13. Pricing and Distribution
Which of the following options would best be described as part of a pull promotional strategy?
an advertising campaign for a new product and its features presented to consumers via television
Which is not a type of digital buying behavior?
auctioning
Which is an example of paid display advertising?
banner ad
Setting a goal is the first step in creating a social media marketing campaign. During this step, marketers must choose the right strategy by
defining which of the four Ps of the marketing mix to focus on.
Which is essential to selecting the correct combination of social media platforms for a social media marketing campaign?
determining the target audience
Online marketing that can deliver content immediately to consumers through digital channels, devices, and platforms is referred to as
digital marketing.
The four main types of digital sellers are digital malls, buying club sites, auction sites, and
digital marketplaces.
Fernando received a text message that his favorite frozen yogurt place was having a one-day special two-for-one event. This demonstrates which approach to advertising?
direct-action
Souper Subs are offering half-price on all soup and sub combos today only. It sends an email blast to previous customers to make them aware of the event. Which of the following best describes this approach to advertising?
direct-action
An election featured ads that suggested a candidate was the better choice because he would stop rapists and murderers from coming across the border. This demonstrates which approach to advertising?
fear-appeal
Pearly Whitez makes toothpaste and other dental care products for customers. Its last advertising campaign described the dangers of poor dental hygiene and highlighted how the company's toothpaste could protect against these same dangers. Which of the following best describes this approach to advertising?
fear-appeal
Desta closed on 10 different sales last month. She always makes time in the following month to contact her clients to ensure they do not have any questions and to make sure they are satisfied with their purchase. Which of the following tasks in the personal selling process does this best represent?
following up
Qing called her customer after the product had been delivered to see if there were any questions about how to use and maintain it. Which step in the personal selling process is Qing in?
following up
After someone views a product on the Internet, an ad for that product shows up on his or her Facebook feed. If the company that produced that ad wants to know how many times each person is exposed to that ad, it will measure the ad's
frequency.
Reflex Parts has prepared a direct marketing campaign but has a limited budget. It can send the mailer to the entire city twice or it can focus on one segment of the city and send it four times. The decision Reflex is trying to make can be best described as
frequency.
All of the following are examples of a social media marketing goal except
generating website traffic.
Constant Credit sends two representatives to a Major League Baseball playoff game to manage a small booth. The representatives give fans a gift card with the Constant Credit logo emblazoned on the front. The card also has a link to the Constant Credit website. This can be best described as ________ marketing.
guerrilla
All of the following are forms of digital marketing except
guerrilla marketing.
After Fred finished his presentation, his customer told him that it all sounded great but the product was too expensive. Fred is entering which step in the personal selling process?
handling objections
Myron just wrapped up a sales presentation with the procurement team at Q-Phonics. The attendees seem interested, but the manager raises her hand and asks why they should consider Myron's product when three other competitors offer the same product at a much lower cost. Which of the following tasks in the personal selling process does this best represent?
handling objections
Unlike straight social media marketing, mobile marketing
can use a customer's geographic location to push messages with deals and coupons.
Nadya led a sales presentation last week and made sure to answer a few questions and concerns about pricing that came up shortly after the presentation. Which of the following best represents the next step in the sales process?
making the sale
Parker believed he had handled all the client's objections. He asked the client, "Will this product meet all your needs?" Which step in the personal selling process is Parker in?
making the sale
A digital ________ allows a variety of sellers to stock goods on its site and customers are often unaware of which firm is actually selling them the goods. A digital ________, on the other hand, is made up of small, independent sellers visible to customers.
mall; marketplace
Dion is part of the marketing team at Stafford Shipping. He organizes a meeting with his team to review and select the media sources they will be using for next year's advertising. This activity can be best described as
media planning.
The set of practices that enables organizations to communicate and engage with their audiences through any mobile device or network is referred to as ________ marketing.
mobile
WhatsApp, a free messaging and voice service, allows users to send text messages, voice messages, make audio or video calls, and share images, documents, locations, and other media is an example of
mobile marketing only.
The type of digital marketing that utilizes tools such as blogging, webinars, or follow-up emails is known as ________ marketing.
inbound
Greased Lightning specializes in oil changes and tune-ups for vehicles. It periodically sends postcards to customers that include the date of their last service. Which of the following best describes this approach to advertising?
reminder
Walgreens sends an email to its customers when their prescriptions are available for refill. Which advertising approach does this represent?
reminder
Once a week, Xing emails his clients who haven't made a decision about his product, reiterates the benefits of the product, and offers to answer any questions they may have. Xing is primarily using which goal of promotion?
reminding
A pet accessories company learns that people are buying more of its pet beds after featuring a series of videos showing kittens and puppies fast asleep and cuddling together in these beds. This finding is reflective of a(n) ________ analysis.
sentiment
Marketers will rely on ________ analysis to gauge how consumers are responding to their content.
sentiment
A travel website learns that people have not been clicking through its site to read about its different trip packages because the trip descriptions are too lengthy. This finding is reflective of a(n)
sentiment analysis.
What is the first step in a social media marketing campaign?
setting a goal
A YouTube sensation who produces videos about fashion is provided clothing samples from different brands because of her large following of young people. In this scenario, the YouTube personality is best described as a(n)
social media influencer.
A website-based media channel that is used to facilitate communication and connection is referred to as a(n)
social media platform.
Marketers are using a visible form of influence when they use which tool?
sponsorship
What two factors must a marketer fully understand when developing a comprehensive digital marketing strategy?
the business and the audience
Jeriah is heading to Las Vegas next week for a dealer convention. He will be running a booth that will include various product demos, a looping video sharing company details, and different types of swag. He hopes to sign a few new distribution contracts with some of the people he meets at the convention. The convention can be best described as a
trade show.
A brief statement written in the form of a news story or a video program that is released to the mass media to try to get favorable publicity for a firm or its products is a(n)
news release.
The marketing director, Sam, wanted to advertise the company's new product. He had a very limited budget, so he was looking for a medium that was inexpensive and would enable him to cover specific local markets. Which of these media types would be the best option?
newspapers
Kendall works second shift and always watches television for a few hours before he goes to sleep. He came across a lengthy commercial that advertised a multitool that could do the work of over 1,000 other tools. The woman in the commercial provided demonstrations of the tool in many real-life scenarios. When the commercial was over, Kendall went online and purchased one of the multitools for himself. This commercial can be best described as achieving which of the following goals of promotion?
persuading
Online marketing channels that a business pays for such as Google AdWords or paid ads on Facebook are types of ________ media.
paid
Visible marketing influences on online purchasing behavior include paid display advertising, sponsorship, paid search, and
paid stories.
Paid search is online advertising in which a company
pays to be a sponsored result of a customer's web search.
Shay is meeting with the owner of VIP Retail next week. She plans to lead a presentation of her employer's new toy line including demos. She has also set aside time for a question and answer session. Shay hopes to leave with a signed agreement from VIP agreeing to a large purchase of toys for the upcoming holiday season. Shay's presentation can be best described as an example of the ________ part of the promotion mix.
personal selling
As a pharmaceutical rep, Morgan spends her days visiting doctors' offices discussing new drugs and taking orders, usually over lunch that she provides. Morgan's job is
personal selling.
If a salesperson wants to induce a customer to buy a product, which goal of promotion would be focused on?
persuading
Most advertising is ________ advertising, in that it tries to develop a desire among customers for the product.
persuasive
Traveler Recreational Vehicles recently began an advertising campaign that include a retired sports superstar who touted the joy of traveling cross country in one of Traveler's RVs. Which of the following best describes this approach to advertising?
persuasive
Media ________ is the process of choosing the exact kinds of media to be used for an advertising campaign.
planning
Valu-Rite places a campground arrangement in the center of its convenience store each summer and surrounds it with chocolate, marshmallows, and graham crackers—everything needed for s'mores. Which of the following promotion techniques does this best represent?
point-of-purchase displays
If a company has a high bounce rate
potential customers who click on its page are only visiting the page they land on and then leaving the website.
When Claire flew to London, she was able to purchase her tickets with airline miles. This is an example of a
premium.
Kresten purchases a burrito for lunch every day. He is excited every tenth day because he knows he will earn a free burrito thanks to the loyalty card the burrito shop gave him. Which of the following promotion techniques does this best represent?
premiums
During which step of the personal selling process does the salesperson give the prospect free samples of the product and demonstrate how it is used?
presenting
Dog Time Toyz has recently hired a vice president to create and build up its corporate giving and volunteerism programs. The marketing team creates a short bio regarding the new vice president's background plans for the department before sending it to major news outlets for publication. This bio can be best described as a(n)
press release.
Social media invites consumers to share feedback related to their perceptions of a product's value; this feedback impacts marketers' decisions related to the _______ element of the marketing mix.
price
The fact that customers can now use their mobile devices to pay for a product reflects the intersection of social media and the _______ element of the marketing mix.
price
Uber and Airbnb are examples of how social media and the ________ element of the marketing mix work together as a means to deliver service products.
product
In the movie, Back to the Future, Michael J. Fox wore self-lacing Nike shoes that became a sales success following the film's release. This demonstrates which approach to advertising?
product placement
The person who is most likely to make a purchase is the consumer who is
product-focused shopping.
"Chatter" reflects the intersection of social media and the ________ element of the marketing mix.
promotion
A new ice cream shop in town allows customers to create their own sundaes using various flavors of ice cream and toppings. The store owners have decided to have a contest for the most unique customer creation. They are asking customers to create a sundae, take a picture of their creation, and post it on their Facebook page as well as on Instagram so people can vote for their favorite. The winning creation will be featured on the shop's menu. This use of social media relates to which element of the marketing mix?
promotion
Marketers have developed a viral campaign to try and generate chatter about its new product, hoping that the chatter will help to increase sales. This tactic integrates the ________ element of the marketing mix.
promotion
The ________ is the combination of tools that a company uses to promote a product.
promotion mix
Footage from a GoPro of a fireman trying to save a kitten was uploaded to GoPro's YouTube page to show the versatility of the product. The video was viewed 5 million times in one week. GoPro effectively integrated social media into its marketing mix by utilizing a(n) ________ tactic known as ________.
promotional; viral campaigning
Franco identified a list of five potential customers. After reaching out to the five individuals, he asks each one for the name of five other leads. He then repeats the process with the new group of leads. Which of the following tasks in the personal selling process does this best represent?
prospecting
A home repair business uses cold-calling as its initial contact with customers. This is a form of
prospecting.
After Evan closed the sale of window replacements, he asked the customer for names of potential customers in the neighborhood. This is a way to conduct
prospecting.
Sterling is asked to appear on the Channel 3 morning show to discuss his company's corporate social responsibility initiative. Which part of the promotion mix does this best represent?
public relations
Which element of the promotion mix is unpaid, nonpersonal communication?
public relations
Patti is the "Egg Lady" for the egg industry in Kentucky. As such, her job is to travel around the state talking to groups about the benefits of eggs, and she sometimes is on TV demonstrating an egg-based recipe. Patti's job is primarily
public relations.
The City of Naperville runs spots on the local television station that tell residents about its services, like leaf pickup and snow plowing. This is a form of ________ advertising.
public service
The Federal Emergency Management Agency (FEMA) and the Ad Council worked together to create a television commercial stressing the importance of weather radios and home disaster kits. This commercial can be best described as ________ advertising
public service
Which media type is low cost, has immediacy, is good for local markets, and can target specific audiences, but has no visuals and a short message life?
radio
Ming Yue has placed an ad on the Internet, and she wants to know how many women have seen her ad at least once. In other words, Ming Yue wants to know the ad's
reach.
The marketing team at Queen Auto Parts is preparing a new campaign that will focus on a series of radio and television commercials. Prior to approving the campaign, the CEO wants an estimate on the number of potential customers that will hear or see the commercials at least once. This figure can be best described as
reach.
When customers buy a new mattress, they receive a check in the mail for $50 from the mattress manufacturer. This is an example of a
rebate.
Edvin purchased a new lawnmower last weekend. After he got home, he filled out a form and mailed it with a copy of his receipt for the lawnmower. Which of the following promotion techniques does this best represent?
rebates
Earned media is when a business
receives recognition organically.
In which scenario would click paths be most helpful to a marketer?
A company wants to streamline the process from first click to purchase.
In which of these situations would public relations be the best option?
A company has been accused of condoning sexual harassment and wants to let the public know about its internal training on the topic.
Which is not an example of a social media campaign?
A local department store runs a series of 30-second ads on television.
________ advertising is a form of ________ that is concerned with supporting a particular concern about an issue.
Advocacy; institutional
Which digital seller would be considered a digital mall?
Amazon—an online retailer that allows individuals and business to feature their products for sale
What effect has social media had on the way companies price their products?
Companies are now more likely to price match their competitors.
Cookies, geotracking, and bots all share which characteristic?
Customers are often unaware that these tools are being used.
Which is an example of traditional advertising media?
Habitat for Humanity runs a 10-minute-long television infomercial featuring some of the homes it has built for low-income families all around the country.
What is a good rule of thumb when setting a social media objective?
It should be aligned with the message you want to deliver to customers.
Which media type is inexpensive, interactive, always available, and has global reach?
Internet
Which is an example of a company-specific application?
Jared wants to order a pizza, so he uses the Domino's pizza app to both order and pay for his pizza.
Which scenario best describes a consumer review?
Liam posted a description on Yelp about an especially bad experience at a local restaurant.
Which is not an example of consumer feedback?
Niecy was worried that she might not be happy with her new car purchase, but as it turns out she thinks she made the right decision.
________ advertising consists of presentations that promote specific brands to customers.
Product
Which of the following would be a goal of a social media campaign?
Raise brand awareness.
________ is a short-term marketing incentive to stimulate dealer interest and consumer buying.
Sales promotion
Which statement highlights the difference between social media and traditional media?
Social media can be quickly and easily changed; traditional media cannot.
Which is not an example of a social media platform?
Starbuck's free public Wi-Fi
Which statement about digital buying behavior is true?
There are five distinct categories of buyers that exist in the digital retail environment and marketers must customize their campaigns for each one.
________ promotion is intended to stimulate dealer interest. The devices used include trade shows, conventions, catalogs, and special printed materials for salespeople.
Trade
In developing a digital marketing strategy, knowing what type of sites an audience visits, what streaming services they engage in, and what words they search for helps a marketer answer which question related to audience analysis?
Where do I find the audience?
When Trevor types "camping equipment" into a Google search box, the first search item that appears is a sponsored ad for Bass Pro Shops. This is best described as
a paid search.
Which element of the promotion mix is paid, nonpersonal communication?
advertising
Gillette uses television to inform the audience about its products. This is called
advertising.
Meadowview Hospital runs an advertisement soliciting donations for cancer research. The hospital promises to put every dollar it collects toward research for new cancer treatments. This advertisement can be best described as ________ advertising.
advocacy
Aurora spent the morning driving to prospective clients' businesses to drop off coffee and donuts and to introduce herself in person. Which of the following tasks in the personal selling process does this best represent?
approaching
Nadia works in a clothing retail store. Her initial contact with a customer is most likely to be
approaching.
Which is not a way in which companies measure the success of a social media campaign?
artificial intelligence
After typing the words "museums," "public transportation," and "apartments for rent" into her browser, ads for apartment complexes located in or around the museum district started popping up on Ana Lucia's various social media. This was likely a function of
bots.
Jeb is browsing through his Facebook page when he encounters a sponsored ad for a brand of running shoes he has not heard of before. Since he's actually looking to replace his old pair, he clicks on the ad. As soon as he sees the advertised prices, which are way beyond his budget, he jumps out of the retailer's website. This scenario depicts the use of a ________ as a metric for measuring social media marketing success.
bounce rate
Athletix Shoe Company is bringing a new shoe to the market, so it begins a series of ads meant to highlight the new shoe for customers. These ads can be best described as ________ advertising.
brand
Social media "chatter" occurs when a consumer
broadcasts a marketer's message to other consumers.
A type of digital seller that allows buyers to purchase items in bulk is known as a(n)
buying club site.
Many major corporations buy expensive television slots during the Super Bowl each year. The ads they run are designed to encourage people to talk about their company and products. This can be best described as ________ marketing.
buzz
Esurance has a series of TV commercials that feature the actor Dennis Quaid as its spokesperson. This is an example of
buzz marketing.
Ephraim is watching a YouTube video about how to restore antique furniture. The creator of the video recommends a brand of milk paint and includes a link in the details. Ephraim goes to the website and starts browsing. He notices the website has a blog that talks about all the different ways to use milk paint. One post recommends using a special type of brush that will allow the paint to spread evenly on the surface. The word "brush" is hyperlinked. Ephraim interacts with it and he's taken to a retail site associated with the milk paint brand. This scenario depicts the use of a ________ as a metric for measuring social media marketing success.
click path
Diddly Daddly Candies recently ran an outdoor ad that asked consumers, "Why pay more for candies with artificial sweeteners, when Diddly Daddly candies cost less and are made with all-natural sweeteners?" Which of the following best describes this approach to advertising?
competitive
Political ads often compare a candidate to his or her opponent. This demonstrates which approach to advertising?
competitive
Verizon, Sprint, T-Mobile, and AT&T often run ads that favorably highlight the speed of their service, their reliability, and their prices in relation to one another. Which of the following best describes this approach to advertising?
competitive advertising
Personal selling works best when the product is
complex
Burger Fusion has begun offering a late-night menu. It begins a radio campaign that will concentrate the ads in the hours leading up to the shift change between second and third shift for workers in the area. The Burger Fusion campaign can be best described as an example of
continuity.
Walter's ad on the Internet is shown when people visit websites with related content. If Walter wants to know how often his ad appears, he should find out the ad's
continuity.
The ________ rate is the percentage of users who take a desired action, like making a purchase.
conversion
Irina has moved into a studio apartment and is looking for a Murphy bed to save space. She browses various retail and social media sites. One ad on Google catches her eye: it is an ad for a style of Murphy bed that was recommended by HGTV. She clicks on the ad and sees that the price and style of the bed is exactly what she's been looking for. She proceeds to make a purchase. This scenario depicts the use of a ________ as a metric for measuring social media marketing success.
conversion rate
If marketers want to track a customer's online browsing history, they would use a ________; if they want to track a customer's geographic location, they would use a _________.
cookie; geotracker
Which invisible influence allows marketers to know what consumers are searching for and where they are searching?
cookies
Invisible marketing influences on online purchasing behavior work behind the scenes and include
cookies, geotracking, and bots.
After typing "women's swimsuits" into her browser, ads for swimsuits began to show up in Tyra's Facebook feed. This is a result of
cookies.
The social media marketing team for a new car is shooting pictures and videos for its campaign. In which stage of development is this social media marketing campaign?
creating marketing content
Misha is the top sales rep for her company. She takes great pains to determine her customers' needs and to explain her products to them in the hope that they will buy her products. Which task of personal selling does Misha demonstrate?
creative selling
Alberta has been working in the sales field for almost 10 years. She enjoys learning about potential customers and their problems. She then shares how her product will help them solve their problems in the hopes they will want to buy from her. Alberta most likely works in
creative selling.
When designing a website for a firm, developers must keep in mind how to use the design to promote exceptional customer experiences. Excellent website design comprises which criteria?
ease in navigation, quick load time, responsive design, and superior customer service tools
To promote its new line of spicy chicken sandwiches, the company set up a tent in the middle of a public park with live music and free samples of the sandwich. Which promotion technique is the company using?
event marketing
Digital marketing helps companies build customer relationships through exceptional customer experiences. This can be achieved through
excellent website design.
An ad for a drug for acid reflux explicitly explains what ingredients are in the drug, how it works to reduce reflux, and what the possible side effects are. Which advertising approach does this ad use?
informational
Total PC is running a series of television ads that are focused strictly on the speed and specifications of its new laptop computers. Which of the following best describes this approach to advertising?
informational
Lynxware Technology is releasing a new home budgeting software platform. Lynxware is preparing an advertising blitz and plans to include information about the product including features, cost, and release date. Lynxware's advertising will most likely accomplish which of the following goals of promotion?
informing
When Donna sold cellular phones in the early 1990s, she knew that her customers didn't know very much about them, so she spent time explaining how they worked and how they might benefit the user. Which goal of promotion is Donna demonstrating?
informing
After a massive oil spill, the oil company ran commercials that talked about all the good things the company is doing, like providing jobs and researching clean energy. This illustrates ________ advertising.
institutional
Ruby Healthcare ran a series of print ads in fitness magazines that included the tagline, "Dedicated to Building the Health of Our Members and Our Communities." These print ads can be best described as ________ advertising.
institutional
The difference between advertising and publicity is that publicity
is unpaid coverage of a product.
The CEO at Quad Switches is excited about the company's new product. He suggests that the marketing team run advertisements in major newspapers around the country during the coming weeks. The marketing specialist isn't sure that is the right approach and wants to share one of the disadvantages tied to using a newspaper for advertising. Which of the following options would most likely help the marketing specialist with her argument?
limited color options
Flea Flicker Sports has finalized next year's line of athletic apparel. It wants to advertise the apparel, while being sure to highlight the available color schemes. It intends to target the ads to potential customers in the sports and fitness community. Which of the following media types would be most appropriate for Flea Flicker?
magazines
Martina is a fashion designer. She wants to promote her new line of maternity clothes but is unsure which medium will allow her to target a large but specific audience, show flashy, colorful photos of her products, and be available for a long period of time. Which media type should she choose?
magazines
To meet the goals of a social media campaign, certain actions, or ________, need to be taken to create results and achieve the goals.
objectives
Whereas traditional advertising media offers ________; social media advertising offers ________.
one-way communication; two-way communication
As the sales team at Phenom Apparel closes a deal, they send a signed copy of the contract over to Eldon. Eldon is responsible for entering the contract details into the system and sending the details over to the distribution team. Eldon most likely works in
order processing.
John Doe is running for a congressional seat in Texas, and he feels his best demographic is businesspeople who work along the Beltway in Houston. What would be the best media option for John to reach this target market?
outdoor
Seaquist Healthcare hopes to run a low-cost advertisement that will be highly visible and that will likely have multiple views. Which of the following media types would be most appropriate for Seaquist?
outdoor
One downside of publicity is that it is
outside the company's control
At a recent summer festival, Adventure Motors set up a product booth displaying three of its most popular off-road vehicles. Potential customers could enter to win one of the vehicles by filling out a comment card with basic customer information including an e-mail address. Adventure Motors can now use this information to set up a customer database to e-mail customers product information and sales promotions. What type of online marketing media does this represent?
owned
To establish an online presence and increase sales, Flashy Fashion has decided to set up a website to sell its products. In addition, it plans to use Google AdWords to place ads in user's search results. Flashy Fashion's website represents ________ media, while the online marketing channel, Google AdWords, represents ________ media.
owned; paid
No Slouch Ergonomic Solutions wants to ensure that its office chair and desk solutions get into as many stores as possible. Which type of promotional strategy would best suit the company's needs?
push
During which step of the personal selling process does the salesperson determine if the prospect has the authority to buy and the ability to pay?
qualifying
Yenny received a large group of referrals from a satisfied customer last week. She is now researching the list to ensure the referrals work in a relevant industry and would be authorized to make purchasing decisions on behalf of their respective employers. Which of the following tasks in the personal selling process does this best represent?
qualifying
Planetary Plants sells plant seed and fertilizer to consumers. Sales for the company's fertilizer solutions have tapered off in the past year as competitors have entered the market. The marketing team at Planetary creates a marketing campaign designed to push their name and products back to the front of consumers' minds. Planetary's campaign can be best described as trying to achieve which of the following goals of promotion?
reminding
An example of a digital buyer who is engaged in product-focused shopping is someone who
repurchased toothpaste from Amazon.
Rafi is an independent marketing specialist. He specializes in helping companies create short-term marketing incentives to stimulate dealer interest and consumer buying. Rafi can be best described as a ________ specialist.
sales promotion
Sunil clips coupons he finds in the Sunday paper each week prior to heading to the supermarket to do his grocery shopping. These coupons can be best described as a form of
sales promotion.
Gerald's Ford dealership receives offers from the manufacturer each month to motivate its salesforce to reach sales goals. These offers are
sales promotions.
Brady works at a large company that has an international sales force, and his job is to help the reps when they need help to facilitate the sale. Which task of personal selling does Brady provide?
sales support
MacKenzie works for Telegraph Communications. She is responsible for fielding and directing calls from prospects, generating sales contracts, and producing sales pamphlets for her team. MacKenzie most likely works in
sales support.
When you type in "comfortable jeans," the website for Jazzy Jeans appears first in the list. This is an example of
search engine optimization.
Although they are both paid digital marketing tools, paid ________ is advertising that takes the form of a sponsored result of a web search, whereas paid ________ takes the form of a banner ad or YouTube video ad.
search; display advertising
Tanheya works for a real estate firm that specializes in vacation properties. She is in the process of revamping the firm's social media campaign because she has determined that its existing one is not reaching its intended audience. In what step of the social media marketing campaign is Tanheya's firm?
selecting the correct combination of social media platforms
Worldwide Ventures planned a promotion to extend its reach globally. Money was not an object and the advertising department was told to be as creative as possible. Which of these media types would be the best option?
television
A large restaurant chain posted a picture to Twitter, Instagram, and Facebook that showed a picture of a turkey as the company's mascot instead of the usual chicken. The chain did not provide an explanation for the change. Word began to spread on social media with people sharing different theories about what was happening. This can be best described as ________ marketing.
viral
Marketers will influence online purchasing behavior using ________ marketing influences.
visible and invisible
A main difference between social media and traditional media is the
way in which consumers interact with the message.
A marketer, looking to promote a product, determines which app to use based on
which app will most appeal to its target audience.
