Exam 10: Digital Marketing and Social Networking

Traditional advertising is unlimited in terms of interactivity.

Despite emerging technologies, consumers are unchanging in their traditional information searches and consumption behaviors.

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.

Kyle is a new marketing manager for Anthropologie. He believes that if Anthropologie wants to grow and connect with its customers that there is no better way than to use Facebook. What do most marketing strategists think about Facebook?

Sam's Club has developed a website that allows employees to create a profile and connect with co-workers for the purpose of getting acquainted and building a work related network. This is an example of a

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?

Online fraud includes any attempt to conduct dishonest activities online, with the exception of tricking consumers into releasing personal information.

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. 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 pages.

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

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

Barnes and Noble sells online through its website, while also selling through physical store locations. This type of retailing is referred to as

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)

​The Internet has radically changed the way traditional marketing used the marketing mix to attract and retain customers. Now e-marketing strategies require the marketer to reexamine the characteristics of the four components of the marketing mix. With respect to e-marketing, which of the following statements about the four components of the marketing mix is true?

​Internet sites that allow users to share photos, videos and podcasts are called which of the following?

A ____ is a type of software that creates an interface that enables users to add or edit the content of some types of websites.

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

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

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?

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