chapter 16

Question 1

online marketing communication options

Answer 1

1. website
2. search ads
3. display ads
4. e-mail

Question 2

key design elements of an effective website

Answer 2

1. context
2. content
3. community
4. customisation
5. communication
6. connection
7. commerce

Question 3

community

Answer 3

how the website enable user-to-user communication.

Question 4

communication

Answer 4

how the website enables site-to-user, user-to-site, or two-way communication.

Question 5

connection

Answer 5

the degree to which the website is linked to others.

Question 6

commerce

Answer 6

the website’s ability to enable commercial transactions.

Question 7

microsites

Answer 7

individual webpages or clusters of pages that function as supplements to a primary site.

Question 8

paid search/pay-per-click ads

Answer 8

when marketers bid in a continuous auction on search terms that serve as a proxy for the consumer’s product or consumption interests.

Question 9

search engine optimisation (SEO)

Answer 9

describes activities designed to improve the likelihood that a link for a brand is as high as possible in the rank order of all nonpaid links when consumers search for relevant terms.

Question 10

display ads/banner ads

Answer 10

small, rectangular boxes containing text and perhaps a picture that companies pay to place on relevant websites. the larger the audience, the higher the cost.

Question 11

interstitials

Answer 11

advertisements, often with video or animation, that pop up between page changes within a website or across websites.

Question 12

main platforms for social media

Answer 12

1. online communities and forums
2. blogs
3. social networks (for both B-to-B and B-to-C)

Question 13

online communities and forums

Answer 13

a key for success in online communities is to create individual and group activities that help form bonds among community members.

Question 14

viral marketing

Answer 14

a form of online word of mouth, or “word of mouse” that encourages consumers to pass along company-developed products and services or audio, video, or written information online. brands discussed offline are often those with salience and visibility and come easily to mind.

Question 15

improve the likelihood of starting positive buzz

Answer 15

1. identify influential individuals and companies and devote extra effort to them
2. supply key people with product samples
3. work through influential communities
4. develop word-of-mouth referral channels to build business
5. provide compelling information customers want to pass along

Question 16

distinctive characteristics of a mobile device

Answer 16

1. uniquely tied to one user
2. virtually always “on” and carried everywhere
3. immediate consumption possible
4. highly interactive given it allows for geo-tracking, video and picture taking.

Question 17

mobile apps

Answer 17

can perform useful functions - adding convenience, social value, incentives, and entertainment and making consumers’ lives a little or a lot better. smartphones help to boost loyalty programs and track whereabouts to send location-specific promotions when near shops or outlets.