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Exam 10: Digital Marketing and Social Networking

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Question 81

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Scenario 10.2 Use the following to answer the questions. Regardless of their age, income, or gender, an increasing number of people are turning to the Internet to search for information, products, people, news, maps, entertainment, and whatever else you can think of. At the forefront of this massive search is Google; accompanying Google are social media sites such as Facebook, Twitter, and Pinterest. Google has developed methods for making information useful to all types of Internet users. Some users want to critique the information, some just want to read the information, and some want to be the information writers. Facebook, originally used as a social networking application, is now picked up by retailers, brands, celebrities, churches, political campaigns, and nonprofit agencies. Twitter is a more real-time site and, as is Pinterest, a more personally-affiliated medium. Refer to Scenario 10.2. Which of the media below would be best for the American Red Cross to use in developing relationships with blood donors, and in soliciting funds for storm-ravaged communities as a result of floods and fires?

A) Google
B) TV
C) YouTube
D) Facebook
E) Twitter

F) A) and C)
G) A) and B)

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Question 82

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In what ways can a company use YouTube to its advantage?

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Video-sharing sites, like YouTube, give ...

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Question 83

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Discussion forums are not very popular with the online population.

To communicate with their employees, companies may use wikis and podcasts.

Consumers are changing ____ and consumption behaviors to fit with emerging technologies and trends.

Dion is a marketing communications consultant who specializes in the strategic use of social networking sites. Which of the following statements would most likely describe the companies that can use Dion's services?

____ includes any attempt to intentionally conduct dishonest activities online.

Digital marketing can be viewed as a new distribution channel that helps businesses increase efficiency.

KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should

The ability of a marketer to identify customers before they make a purchase is called

Real businesses can have a store in a virtual reality environment, but they must use a fictional name.

The car-related website and media company, Edmunds, provides reviews and ratings of vehicles and is well respected by individuals in the car industry as a neutral source. Consumers appreciate their advice and information and know they can trust Edmunds for non-biased information. In addition to its own website and magazine, Edmunds is using the ________ Pinterest to post photos and links to recent articles as well as answer questions posed by members of Pinterest.

Digital connections give consumers more control over pricing because it enables them to price compare and search for the lowest deals.

As the Internet and digital communication technologies have advanced, marketers are able to target markets more precisely.

Sven got permission to install Microsoft Office on one computer. However, he ended up copying the software so he could install it on all the computers in the office. This is an example of online fraud.

Due to external pressures and concerns for privacy, Yahoo now has an opt-out option for Internet-based advertising. This is an example of

Explain how digital marketing can help increase the efficiency of a company's distribution process.

Traditional marketing media are more consumer-driven than digital media.

A positive review of a product or service posted on ____________ can result in a substantial increase in sales of the product or service.

Before posting information on a blog, the blogger must make certain that the information is accurate.