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Exam 13: Digital Marketing and Social Networking

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Question 21

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Which statement is true of how Facebook is being used in marketing?

A) While marketers can't directly interact with customers via Facebook, they can use it to find out what customers need and want.
B) Facebook provides marketers with low-cost publicity.
C) Marketers can create boosted posts on Facebook to develop advertisements and target potential customers.
D) If marketers select "like" on potential customers' Facebook pages, they can advertise directly to those people.
E) Marketers usually create private profiles and invite only their target customers to create a sense of exclusivity.

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Question 22

Multiple Choice

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All of the following are things consumers can do using websites, social networks, and other digital media EXCEPT

A) communicate face-to-face with a salesperson.
B) ask questions.
C) voice complaints.
D) indicate preferences.
E) learn about everything they consume.

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Question 23

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Fatima is obsessed with fashion. She travels around the world, looking for the latest fashion trends and posting pictures and reviews of what she finds in her web-based journal. Over the years, she has accumulated thousands of followers who read her posts and base their fashion purchases on her advice. In this scenario, Fatima is a

Leslie is a marketer for a kitchen accessories company. She uses Pinterest to post images conveying a certain emotion that represents her company's brand. What is something Leslie would want to learn about using Pinterest?

Marketers that are considering using podcasting as a promotional tool need to recognize that most podcast users are

Which statement best characterizes the use of digital communication?

What type of media sharing sites are Shutterfly and Instagram?

What is the least likely reason consumers will use to rationalize their pirating of intellectual property such as software, movies, or music?

Pinterest and Instagram are social networking sites that use ________ and are being used by businesses to market themselves visually.

What word best describes the nature of digital marketing?

An online company is releasing a new product and announced it to consumers through an e-mail campaign and a social media campaign. The company wants to monitor the inbound traffic to its website and compare the traffic from each of these campaigns. What Google Analytics metric would accomplish this task?

Which statement is true of the importance of using digital media effectively?

A soup manufacturer encouraged its customers to share their ideas for new soup flavor combinations on a public forum on its website. Then, the company asked these customers to vote on the ideas to determine which ones it should invest in developing. Which characteristic of digital marketing does this scenario best describe?

One challenge that digital media has created for businesses is

People can avoid becoming victims of online fraud by

One of the best ways businesses can utilize digital media is for ________ purposes, such as increasing brand awareness and connecting with consumers.

Marlene used to do all of her shopping at the local mall. However, recently she is spending less time at the mall and doing more of her shopping online. What is the most likely reason that Marlene has changed her shopping habits?

Prime Computers is a company that sells computers and software. The company has a website that allows customers to post comments about the computers and software it sells. Why is it important for this company to encourage customer feedback?

Healthy Life, a group of doctors, personal trainers, and nutritionists, creates podcasts that people can subscribe to in order to learn quick and easy ways to live a healthier lifestyle. Some of them focus on selecting and preparing nutritious meals and snacks, while others focus on fun and easy exercise routines. All of the following are reasons this company produces podcasts EXCEPT to

A large sporting goods store has recently been involved in a controversy involving its suppliers' use of child labor. As it works to resolve this controversy, what should the company monitor to get a better idea of how consumers feel about the company and its brand?