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Exam 13: Owned, Interactive, and Earned Media

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Question 1

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Discuss the advantages and disadvantages of Twitter as a medium for brand communication.

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Twitter is a microblog site that permits...

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Question 2

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Nelly creates the Facebook posts for her company's page and wants to increase the odds of her posts being shared across social networks.For this reason,she should avoid the use of videos in her posts.

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Question 3

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Refer to the scenario below to answer the questions that follow. Bob and Larry have taken their fly fishing equipment and accessory business, Flies-R-Us, to the Internet because they wanted to expand their business. However, they don't have much money to use conventional media to drive traffic to their site. -Bob and Larry have a website for Flies-R-Us,a Facebook page,and a Twitter feed.They have had several hits and mentions in the print media and have also aired a series of short commercials on local radio stations with listeners who are likely to be interested in fishing.Which of the following best describes the media strategy for Flies-R-Us?

Newsletters and annual reports are both examples of ________.

Which of the following is most likely a proactive form of customer service?

Through ________,a company solicits contributions from a digital audience to provide collective intelligence.

Refer to the scenario below to answer the questions that follow. Bob and Larry have taken their fly fishing equipment and accessory business, Flies-R-Us, to the Internet because they wanted to expand their business. However, they don't have much money to use conventional media to drive traffic to their site. -Bob and Larry wanted to develop a groundswell of marketplace demand for their store,so they used email to circulate a message among all of their family,friends,and customers for whom they had email addresses.What type of marketing is this?

Discuss the advantages and disadvantages of owned media.

One disadvantage of Internet advertising is that it is relatively expensive,often making it prohibitive for a small company.

Owned and earned media have overlap and are not neat,straightforward categories.

One drawback to using email for brand communication is the cost.

Which of the following describes the effect of a grocery shelf filled with packages that prominently display a brand's name or logo?

Which of the following are NOT included in mobile marketing?

Through the use of technology,brand communication has become less complex and simpler than ever before.

Refer to the scenario below to answer the questions that follow. Bob and Larry have taken their fly fishing equipment and accessory business, Flies-R-Us, to the Internet because they wanted to expand their business. However, they don't have much money to use conventional media to drive traffic to their site. -To encourage bigger purchases and to build brand loyalty,Flies-R-Us will send a baseball cap with the brand logo on it to any customer who places an order of $150 or more.The baseball cap is an example of ________.

Employee training and relations programs are typically run by which of the following groups?

________ refers to the use of blogs,linked social networks,online communities,and other types of media to drive consumer interaction and build widespread brand awareness.

In the days before the Internet,people purchased volumes of reference books,such as atlases and encyclopedias,or visited public libraries to find general information about a broad range of topics.Which of the following websites fulfills a similar purpose today?

Interactive media are those forms that invite users to participate in creating the message or to respond personally to the message.

Which of the following includes geotargeting capabilities?