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Marketing Final Exam

To listen and respond to stakeholders this will

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Unformatted text preview: reate portfolios of digital touch points. This is especially true for brands with tight budgets, as the organization might not be able to afford much paid media. Second, marketers must recognize that aptitude at public and media relations no longer translates into earned media. Instead, marketers must learn how to listen and respond to stakeholders. This will stimulate word of mouth. Finally, marketers must understand that paid media is not dead—it should serve as a catalyst to drive customer engagement. If balanced correctly, all three types of media can be powerful tools for interactive marketers. PTS: 1 REF: 354-355 OBJ: 22-2 Communication KEY: CB&E Model Strategy | CB&E Model Promotion TOP: AACSB MSC: BLOOMS Synthesis 13. What is a blog? Why are blogs considered a key component in any interactive marketing strategy? ANS: A blog is a publicly accessible Web page that functions as an interactive journal, whereby readers can post comments on the author’s entries. Some experts believe that every company should have a blog that speaks to current and potential customers, not as consumers but as people. Blogs allow marketers to create content in the form of posts, which ideally build trust and a sense of authenticity in customers. Once posts are made, readers can provide feedback through comments. Because it opens a dialogue and gives customers a voice, the comments section of a blog post is one of the most important avenues of conversation between brands and consumers. PTS: 1 REF: 358 OBJ: 22-5 Communication KEY: CB&E Model Strategy | CB&E Model Customer TOP: AACSB MSC: BLOOMS Synthesis 14. Explain some ways marketers can effectively use location-based social networking sites. ANS: Location-based social networking sites such as Foursquare can be especially useful marketing tools for local businesses, particularly when combined with sales promotions such as coupons, special offers, contests, and events. Businesses can increase customers’ loyalty by rewarding them for repeat visits. Customers’ tips and reviews can help to build a sense of community around a brand or business. In addition, location-based social networking sites can introduce a business to nearby potential first-time customers who may not have otherwise known of its existence. Businesses might also create custom, real-time promotions to provide incentives for customers to check in and return for future visits. PTS: 1 REF: 362 OBJ: 22-5 TOP: AACSB Communication KEY: CB&E Model Strategy | CB&E Model Creativity | CB&E Model Promotion MSC: BLOOMS Synthesis 15. Identify five reasons for the recent popularity of mobile marketing. ANS: First, an effort to standardize mobile platform has resulted in a low barrier to entry. Second, especially given younger audiences, there are more consumers than ever acclimating to once-worrisome privacy and pricing policies. Third, because most consumers carry their mobile devices with them at all times, mobile marketing is uniquely effective at garnering consumer attention in real time. Fourth, mobile marketing can be easily and effectively measured. And finally, mobile marketing’s response rate is higher than that of traditional media types such as print and broadcast advertisement. PTS: 1 REF: 364 OBJ: 22-6 Communication KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB MSC: BLOOMS Synthesis...
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