Marketing Final Exam

Than corporate blogs which can be highly beneficial

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Unformatted text preview: n with anecdotes and stories about the brand e. designing their own corporate blogs to mimic the look of their noncorporate rivals ANS: A Because noncorporate blogs contain information not controlled by marketers, they are often perceived to be more authentic than corporate blogs, which can be highly beneficial to an organization. PTS: 1 REF: 359 OBJ: 22-5 Thinking KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB Reflective MSC: BLOOMS Application ESSAY 1. What is social media? ANS: Social media is any tool or service that uses the Internet to facilitate conversations. PTS: 1 REF: 351 OBJ: 22-1 Communication KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB MSC: BLOOMS Synthesis 2. Identify at least five devices through which social media can be accessed and delivered. ANS: Social media can be accessed and delivered through computers, laptops, Smartphones, ereaders, tablets, and netbooks. PTS: 1 REF: 351 OBJ: 22-1 Communication KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB MSC: BLOOMS Synthesis 3. Distinguish between owned media and earned media and give several examples of each. ANS: OWNED MEDIA is online content that an organization creates and controls; examples include blogs, Web sites, Facebook pages, and other social media presences. EARNED MEDIA is a public relations term connoting free media such as mainstream media coverage; examples include viral videos, retweets, comments on blogs, and other forms of customer feedback resulting from a social media presence. PTS: 1 REF: 354 OBJ: 22-2 Communication KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB MSC: BLOOMS Synthesis 4. For what specific purpose would a marketer use tools such as DIY Dashboard, Tealium, and Vocus? ANS: Such tools calculate the impact of social media on press coverage and other aspects of public relations. PTS: 1 REF: 357 OBJ: 22-3 Communication KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB MSC: BLOOMS Synthesis 5. Name the six categories of social media users identified by Charlene Li and Josh Bernoff of Forrester Research. ANS: The six categories of social media users include creators, critics, collectors, joiners, spectators, and inactives. PTS: 1 REF: 357-358 OBJ: 22-4 Communication KEY: CB&E Model Strategy | CB&E Model Customer TOP: AACSB MSC: BLOOMS Synthesis 6. Identify the two broad categories of blogs. Which is generally perceived to be more “authentic”? Why? ANS: The two broad categories of blogs are corporate and professional blogs, and noncorporate blogs such as personal blogs. Noncorporate blogs are perceived to be more “authentic” than corporate blogs because they contain information not controlled by marketers. PTS: 1 REF: 358-359 OBJ: 22-5 Communication KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB MSC: BLOOMS Synthesis 7. What is a promoted tweet? ANS: A promoted tweet is an ad that appears in search results and user feeds...
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This document was uploaded on 09/29/2013.

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