Question 1

are user-created, three-dimensional worlds that have their own economies and currencies, lands, and residents who come in every shape and size.

Accepted Answer

Virtual realities are immersive, user-created environments that can include their own economies, currencies, and diverse residents.

Question 2

The Internet can be referred to as a medium because users determine which websites they are going to view.

Accepted Answer

The pull medium is one in which users determine which websites they are going to view, as opposed to a push medium where content is delivered to the user without their choice.

Question 3

Verizon encourages customers to post reviews on its company website or Facebook page in the hopes of receiving positive reviews, which would increase the company's:

Accepted Answer

Encouraging positive reviews can enhance the company's credibility by showcasing customer satisfaction and trustworthiness.

Question 4

Hobby Lobby Inc. encourages customers to visit its website and "like" its Facebook page. It also enlists customers to post feedback on the company, refer articles of interest to other Hobby Lobby customers, and offer suggestions for future electronic communication. Hobby Lobby is using a positive marketing strategy for its Facebook page and company website because customer-generated content appears:

Accepted Answer

Customer-generated content is often perceived as more authentic because it comes from real users and reflects genuine experiences and opinions.

Question 5

The attrition rate for digital media channels is:

Accepted Answer

The attrition rate for digital media channels is very high due to the constantly changing technology, competition, and evolving consumer behavior. Platforms and channels that were popular a few years ago may become obsolete or less relevant over time, leading to high turnover rates.

Question 6

Pizza Hut, a popular pizza joint, has outlets in India where joiners make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Pizza Hut should:

Accepted Answer

Pizza Hut should create a Fan Page and invite consumers to post their thoughts because this will allow them to engage with their customers and get feedback on their products and services.

Question 7

Ralph Lauren, an apparel store realized that spectators make up the majority of its online followers. The spectators are interested in reading about the latest fashions but don't typically create and add their own content. The apparel store wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should the apparel store do?

Accepted Answer

Since spectators are primarily interested in consuming content rather than creating it, posting promotional messages on blogs and websites aligns with their behavior of reading and engaging with content passively.

Question 8

Julie likes to read the blog connected to the fashion editors at Vogue Magazine. While Julie likes to read the blog, she does not actually create any content herself. Julie would be called a(n) with regard to the Vogue blog.

Accepted Answer

Julie is a spectator because she reads the blog but does not contribute content or interact with it in any other way.

Question 9

A popular restaurant chain, Eats, has introduced restaurants in Mexico where inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, Eats should:

Accepted Answer

In a market where inactives dominate the online population, traditional promotions are more effective than social networking efforts.

Question 10

Anyone who becomes a member of MySpace, Twitter, Facebook, or other social networking sites is a:

Accepted Answer

A joiner is someone who becomes a member of social networking sites.

Question 11

are those consumers who construct their own media outlets, such as blogs, podcasts, consumer-generated videos, and wikis.

Accepted Answer

Creators are those who construct their own media outlets such as blogs, podcasts, consumer-generated videos, and wikis. Critic is someone who comments on or evaluates these media outlets. Collectors are those who collect and organize content. Joiners are those who join social networking sites. Spectators are those who consume media without interacting or contributing to it. Therefore, the best choice is A) Creators.

Question 12

If a DVD rental shop has established outlets in the simulated environment of Second Life, the of a person will be able to rent a movie from the shop.

Accepted Answer

In Second Life, users interact with the virtual world through their avatars, which are digital representations of themselves.

Question 13

Consumers who act as are becoming increasingly important to online marketers as a conduit for addressing consumers directly.

Accepted Answer

The answer of Consumers who act as are becoming increasingly...

Question 14

According to The Social Technographics Profile, the largest group in most countries is:

Accepted Answer

Spectators are the largest group in most countries as they consume content but do not actively participate in creating or engaging with it.

Question 15

A board game manufacturing company has posted online cash rewards for consumer reviews of their games. In doing so, the company is striving to utilize:

Accepted Answer

The company is encouraging consumers to generate content (reviews) about their games, which is a form of consumer-generated marketing.

Question 16

Red Bull Inc. has started introducing new products. It provides information regarding its new products to bloggers in the hope that they will pass the information on to their online followers. In this case, the bloggers are called:

Accepted Answer

Bloggers who create content by sharing information about new products are considered "creators" as they generate and disseminate original content to their audience.

Question 17

Zipcar is a group of individuals who share a car's services in order to save money and keep the environment green. Zipcar encourages its users to go to a blog and make comments or post ratings and reviews. These people would be called with reference to the blog.

Accepted Answer

Critics are individuals who post ratings, reviews, and comments on blogs and other online platforms.

Question 18

usually constitute a smaller part of the online population than the other groups.

Accepted Answer

Collectors are those who gather and organize content created by other users, such as bookmarking websites or creating Pinterest boards. This activity is more passive than other online behaviors and therefore tends to attract a smaller portion of the online population.

Question 19

are online users who do not participate in any digital online media.

Accepted Answer

Inactives are the online users who do not participate in any digital online media. Collectors, Spectators, Creators, and Critics all participate in some form of digital media activity.

Question 20

are people who gather information and organize content generated by critics and creators.

Accepted Answer

Collectors gather and organize content, such as reviews and critiques, from both creators and critics. Spectators are simply observers or audience members. Joiners are individuals who join groups or organizations. Creators are people who produce original content. Critics are individuals who provide evaluations and analyses of creative works.

Quiz 9: Digital Marketing and Social Networking