KFC has restaurants in Mexico where Inactives make up the majority of the online population. To match their marketing efforts with the characteristics of the population, KFC should
A) have a contest to gather consumer-generated content.
B) ignore comments from Critics.
C) add tags to webpages or photos.
D) post its own promotional messages on blogs and websites.
E) focus more on traditional promotions rather than social networking.
Question 2A restaurant chain recently had several customers become sick after eating at one of their locations. In order to lessen the negative effects of the event, the restaurant should most likely
A) deny that the event occurred at the restaurant.
B) blame one of its suppliers for the illnesses.
C) facilitate news coverage of the event.
D) discourage news coverage of the event.
E) shut down the location until the issue is resolved.
Question 3Pizza Hut has restaurants 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
A) have a contest to gather consumer-generated content.
B) ignore comments from Critics.
C) add tags to webpages or photos.
D) post its own promotional messages on blogs and websites.
E) stick to traditional promotions rather than social networking.
Question 4In creating the advertising message, which of the following is not recommended when creating a slogan?
A) The slogan should be short.
B) The slogan should be retained for a long period of time.
C) The slogan should be accompanied by a spokescharacter.
D) The slogan should be backed by a large marketing budget.
E) The slogan should be memorable.
Question 5Ralph Lauren has retail stores in China where Spectators make up the majority of the online population. The Spectators are interested in reading about the latest fashions from the Western culture but don't typically create and add their own content. Ralph Lauren wants to match its marketing efforts for its upcoming spring collection with the characteristics of the population. Which of the following should Ralph Lauren do?
A) Have a contest to gather consumer-generated content.
B) Ignore comments from Critics.
C) Add tags to webpages or photos.
D) Post its own promotional messages on blogs and websites.
E) Stick to traditional promotions rather than social networking.
Question 6Amanda is determining the media plan for her tax accounting business. She is currently selecting an advertising medium and is looking for a medium that is not expensive, allows for a short lead time, has large reach, and provides frequent communication. Based on these, Amanda should avoid
A) direct mail.
B) television.
C) radio.
D) outdoor advertising.
E) magazines.
Question 7____ are online users who do not participate in any digital online media.
A) Collectors
B) Spectators
C) Inactives
D) Creators
E) Critics
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