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Exam 9: Digital Marketing and Social Networking

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Question 61

Multiple Choice

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

A) Accessibility
B) Addressability
C) Interactivity
D) Connectivity
E) Control

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Question 62

Multiple Choice

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One of the biggest mistakes a marketer can make when engaging in digital marketing is to

A) treat it like a traditional marketing channel.
B) focus on competitors' digital marketing efforts.
C) fail to devote sufficient resources to it.
D) focus on technology.
E) focus on price.

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Question 63

Multiple Choice

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Digital media have created opportunities for companies to

The majority of Fortune 500 companies do not maintain a corporate blog.

Which of the following statements is true regarding digital marketing?

General Electric engages with its customers by answering their questions and posting updates. This is an example of accessibility.

An accessible channel means the marketer knows who the customer is and can specifically address that person.

A problem of digital marketing evaluations is that there are no methods to capture the metrics that indicate the outcomes of strategies.

Traditional advertising is unlimited in terms of interactivity.

Electronic media that function using digital codes are called

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

______ do not engage in paid Internet advertising as much due to smaller budgets.

Telluride Ski Resort in Telluride, Colorado, is a world-class ski destination. Taylor is a newly-hired manager of digital media and electronic marketing for Telluride. Taylor remembers reading about a new trend in video marketing, using _________ to engage and create a community of customers.

Positive customer feedback is free publicity that often helps the company more than corporate messages do.

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?

Amazon.com, eBay, Zappos, and a number of other companies engage in e-tailing through their websites.

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

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

Digital marketing uses all digital media to develop communication and exchanges with customers.

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