Exam 13: Owned, Interactive, and Earned Media

Which of the following is an example of human media?

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?

Sign spinners are also known as ________.

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

The term ________ describes how a message spreads on the Internet through interconnected networks of acquaintances.

Which of the following is most likely a B2B promotional event?

"Farmville" and "Words with Friends" are both examples of ________.

All Athletes is an on-line athletic shoes and sporting goods marketer that has a monthly contest that encourages fans of the company to submit designs for new products.Visitors to the company's website can vote once a day on the design they think should actually be manufactured and sold.All Athletes is most likely using ________.

Twitter posts are searchable based on their ________.

Which of the following makes a cell phone or smart phone a personal point-of-sale device?

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?

To get consumers to come back frequently to its website,Amazon.com is considering developing a series of movie critics and book reviewers reviewing DVDs and books that are available to the market that week.The format is to be entertaining,with two reviewers bantering with each other during their reviews.Explain what this new Internet practice is called and why advertisers are starting to use it more often.

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.

Shelf talkers,end-of-aisle displays,and sample dispensers are examples of ________ media.

Sanjay is in charge of crafting posts for his company's Facebook page.Sanjay's goal is for each post to be shared by fans of the page among their own networks.Posting at which of the following times would LEAST likely result in sharing of the post?

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

Corporate blogs are a way of keeping employees and other stakeholders informed.

Most of Nareema's friends consider her an expert on fashion,and Nareema regularly posts comments on new fashion trends on Facebook and Twitter,where she has hundreds of followers.A clothing marketer might look at Nareema as a potential brand advocate.

As discussed in the chapter,________ media are created and controlled by the organization that holds the brand.