Lecture 2

Question 1

Viral marketing

Answer 1

when someone creates video or visual content that

resonates with their target audience. That content is shared to the point that it spreads like wildfire, or goes viral.

Question 2

When a marketing campaign goes viral, a company’s __, __, and __ __ can increase dramatically.

Answer 2

sales, engagement, and brand awareness

Question 3

Buzz marketing

Answer 3

viral marketing technique that is focused on
maximizing the word-of-mouth of a particular campaign or product, through conversations among consumers’ family and friends or larger scale discussions on social media platforms.

Question 4

Owned media

Answer 4

when you leverage a channel you create and
control. This could be your company blog, YouTube channel, your website, or even your Facebook page.

Even though you don’t strictly “own” your YouTube channel or your Facebook page, you do control them and don’t have to pay for basic usage.

Question 5

Earned media

Answer 5

when customers, the press and the public
share your content, speak about your brand via word of mouth, and otherwise discuss your brand. In other words, the mentions are “earned,” meaning they are voluntarily given by others.

Question 6

Paid media

Answer 6

when you pay to leverage a third-party channel,

such as sponsorships and advertising on third-party sites.

Question 7

3 Media Elements of Marketing

Answer 7

Owned media
Earned media
Paid media

Question 8

Communications Model - AIDA

Answer 8

Attention
Interest
Desire
Action