seek recommendations from social media friends before conducting other kinds of searches.

Digital media refers to the strategic process of distributing, promoting, pricing products, and discovering the desires of customers Internet using digital marketing.

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

Digital marketing uses all digital media to develop communication and exchanges with customers.

____ relates to perceptions of value and is the most flexible element of the marketing mix.

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. Politicians could use _____, the ultimate type of social media for reaching those potential voters who want to stay connected to the latest information.

A LinkedIn profile resembles

Describe the six segments included in the Social Technographics Profile.