Exam 13: Owned, Interactive, and Earned Media

Amie saw the movie The Phantom of the Opera and really liked it.She searched the Internet and found one site that fans use to contact one another and exchange their opinions and experiences.She even rented the silent version of the movie,but the ending was defective.She asked other fans,through the Internet,about the ending and received feedback immediately.From this site she can also link to several fans' personal online "diaries" about Phantom.She has also found an area on Fanfiction.com where people post their own stories about Phantom,and she uploaded one herself and received favorable reviews.Identify the types of sites Amie is using.

Socialtizing is a combination of ________ and corporate driven social chatter online.

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?

Pinterest is an example of a(n)________.

The typical unhappy customer is more likely to contact the brand with his complaint than to share his complaint about a brand with his friends,family,and coworkers.

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.

Inserting which of the following before a word in a tweet makes that word a category or topic than can be tracked?

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?

Which of the following refers to big packages of media,such as print,broadcast,social media,or mobile media?

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 wanted 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 decided to hire 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 ________.