Explain the key guidelines that marketers must follow to leverage owned media, earned media, and paid media?
What will be an ideal response?
ANSWER: To leverage all three types of media, marketers must follow a few key guidelines. First, marketers must maximize owned media by reaching out beyond their existing Web sites to create portfolios of digital touch points. This is especially true for brands with tight budgets, as the organization may not be able to afford much paid media.Second, marketers must recognize that public and media relations no longer translates into earned media. Instead, marketers must learn how to listen and respond to stakeholders. This will stimulate word of mouth. Finally, marketers must understand that paid media must serve as a catalyst to drive customer engagement and expand into emerging trends.
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Which of the following is a drawback of cloud computing?
A) It requires an extremely reliable Internet connection. B) It requires users to access software applications locally on an individual PC. C) It requires users to access information systems locally from servers in the organization's data centers. D) It restricts employees from accessing virtual servers using the Internet.
Which of the following statements about stock-based managerial compensation is correct?
A) It may cause dysfunctional behavior in the short-run as managers try to drive up the company's stock price. B) Exercising the option as soon as it is granted will leave the manager better off from a cash standpoint. C) Stock options are always guaranteed to increase in value over time. D) Managers always prefer to receive stock options instead of year-end bonuses.