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Exam 10: Digital Marketing and Social Networking

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Question 1

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

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Digital media are electronic media that ...

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Question 2

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Which of the following regulatory bodies is responsible for enacting legislation that regulates the information companies can gather online from consumers and about consumers?

A) U.S. Department of Justice
B) Department of Homeland Security
C) FDA
D) U.S. Department of Commerce
E) Federal Trade Commission

F) All of the above
G) None of the above

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Question 3

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Adobe markets software such as Photoshop and Lightroom through a subscription service and maintains an extensive website where customers can post reviews, offer tips and suggestions, and ask technical questions. Adobe appreciates the opportunity to create a forum where users of the software can interact with each other, as well as the company. This example relates to the ______ characteristic of online media.

One trend that has caused consumer-generated information to gain importance is

Electronic media that function using digital codes are called

Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's

____ are online users who do not participate in any digital online media.

Chantal is a marketer at a zoo. Lately, she has been using digital media to promote new exhibits and events at the zoo. Chantal finds that digital media is a good way to promote events when the zoo does not have a large promotional budget. At the moment, Chantal is working on a strategic process for developing a(n) _________________ for a sustainable seafood event the zoo is holding for their members, most of whom are very active on the zoo's Facebook page. She decides Facebook is the appropriate social media channel she wants to use to reach consumers. Chantal determines the appropriate pricing for the event as well as the best way to distribute and promote the event through its Facebook page. To promote the event more successfully, she is also going to look at past Facebook poll results, member postings, and responses to corporate messages to determine what its members would truly desire to get out of the event. Chantal plans to incorporate this into the digital promotion she will release for the upcoming event through Facebook.

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.

Johnson & Johnson learns about consumer needs by understanding the environment in which a product is used and the different applications of the product. The company uses ____ as a research tool to gain this information.

____ are computer-based online simulated environments that involve participants.

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

Digital media have created opportunities for companies to

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

The Internet can be referred to as a ____ medium because users determine which websites they are going to view.

Anyone who becomes a member of social networking sites is a Collector.

The Internet makes it possible for the marketer to communicate with consumers more effectively and more consistently at a lower cost than previously possible. Moreover, the Internet has made it possible for marketers to reach new markets and to target existing markets more precisely. Digital media is the foundation of the marketer's newfound power via the Internet. Digital media-based marketing is different than traditional marketing in a number of ways. More specifically, digital media marketing differs from traditional marketing in which of the following ways?

____ are web-based journals in which writers can editorialize and interact with other Internet users.

You have just completed a two-day offsite meeting with your marketing team. During the meeting, you solidified your company's strategy for distributing, promoting, and pricing products, and understanding the needs and desires of your customers by utilizing digital media marketing tactics. Which of the following statements best describes what you just accomplished?

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