MKT 3301 EXAM 3 CH16 QUESTIONS AND VERIFIED
ANSWERS
What tracks individual customers' behavior and triggers actions in response to specific
customer actions? - Answers - Marketing automation software
What are examples of owned media? - Answers - A jewelry store creates a Facebook
page for its products.A brand's product website, blog, and social media pages like
Facebook or Instagram and include websites, white papers, case studies, landing
pages, blogs, infographics, branded apps, brand communities and email newsletters.
Blogs are a type of owned media that regularly deliver value to keep customers coming
back with the promotional objective to maintain interest.
What is pass-along? - Answers - is when a customer makes a recommendation for (or
against) a specific brand to another person.Ex. Bob noticed the promotional offers of his
favorite brand on its website and sent the link of the website to his friends in his e-mails.
ex. When an Apple customer tells-communicate a friend how much she likes her new
iPhone. This resulted in the quick spreading of his message especially when his friends
sent it to their friends. This is an example of Pass -along publicity.
What is a landing page? - Answers - A design or customized web page that logically
follows from clicking on an organic search result, online advertisement, or other link is
focuses on moving a customer along in the purchase process by addressing the
customer's needs and minimizing click-away.
What is Pinterest? - Answers - A website that allows registered users to share ideas
and images they find online with fellow users.
What is earned media and what are its advantages and disadvantages? - Answers -
Promotional messages for a firm generated by independent journalists or other
customers and can present challenges for a company or brand because they can't
control it and it can be negative.
When an independent journalist writes a movie review on a magazine, it represents
earned media.
Word-of-mouth buzz on social media about a new restaurant is an example of earned
media.
What are the advantages and disadvantages of owned media? - Answers - Advantages
of Owned Media: -high message control -relatively low cost-niche audiences-versatile in
message content and format
Disadvantages of Owned Media:is that people have less trust in it.
Type of Owned Media: -educational webpages-white papers-case studies-landing
pages-blogs-infographics-branded apps-brand communities-email newsletter
ANSWERS
What tracks individual customers' behavior and triggers actions in response to specific
customer actions? - Answers - Marketing automation software
What are examples of owned media? - Answers - A jewelry store creates a Facebook
page for its products.A brand's product website, blog, and social media pages like
Facebook or Instagram and include websites, white papers, case studies, landing
pages, blogs, infographics, branded apps, brand communities and email newsletters.
Blogs are a type of owned media that regularly deliver value to keep customers coming
back with the promotional objective to maintain interest.
What is pass-along? - Answers - is when a customer makes a recommendation for (or
against) a specific brand to another person.Ex. Bob noticed the promotional offers of his
favorite brand on its website and sent the link of the website to his friends in his e-mails.
ex. When an Apple customer tells-communicate a friend how much she likes her new
iPhone. This resulted in the quick spreading of his message especially when his friends
sent it to their friends. This is an example of Pass -along publicity.
What is a landing page? - Answers - A design or customized web page that logically
follows from clicking on an organic search result, online advertisement, or other link is
focuses on moving a customer along in the purchase process by addressing the
customer's needs and minimizing click-away.
What is Pinterest? - Answers - A website that allows registered users to share ideas
and images they find online with fellow users.
What is earned media and what are its advantages and disadvantages? - Answers -
Promotional messages for a firm generated by independent journalists or other
customers and can present challenges for a company or brand because they can't
control it and it can be negative.
When an independent journalist writes a movie review on a magazine, it represents
earned media.
Word-of-mouth buzz on social media about a new restaurant is an example of earned
media.
What are the advantages and disadvantages of owned media? - Answers - Advantages
of Owned Media: -high message control -relatively low cost-niche audiences-versatile in
message content and format
Disadvantages of Owned Media:is that people have less trust in it.
Type of Owned Media: -educational webpages-white papers-case studies-landing
pages-blogs-infographics-branded apps-brand communities-email newsletter
