Week 11

Question 1

public relations

Answer 1

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

Question 2

public relations tools

Answer 2

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

Question 3

direct response marketing

Answer 3

targeted and personalized communication, requires a comprehensive and up-to-date database

Question 4

event marketing

Answer 4

creation or involvement of a brand in an experience or occasion that heightens its awareness, creates positive associations, and generates a desired response

Question 5

sponsorship

Answer 5

company paying a fee in exchange for inclusion in an event

Question 6

online marketing tools

Answer 6

websites and microsites, search engine marketing, influencer marketing, email marketing, word-of-mouth, social media, mobile

Question 7

search engine marketing

Answer 7

1. search engine optimization: ensuring that websites are written, indexed, and coded
2. pay-per-click advertising: ads that appear in response to keyword triggers on search engines etc.

Question 8

user-generated content (UGC)

Answer 8

any form of online media content that is publicly available and created by consumers or end users

Question 9

three basic criteria defining social media

Answer 9

1. published either on a publicly accessible website or on a social media site
2. significant degree of original or creative effort
3. consumer generated by an individual outside of a professional or commercial organization

Question 10

content marketing

Answer 10

creating and sharing expertise and brand information that is designed to inform and engage with tools such as research papers, infographics etc.

Question 11

social media marketing

Answer 11

is flexible and can be changed even after it is published, is available immediately