Exam 14: Owned,interactive, and Earned Media

An on-premise sign is an example of owned,out-of-home media.

________ compiles trusted consumer-written reviews of local businesses.

When Scentsation introduced a new air freshener,the company sent emails to people asking for referrals.People referring five friends to the company's promotional website received free merchandise and were entered into a sweepstakes to win a year's supply of the product.Explain what this technique is and why marketers use it.

Discuss the advantages and disadvantages of owned media.

How do companies benefit from using blogs as marketing communication tools?

The biggest advantage of owned media is ________.

The goal of ________ is to associate the brand with a fun,entertaining experience that creates positive feelings for the brand.

One disadvantage of Internet advertising is that it is relatively expensive,often making it prohibitive for a small company.

Which of the following would a brand communication team most likely use to manage social media outlets?

Explain two advantages of using email for brand communication.

A company's ________ is the online face it presents to the public.

Briefly compare and contrast blogs and Twitter.

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 Twitter to achieve its goal?

Refer to the scenario below to answer the questions that follow. Bob and Larry have taken their fly fishing equipment and accessory business,Flies-R-Us,to the Internet because they want to expand their business.However,they don't have much money to use conventional media to drive traffic to their site. -To improve brand awareness,Bob and Larry hired a media-relations specialist in hopes of getting coverage for Flies-R-Us in the media.The media-relations specialist wrote a feature story profiling Bob and Larry and their fly fishing equipment and then sent that story to her contacts at newspapers and special interest magazines.The article was picked up by Field & Stream,the popular sportsman magazine.By running the article,Field & Stream most likely provided Flies-R-Us with ________.

What is the difference between a hit and a mention in publicity?

Refer to the scenario below to answer the questions that follow. Bob and Larry have taken their fly fishing equipment and accessory business,Flies-R-Us,to the Internet because they want to expand their business.However,they don't have much money to use conventional media to drive traffic to their site. -Bob and Larry wanted to develop a groundswell of marketplace demand for their store,so they used email to circulate a message among their family,friends,and customers for whom they had email addresses.What type of marketing is this?

What is the marketing benefit of a kiosk?

An entire shelf in the snack aisle of a large supermarket is stocked with Ritz products,including a variety of crackers,cracker sandwiches,and toasted chips.Each red Ritz package displays the distinctive yellow lettering on a blue background.This is an example of ________.

Direct-response programs are typically designed to ________.

A B2C2C strategy focuses on reaching ________.