Exam 19: Managing Digital Communications: Online, social Media, and Mobile

Beauty pioneer Estée Lauder does not utilize Internet marketing because the multimillion-dollar cosmetics business uses three means of communication: "telephone,telegraph,and tell a woman."

Paid media includes company-generated advertising,publicity,and other promotional efforts.

A Web site's physical attractiveness is ensured when the site downloads quickly,the first page is easy to understand,and it is easy to navigate to other pages that open quickly.

J.D.Power found that consumers who were "delighted" with an automotive manufacturer's Web site were more likely to test drive one of its vehicles as a result.

Why are social media important to marketers?

Viral marketing is a form of online word of mouth,or word of mouse,that encourages consumers to pass along company-developed products and services or audio,video,or written information to others online.

Identify the 7Cs of design elements.Do you feel they are relevant in a mobile advertising context? Why or why not?

Identify three ways a marketer might transform online marketing touch points related to privacy on the Web site into a positive customer experience.

Consumers are more likely to transmit negative WOM and pass on information about their own negative consumption experiences.

Relative to online marketing communications,traditional media offers advantages related to contextual placement.

Social media allow marketers to build or tap into online communities,inviting participation from consumers and creating a long-term marketing asset in the process.

What are the three main platforms for social media?

Consumers are more likely to share a viral video ad when the brand uses pulsing so it is not too intrusive in the video.

Doritos brand's "Crash the Super Bowl" contest resulted in a healthy uptick in Twitter,Facebook,and other social media activity.

What are the advantages and disadvantages of online marketing communications?

Compare and contrast paid search ads,banner ads,and interstitials.In your response,please identify the advantages and disadvantages of each advertising format.

Social media play a key role in earned media.Distinguish between earned media and paid media.

When it comes to social media,only some consumers want to engage with some brands,and,even then,only some of the time.

Earned media includes company-generated advertising,publicity,and other promotional efforts.

BzzScapes are digital tools to activate widespread opinion-sharing throughout its own social media site and each member's personal social circles.