chapter 13

Question 1

communications tool that seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure

Answer 1

public relations

Question 2

public relations tools

Answer 2

press release, conference, special events, company reports, social media

Question 3

proactive PR
Reactive PR

Answer 3

-good news and sharing to enhance the credibility of the brand
-bad publicity or crisis management

Question 4

direct response marketing

Answer 4

-designed to communicate with consumers in a personalized way using, (radio, tv, print) or (social media, ads)

Question 5

transactional websites

Answer 5

electronic storefronts focused on converting online browsers into online buyer.

Question 6

promotional websites

Answer 6

focus on showcasing products and services

Question 7

microsite

Answer 7

-for short-term promotional purposes
- to enter contests

Question 8

corporate websites

Answer 8

provide company and brand info to consumers and media

Question 9

ads that appear in response to keyword triggers on search engines.

Answer 9

Pay-per-click advertising

Question 10

Ensuring websites are written, indexed and coded so they are highly rated and ranked by search engines.

Answer 10

Search engine optimzation

Question 11

based on the spread of positive messages about a product by listening to consumers, identifying influential individuals who can spread the word

Answer 11

word-of-mouth

Question 12

-cost per thousand
-cost per acquisition
-cost per click

Answer 12

-cost of reaching 1000 people
-cost of getting new follower/scale
- cost of getting someone to click on a link or ad

Question 13

what are:
-feature phones
-wearables

Answer 13

-allow to email, text but cannot download/use apps
- devices that can be worn on body or on clothes