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Exam 9: Digital Marketing and Social Networking

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Question 41

True/False

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

A) True
B) False

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verified

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Question 42

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Traditional marketing media are more consumer-driven than digital media.

A) True
B) False

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Question 43

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Consumers view the illegal downloading of copyrighted materials as more unethical if the person's motivation is primarily utilitarian, than if it is for a hedonistic reason.

Consumers who act as are becoming increasingly important to online marketers as a conduit for addressing consumers directly.

Describe the opportunities that have evolved in marketing due to the use of digital media.

Baby Products Corp. wants to learn about consumer needs by understanding the environment in which a product is used and the different applications of the product. For this purpose, it creates a twitter account. The company is using

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

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

Ralph Lauren, an apparel store realized that spectators make up the majority of its online followers. The spectators are interested in reading about the latest fashions but don't typically create and add their own content. The apparel store wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should the apparel store do?

Dion is a marketing communications consultant who specializes in the strategic use of social networking sites. Which of the following types of companies can use Dion's services?

is a characteristic of online media that provides linkages between information providers or marketers and users or customers.

Commentators are people who comment on blogs or post ratings and reviews.

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

are user-created, three-dimensional worlds that have their own economies and currencies, lands, and residents who come in every shape and size.

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

Scenario 9.2 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 9.2. Google can give instructions on how to construct almost anything, from a house to a science experiment. As for online applications, you can learn anything from developing your own website to starring in a video. Google's "how to" features would most likely appeal to:

Explain the ethical issues associated with digital media.

monitors social networks for fraudulent accounts and assists their clients in removing the deceptive accounts.

uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers.

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.