Exam 16: Social Networks and Communication

Which of the following is true of social media?

Explain how social media benefits promotional activities.

To ensure social media success in international marketing,marketers should use mass media techniques rather than customizing messages to the audience.

Millennials,those born between 1980 and 2000,regard using the Internet for _____ as their favorite media activity.

Offering coupons online increases the costs of development,distribution,and database creation.

The digital divide affects developed economies the most.

Which of the following is true about traditional marketing communications?

Podcasts are purely audio files for the iPod.

Brand _____ refers to customers developing a personal relationship with the brand.

The strength of the ties between marketers and consumers depends mainly on the frequency and quality of customer interactions related to the firm's products.

The online press room is a critical asset for publicizing the firm and its brands.

The Internet has surpassed television as the largest market for advertising.

Which of the following is true of traditional marketing communications?

Social media leverage the power of electronic word of mouth.

International communications via social networks are a form of mass marketing.

Which of the following is a marketing technique that facilitates and encourages people to pass along a marketing message to other users or sites,leading to a potentially exponential growth of communications?

Differences in technology diffusion drive the way social media are used around the world.

Continuous scanning helps a firm to deal proactively with emergent news stories that can harm the firm's good name.