Exam 9: Digital Marketing and Social Media

Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency.

JC Penney's website encourages visitors to register in order to maximize their use of the site.By gathering information about a consumer before a purchase is made,JC Penney is practicing

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

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 9.1.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

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

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

Almost any traditional promotional event can be enhanced or replaced by digital media.

Crate and Barrel uses ____ to market themselves visually by displaying snapshots of company events,staff,and products.

____ is a term that refers to the use of digital media to obtain opinions on the needs of potential markets.

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

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

Control refers to the customer's ability to access information on the Internet with simple clicks on a keyboard.

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

McDonald's received negative publicity concerning the content of their hamburgers.The information in the report was incorrect.Part of McDonald's response is to create a web-based journal that gives accurate information about McDonald's ingredients.This journal is an example of a

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

Describe the six segments included in the Social Technographics Profile.

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

Which of the following refers to the strategic process of distributing,promoting,pricing products,and discovering the desires of customers using digital marketing.

Collectors gather information and organize content generated by critics and others.

____ involves the use of digital networks to provide linkages between information providers and users.