Chapter 10 - Practice Quiz

Consumers who act as ____ are becoming increasingly important to online marketers as a conduit for addressing consumers directly

Creators

____ includes any attempt to intentionally conduct dishonest activities online.

Online fraud

Due to increasing consumer demand, many television networks are creating ____ of their shows.

Podcasts

Which of the following characteristics distinguish online media from traditional marketing?

Addressability, interactivity, accessibility, connectivity, and control

Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of increasing the company's

Credibility

____ uses the Internet, mobile, and interactive channels to develop communication and exchanges with customers.

Digital Marketing

Walgreen's has set up a website that enables customers to converse with the company and communicate their needs and wants. This is an example of a(n) ____ website.

Interactive

IHOP is active on Facebook, Twitter, and YouTube in order to communicate with its customers, conduct a video contest, and generally find out the customers' likes and dislikes. IHOP in this example, is engaging in ____ marketing.

Relationship

Digital media have created opportunities for companies to

Target specific markets

One trend that has caused consumer-generated information to gain importance is

the increase of consumers using digital media to publicize their own product reviews.