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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.
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.
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.
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.
KEY: CB&E Model Strategy | CB&E Model Creativity TOP: AACSB
MSC: BLOOMS Synthesis...
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This document was uploaded on 09/29/2013.
- Fall '13