Questions and Answers of Investment Risk Management

What is a sponsored consumer?
The Word of Mouth Marketing Association provides guidelines for companies. What are they?
What does a brand ambassador do and what are the controls?
What is a sponsored consumer?
What is needed to create alternative marketing programs by marketers?
Describe in your own words each of the social media strategies (see Figure 9.8). Suppose you are a marketing intern for a minor league baseball team located in your region. Identify the pros and cons
Discuss the current trends of consumer video-sharing. Examine reasons brands have become involved in social media marketing. For each of the trends you identify, elaborate on ways brands can use
Which social media marketing strategies should Post-it’s team use? Provide justification for your response.Sooner or later, every business person comes into contact with a Post-it note. These
Would social listening be of value to Post-it’s marketing team? If so, how? If not, why not?Sooner or later, every business person comes into contact with a Post-it note. These sticky, functional
What were the marketing objectives of the “Go ahead”campaign?Sooner or later, every business person comes into contact with a Post-it note. These sticky, functional tools have become part of
How could consumers, fans, and the company take advantage of new video-posting technologies to promote the Post-it brand?Sooner or later, every business person comes into contact with a Post-it note.
Which social media sites are best suited to this type of promotional campaign? Why?Sooner or later, every business person comes into contact with a Post-it note. These sticky, functional tools have
How can Amoy overcome any potential language difficulties when they roll out their social media campaign to a global audience?Founded in 1908 in Tai Po Hong Kong, Amoy started as a producer of soy
Amoy has not really developed an influencer marketing campaign.In the roles of a specialist advisor, suggest how they should approach this type of campaign.Founded in 1908 in Tai Po Hong Kong, Amoy
Which of the key social media strategies listed in Figure 9.8 have been pursued by Amoy?Founded in 1908 in Tai Po Hong Kong, Amoy started as a producer of soy sauce and is now a globally known
How would you assess the effectiveness of the Amoy cooking competition campaign?Founded in 1908 in Tai Po Hong Kong, Amoy started as a producer of soy sauce and is now a globally known company
Which social media platforms should Amoy focus on to “attract a larger fan base”?Founded in 1908 in Tai Po Hong Kong, Amoy started as a producer of soy sauce and is now a globally known company
Giorgis has just opened his own Gyros, Souvlaki, and Pitta stores in Central London. He believes social media could be used to build awareness of his shop as well as a customer base. Giorgis believes
We Are Social compiled a 2016 report focusing on social media use in the Middle East. They found that 75 percent of the Qatar population were active users while the United Arab Emirates stood at 69
Using a blog search engine, locate an example of an interactive blog. Evaluate the blog. Is it effective? Why or why not? Provide a link to the blog and a screenshot.
Figure 9.9 identifies six video marketing tactics. Go to YouTube and find an example of each strategy.Provide links to your six videos and explain why you think each is a good example of the
Examine the reasons brands use social media as shown in Figure 9.5. Pick three of the reasons and identify from your personal experience a brand you believe did well with each. It could be three
Name a brand you really like and for which you have a high level of loyalty. Access the brand’s website and the social media pages shown on the brand’s website.Discuss the information provided on
South America’s fascination with social media is growing fast. Businesses across South America are realizing the value of having a social media presence. Argentina, Columbia, Brazil, Chile,
Do you use consumer-generated reviews in making purchase decisions? Why or why not? Are they valuable to consumers?
What exactly is viral marketing? Find an example of it from your own country or region. Why was it so effective? How did it become viral? Share your findings.
Examine the social media strategies listed in Figure 9.8. Discuss each strategy in terms of your personal experience. Describe whether the strategy impacts your purchases and views of brands. For
Do you follow brands on social media? What is the reason for this? What types of brands are better suited to following on social media and why? What about the brands that you don’t like or have
Examine the reasons companies use social media marketing listed in Figure 9.5. Rank the reasons from most effective to least effective based on your personal experience with social media and brands
Why has YouTube gained considerable popularity in recent years? How often do you use YouTube? What types of videos do you watch? Do your friends and relatives access YouTube? If so, how often and
Compare and contrast the social media sites Facebook, Instagram, Twitter, Pinterest, and YouTube. Discuss ways they are similar and ways they are different.Describe your level of involvement with
Suppose you were in charge of the social media for your college. Discuss the pros and cons of each of the social media platforms presented in the chapter (Facebook, Instagram, Pinterest, Twitter, and
What issues complicate international social media marketing programs?
Discuss the reasons why consumers follow brands on social media.
Describe viral marketing.
What three types of interactive blogs support social media marketing programs?
Describe real-time marketing.
Describe content seeding.
For businesses, social media is just about selling.Comment on this statement.
How can social media boost the organic search engine rankings for a business?
List the characteristics of brand advocates.
Describe Instagram and the typical user of the service.
How has video posting changed the nature of social media networking?
What makes Twitter radically different to Facebook?
What value could a niche social network have for a business?
What is the primary function of social media?
Blogs provide an opportunity for businesses to share information, thoughts, and opinions. Identify the benefits of a company blog for the business and for its customers. Discuss the ingredients for
Define each of the email marketing tactics presented in this chapter. Access the website of Calvin Klein (www.calvinklein.com). For each email marketing tactic, describe an email marketing campaign
Examine Runza’s website again. Make a list of ten words that could be used for a search engine optimization program. Rank the words in order from what you think would be the best search terms to
Design a banner ad for Runza Restaurants.Ethnic foods enjoy a unique place in the dining habits of people around the world. In the United States, one such treat goes by a variety of names and has an
Explain how behavioral targeting would be useful to an individual Runza Restaurant manager. Design a behavioral targeting program that could be used by Runza.Ethnic foods enjoy a unique place in the
Explain how the Runza Restaurant could use mobile marketing. Provide details.Ethnic foods enjoy a unique place in the dining habits of people around the world. In the United States, one such treat
What types of cyberbaits do you see on the Runza website?Give specific examples of each.Ethnic foods enjoy a unique place in the dining habits of people around the world. In the United States, one
Access Runza Restaurant’s website at www.runza.com.Describe the content on the site. Examine the characteristics of successful e-commerce sites given in the chapter. Discuss each characteristic as
Describe the tactics you would use to make the best use of search engine optimization for Ski and Snowboard Specialists.Snow skiing and snowboarding remain popular hobbies.More than 10 million people
Would a blog be useful for Ski and Snowboard Specialists?If so, how? If not, why not?Snow skiing and snowboarding remain popular hobbies.More than 10 million people in the United States participate
Explain how remarketing and behavioral targeting could help increase sales for Ski and Snowboard Specialists.Snow skiing and snowboarding remain popular hobbies.More than 10 million people in the
Discuss how location-based advertising could be featured by Ski and Snowboard Specialists.Snow skiing and snowboarding remain popular hobbies.More than 10 million people in the United States
Explain how the company could take advantage of content marketing and/or native advertising.Snow skiing and snowboarding remain popular hobbies.More than 10 million people in the United States
How can Ski and Snowboard Specialists offer cyberbait to new customers? To returning customers?Snow skiing and snowboarding remain popular hobbies.More than 10 million people in the United States
What roles might mobile marketing and interactive marketing play in Ski and Snowboard Specialists’ efforts?Snow skiing and snowboarding remain popular hobbies.More than 10 million people in the
Super Dry’s marketing team wants to enhance the company’s brand name and internet presence. They have asked you to be an internet advertising consultant. Access the Super Dry website at
Locate the website of a local lawn service in your area.Provide the URL and a screenshot of the website. In your own words, describe the differences between branded content, sponsored content, and
Go to one of your favorite e-commerce sites. If you do not have a favorite, do a search and pick one that looks good to you. Provide the URL of the e-commerce site;then discuss each of the
Based on Alexa traffic ranking, these are the top six global e-commerce sites. Choose two of them and discuss each of the characteristics of successful e-commerce sites listed in Figure 8.3. Compare
Find the websites of the five most popular companies that provide package delivery services in your own country. How do they differentiate themselves?What are their reputations, particularly in terms
According to Payoneer, a B2B online payments company, a survey of around 900 Chinese e-commerce businesses revealed that some 62 percent sold products on Amazon, 45 percent on Wish, and 40 percent on
Describe in your own words each of the email marketing tactics presented in Figure 8.11. Assume you are a marketing intern for a small chain of trendy, upscale clothing stores targeted towards
Describe in your own words each of the digital marketing strategies listed in Figure 8.8. Assume you are an intern working in the digital marketing department of a small chain of sporting goods
Look through the digital marketing strategies identified in Figure 8.7. Discuss each strategy as it relates to your online experience. Which strategies are the most successful at reaching you? Why?
Mobile marketing has become an important component of digital marketing campaigns. Assume you are a marketing intern for a local book, comic, and video store. Describe how you could use mobile
Examine the value-added incentives listed in Figure 8.5 and described in this chapter. Rank these valueadded incentives in terms of your personal online shopping experience. For each incentive,
Examine the characteristics of Web 1.0 to Web 4.0.Discuss how the internet affects your daily life. Interview individuals in each of the following age categories about their use of the internet:
What challenges must be overcome to establish an international e-commerce operation?
What is meant by the term search engine optimization(SEO)? How can it be accomplished?
What is a personalized URL or PURL?
Can traditional media help online branding?
How can magazines utilize smart phone use?
What primary forms of online or web advertising are used by marketing teams?
Identify and describe the elements of an effective email campaign in marketing.
How are blogs and newsletters used in marketing programs?
What is remarketing?
What is geo-targeting, or location-based advertising?
Describe content marketing and native advertising.
What is interactive marketing?
How do you avoid shopping cart abandonment?
Why is shopping cart abandonment so common for online retailers?
In what circumstances is channel integration vitally important to a business?
Describe e-commerce, search-optimized design, and customer-centric design.
Is the Internet an open environment?
Identify the primary advantage of each of the media discussed in the chapter (television, radio, out-of-home, magazines, and newspapers). Explain why you think it is the primary advantage. For each
The Super Bowl is the most watched program on television. Many tune in just to watch the ads. Discuss the concepts of brand recognition versus brand recall for the Super Bowl. Which is more
Design a newspaper ad and an out-of-home ad that will be placed at Little League baseball parks in the area. Explain why having these two ads in different media is better than having two ads within
How could social media and nontraditional media be used to supplement a traditional media campaign in this circumstance?Dog owners constitute a large target market. Most members share something in
Which traditional advertising media should the marketing team use for the second campaign? Discuss the pros and cons of each in terms of the Running Free Dog Park campaign and the desire to stimulate
How would the three-exposure hypothesis or recency theory apply to this advertising program in its initial stages? What about the second campaign after consumers are aware of the dog park?Dog owners
Define the marketing goals for the second phase of the Running Free Dog Park promotional efforts.Dog owners constitute a large target market. Most members share something in common: the desire to let
Create the ad for Cindy’s Auto Body Repair Shop that will be placed in the local newspaper.After a car wreck, most drivers would probably believe that an auto body shop would be run by a man. Cindy
Create an effective media mix and describe the campaign you would create for the grand opening and subsequent months for Cindy’s Auto Body Repair Shop.After a car wreck, most drivers would probably
Which theory best applies to Cindy’s situation, recency theory or the three-exposure hypothesis? Explain your answer.After a car wreck, most drivers would probably believe that an auto body shop

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