Exam 14: Owned,interactive, and Earned Media

Because Twitter is such a new medium,marketers are unable to measure how often their brand is discussed in tweets.

Refer to the following passage to answer the questions that follow. Talbots is a women's clothing store that sells only Talbots brand clothing.The style is fashionable,yet classic.It is relatively high-priced,but not priced at the level of designer clothing.Talbots has expanded its reach through the company's transactional website,and management is interested in getting more traffic to the site as well as using alternative media to reach the target market. -How might Talbots use geotargeting to achieve its goal?

Burger King's "Subservient Chicken" was one of the first ________.

Corporate ________ are a way to keep employees and other stakeholders informed,but employees may also be encouraged to have their own.

In which of the following locations would you most likely find an electronic wall?

Through ________,a company solicits contributions from a digital audience to provide collective intelligence.

Explain how the meaning of the term earned media has changed in recent years.

The internet has created large numbers of ________ where customers who are connected by a favorite brand join together to discuss brand problems,solutions,and new uses among themselves.

A producer of beverages and snack foods wants to market its products to the 18-to-34-year-old demographic by providing incentives to respond instantly to time-sensitive offers.Which of the following forms of marketing would this producer most likely choose?

Discuss the advantages and disadvantages of Twitter as a medium for brand communication.

Cracker Barrel is a chain of restaurants that serves "honest-to-goodness homestyle meals" such as fried chicken tenderloins and biscuits and gravy.Each store features traditional outdoor and home décor such as porch swings and wooden rockers as well as nostalgic games,foods,and craft items sold in the Old Country Store at the front of the restaurant.The traditional furniture at Cracker Barrel is best described as ________.

To encourage bigger purchases and to build brand loyalty,Flies-R-Us will send a baseball cap with the brand logo on it to any customer who places an order of $150 or more.The baseball cap is an example of ________.

Internet marketers use offline advertising in conventional media to drive traffic to their websites.

The "fourth screen" of marketing is ________.

Which of the following was developed through crowdsourcing?

Even though brand communication planners don't manage customer service,customer service is an important part of brand communication.

What role does customer service play in effective brand communication?

Press releases and video releases are examples of ________ media.

Which of the following word-of-mouth marketing strategies aims to create buzz and connect with influential,high-quality contacts who will spread the brand's story?

A brand steward is a key customer who has positive messages to share about a brand within a circle of friends and contacts.