Earned mediais a new form of promotional tactic where brands are becoming publishers of their own content in order to maximize the brand's value to customers as well as increase their search rank in Google.
Answer the following statement true (T) or false (F)
False
Earned media is based on a public relations or publicity model. The idea is to get people talking about the brand—whether through media coverage (as in traditional public relations) or through word of mouth (WOM). Word of mouth traditionally occurs face-to-face. Electronic word of mouth (EWOM), for example, sharing a movie review on a social media site, is growing rapidly. Earned media is often created when people talk and share content on social media. Additionally, search engine optimization (SEO), whereby companies embed key words into content to increase their positioning on search engine results pages (SERPs), can also be considered earned media. See 15-4f: The Communication Process and the Promotional Mix.
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What will be an ideal response?
Isabel is responding to a congratulatory note she received from a colleague. Which of the following is the best sentence to include in her response?
A) Thanks, but I really did not deserve this promotion. B) So many people were so much more deserving of this promotion than I was. C) Your words about my promotion are much too kind! D) Thanks for your kind words regarding my promotion.
Risk is indicated by variability of returns, whether the variability is considered positive or negative. Both the positive and negative outcomes must be evaluated when considering risk.
Answer the following statement true (T) or false (F)
Ruby, a recent fashion design school graduate, has received praise for her clothing designs from her peers and friends on social networking sites; this has inspired her to set up a store where she can design and sell apparel. After experiencing some success with sales, she recruits two employees to handle customers at the store. However, she handles other day-to-day affairs herself, while continuing to design clothes. Which of the following is likely to be a pitfall of this organizational structure established by Ruby?
A. People are highly unlikely to buy clothes from a store run by a fashion design student. B. Hiring more employees will result in loss of intellectual property. C. The online admiration of her designs will not translate into sales. D. Once the firm starts growing and attracting more customers she is likely to feel overloaded.