Exam 10: Digital Marketing and Social Networking

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.

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

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

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)

Which of the following characteristics distinguish online media from traditional marketing?

A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the product or service.​

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. Through the Disney website, consumers can access in-depth information about Disney products, movies, theme parks, the corporation, and anything else related to Disney. This is an example of one of the characteristics that distinguish online media from traditional marketing, namely

The Internet is often called a _________ medium because users determine which websites they are going to view.​

Podcast listeners have the ability to send comments to the podcaster regarding the material presented in a podcast.

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

____ allows customers to express their needs and wants directly to a company in response to its marketing communications.

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

Connectivity is the use of digital networks to provide linkages between information providers and users.

Pizza Hut has restaurants in India where Joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should

Ralph Lauren has retail stores in China where Spectators make up the majority of the online population. The Spectators are interested in reading about the latest fashions from the western culture but don't typically create and add their own content. Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should Ralph Lauren do?

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

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

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends.

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