Marketing Final Exam

A digital audio or video file that is distributed

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: both on Twitter.com and third-party clients that access the service, such as TweetDeck, twhirl, TwitterBerry, and Tweetie. PTS: 1 REF: 359 OBJ: 22-5 Communication KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB MSC: BLOOMS Synthesis 8. What is a podcast? ANS: A podcast is a digital audio or video file that is distributed serially for other people to listen to or watch. PTS: 1 REF: 361 OBJ: 22-5 Communication KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB MSC: BLOOMS Synthesis 9. Compare the demographics of a typical game player within a social networking site such as Facebook with those of a typical player of massive multiplayer online games such as World of Warcraft. ANS: The typical game player within social networking sites is a 43-year-old woman with a full-time job and college education; the typical massive multiplayer online game player is an 18- to 34-year-old male. PTS: 1 REF: 363 OBJ: 22-5 Communication KEY: CB&E Model Strategy | CB&E Model Customer TOP: AACSB MSC: BLOOMS Synthesis 10. Briefly explain what widgets are and describe how a business can use them from a marketing perspective. ANS: A widget is a software application that runs entirely within existing online platforms. Widgets allow customers to display company information on their own Web sites. They can extend an organization’s reach beyond existing platforms, broaden the listening system, and make an organization easier to find. PTS: 1 REF: 365 OBJ: 22-6 Communication KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB MSC: BLOOMS Synthesis 11. How has social media changed the way marketers and consumers communicate with one another? How has it changed who is in control of the communication? ANS: Social media has facilitated the shift from one-to-many communication to many-to-many communication. Instead of simply creating a brand advertisement with no way to receive consumer feedback, social media allows marketers to have conversations with consumers, forge deeper relationships, and build brand loyalty. Social media also allows consumers to connect with each other, share opinions, and collaborate on new ideas according to their interests. With social media, the audience is often in control of the message, the medium, the response, or all three. Some companies have had trouble adjusting to this new distribution of control, but the focus of social marketing is on the audience and the brand must adapt to succeed. The interaction between producer and consumer becomes less about entertaining and more about listening, influencing, and engaging. PTS: 1 REF: 351-353 OBJ: 22-1 TOP: AACSB Communication KEY: CB&E Model Strategy | CB&E Model Customer | CB&E Model Promotion MSC: BLOOMS Synthesis 12. To leverage owned media, earned media, and paid media, marketers must follow a three key guidelines. What are they? ANS: First, marketers must maximize owned media by reaching out beyond their existing Web sites to c...
View Full Document

This document was uploaded on 09/29/2013.

Ask a homework question - tutors are online