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Exam 10: Digital Marketing and Social Networking

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Question 21

Multiple Choice

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Coca-Cola entices consumers to their website through contests and games, but they cannot force people to visit their website due to the ____ characteristic of online media.

A) accessibility
B) control
C) interactivity
D) addressability
E) connectivity

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verified

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Question 22

Multiple Choice

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

A) widget
B) digital diary
C) blog
D) podcasting
E) wiki

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verified

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Question 23

True/False

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

____ are people who gather information and organize content generated by critics and creators.

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

____ are audio or video files that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers.

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

Aaron Mahnke is the host of Lore, which posts true life scary stories biweekly. Users love Lore because they enjoy listening to scary stories. Marketers like Lore because they can sponsor content and become affiliated with this popular show. Users can access Lore by going onto the site and accessing the audio content, or they can subscribe through iTunes and receive new content automatically. Lore is most likely a

____ are free online publicity that helps the company.

Joiners are those consumers who read what other consumers write, but do not produce any content themselves.

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

Toys-R-Us is almost finished building a new store and will soon be having a grand opening celebration. Management wants to build excitement and anticipation for the event. Which social networking site would Toys-R-Us use to post multiple updates each day on the store's progress?

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

Companies use photo-sharing in order to add a personal touch to their businesses.

Digital media such as blogs allow marketers to interact with prospective customers in

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

Hobby Lobby encourages customers to visit their website and "like" their Facebook page. It also enlists customers to post feedback on their company, refer articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears

Kristen loves Pinterest. She spends hours every week on the site. Kristen herself is a worldwide traveler. Oftentimes she posts photos of her travels to Pinterest as "pins" to share with others. It is her desire to share her adventures with the world, and she finds it thrilling whenever her photos are "repinned" by other users. Another activity she likes is to develop her own boards with photos of interesting places that others have pinned. For instance, her Paris, France, board is filled with pins she collected detailing the various activities, museums, and sightseeing hotspots of Paris. It is her goal to gather together the best pins that will give her followers the most detailed insights into the wonders of Paris. Suppose a travel site became interested in Kristen's activities on Pinterest and the way she uses it to promote travel destinations. When Kristen posts her own photos as pins, she would most likely be classified as a ____________________. However, her gathering of travel hotspot "pins" and arrangements of them into boards for her followers makes her more like a _________________. In this capacity, she gathers these pins and then organizes the content for anyone interested in her board's topics.

____ are more consumer-driven than traditional media.

Companies use wikis as internal tools for teams working on projects requiring lots of documentation.