Chapter 17

Which term best describes sites such as the New York Times on the Web and ESPN.com?

Content Site

While comparing hotel rates on Google's search engine, Brenda came across text-based ads and links alongside the search results. This form of advertising is known as ________.

Contextual Advertising

Which of the following is the fastest growing form of direct marketing?

Digital marketing

Pepsi's Mountain Dew brand supplements its mass-media advertising by managing several branded Web sites and using social media to engage its customer community. This example illustrates how _______ has been transformed by the emergence of the Internet and social technologies.

Direct Marketing

Joanna uses her smartphone to accomplish many tasks everyday. She is also an avid shopper. Which online marketing tool will benefit Joanna the most to help her shop?

Instant deals and digital coupons

________ allows consumers to gain additional information about a product through the use of a remote control.

Interactive Television

________ are designed to engage consumers in interactions that will move them closer to a direct purchase or other marketing outcome.

Marketing Web sites

With the widespread diffusion of smartphones, companies today increasingly use ________ to stimulate immediate buying, make shopping easier and enriching the brand experience.

Mobile Marketing

Runners can compare performances, set up profiles, meet new people, and share information on Nike's Nike+ Web site. Nike+ is an example of a(n) ________.

Online community

Marketers can now watch what's trending on social media and create marketing content to match. This practice is known as ________.

Real-Time Marketing

When you search Google for "dishwashers," you are likely to see a number of inconspicuous ads for advertisers, including product manufacturers such as Samsung and Bosch, as well as retailers, such as Walmart.com, Lowe's, and Best Buy. This is an example of ________.

Search-related Advertising

The key to a successful Web site is to create enough __________ in order to get consumers to come to the site, stick around, and come back again.

Value and engagement

In one simple but honest McDonald's video, the director of marketing at McDonald's Canada answers an online viewer's question about why McDonald's products look better in ads than in real life by conducting a behind-the-scenes tour of how a McDonald's ad is made. The award-winning 3½-minute video received almost 15 million views and 15,000 shares. This example illustrates the concept of ________.

Viral Marketing

Mattel, the toy manufacturer, has created a very clever video to present a contest for a winning contestant to experience a "Barbie Dream Day." At the end of the 5-minute video, the viewer is asked to share it with friends. What is this marketing tactic called?

Viral Marketing

Which kind of social media networks are smaller communities likely to join or create?

niche