Comm 200 Final 104 Questions with Answers 2023,100% CORRECT

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Comm 200 Final 104 Questions with Answers 2023 1) What is a Money Pit of Wasted Resources according to the author? Explain his reasoning - CORRECT ANSWER A money pit of wasted resources is adve ... rtising. Advertising is this, because traditional advertising is generally so wide and broad that it is ineffective. You can try to target your audience on TV, but you will not reach all. 1)What is Interruption Marketing? Please provide an example. Do you agree with the author's views on Interruption Marketing? Why or why not? - CORRECT ANSWER Interruption marketing is when the advertiser tries to get prospects to stop what they're doing and pay attention to a message Ex: You are reading an article in a magazine, so the ads need to jolt you into reading the ad instead of the article . yes I agree with his points 1)What are the old rules of MARKETING? Please list 3-4 rules and explain them. - CORRECT ANSWER A. Advertising was one way: company to consumer B. Advertising needed to appeal to the masses C. Creativity was deemed the most important component of advertising 1)What are the old rules of PR? Please list 3-4 rules and explain them. - CORRECT ANSWER A. Nobody saw the press release except a handful of reporters and editors B. Jargon was ok, because journalists understood it C. The buyers learned about the press release content if the media wrote a story about it 1) Explain the author's ideas regarding the Journalistic Black Hole. - CORRECT ANSWER The journalistic black hole referred to the way the old press releases were published specifically for the journalists. They would write them keeping in mind the journalists were well versed in the niche market. 2) Explain why the company Cervelo Cycles is used by the author as an example of good PR - CORRECT ANSWER It is used as a good example, because he uses web content in interesting ways and sells a bunch of bikes in the process. The site focuses on education and isn't filled with fluff. 2) Explain the Long Tail theory by Chris Andersen. What is the Long Tail of Marketing? What is the Long Tail of PR? - CORRECT ANSWER A. Our culture and economy is increasingly shifting away from a focus on relatively small hits at the head of the demand curve and toward a huge number of niches in the tail. B. People are looking for just the right product or service to satisfy their unique desires at the precise moment they are online. C. Target bloggers, online news sites, etc. to reach the targeted audiences. Instead of trying to reach one potential PR blockbuster, try to reach influential bloggers and analysts to tell the story to the niche markers 2) Please list 2-3 new rules and explain the main idea of the New Rules of Marketing and PR on p. 36. - CORRECT ANSWER A. PR is for more than just a mainstream media audience B. Marketers shift from mainstream marketing to masses to reaching a vast number of underserved audiences via the web C. Instead of 1 way interruption, marketing is delivering the right message at the time your audience needs it 2) Do you support the author's idea of the convergence of Marketing and PR on the Web? Explain why. - CORRECT ANSWER I do agree that with the internet, the lines between marketing and PR are becoming blurred. I believe this, because if someone posts news on their website it is the same as having a story in a magazine's website. 3)How did Chip McDermott from Zero Trash Laguna reached out to people of Laguna Beach, CA? - CORRECT ANSWER He used a Facebook page to organize events and to connect local storeowners with residents. On that page, they were able to organize trash pick up days and connect the people with local storeowners, which helps them keep the shopping areas clean & provide support 3)Explain the concept of Buyer Personas. Explain how this concept can be used for marketing. Provide examples. - CORRECT ANSWER Buyer personas mean that you have to break the buyers into distinct groups and then catalog everything you know about each one to make it easier to target each demographic. Example: A college website, Mike Pedersen Golf 3)"Think like a publisher". Explain this statement. Do you agree/disagree with this new publishing model. Explain why. - CORRECT ANSWER This means that it's not all about the hype and spin and messages. it is about delivering content when and where it is needed and branding you. Publishers focus on Content strategy then mechanics and design. I agree with this 3)Why does DMS use Trinity Cathedral as a good example of marketing and PR. Explain. - CORRECT ANSWER Trinity Cathedral is posting podcasts of music and the sunday service on their site. They also can read about it on their blog. This is an example of marketing and PR, because they are running a website to attract people who cannot make it to church every week. 4)What is Social Media according to the author? - CORRECT ANSWER Social media is includes ways for users to express their opinions online. Ex: Social networks, blogs, video & photo sharing, chatrooms, listservs, wikis, etc. 4)Explain "social media as a cocktail party". Provide an example. - CORRECT ANSWER Social media are the places people congregate to have fun helps us make sense of how marketers can best use the tools of social media. Ex: When you are at a cocktail party, you focus on making friends, same as on social media. You should go to the cocktail party and not treat everyone as a sales lead and talking about what your company does. 4)Explain the New Rules of Job Search. Provide an example. - CORRECT ANSWER The new rules require you to share knowledge and expertise with a world that is looking for what you have to offer. Network, it is not all about advertising you with "direct mail", a resume. 4)Why should PR practitioners participate in online forums according to DMS? Provide an example - CORRECT ANSWER You should participate in forums, because you can monitor what the public is saying about you good or bad and if there is an issue you can be right there, address it, and work on fixing it. For example; B&H had a problem with a camera that came out and they were monitoring the blogs and were able to apologize and fix the issue 4)Explain the power of Wiki. How should PR practitioners use wikis in their projects? - CORRECT ANSWER Wiki's are website that permit users to update, delete, or edit the content. They are powerful, because they are very popular hits on search engines. You should use them as a neutral site and not for advertising. Use them to provide information on the company. 4)What key lessons can one learn from Adagio Teas? - CORRECT ANSWER - People by it because of the story around it -- Use social media to communicate with customers -People advertise for you -Monitor and participate in the place where people are discussing your industry 5)Do you believe it is possible to figure out the ROI of blogging? Explain why/why not. - CORRECT ANSWER No. The return on investment is hard to figure out, because you cannot really track sales or how effective the website was for a person. 5)Is the Huffington Post a blog or not? Explain why or why not. - CORRECT ANSWER Yes it is, because it is written on the blogger platform. The HP just has a greater audience and has won awards such as the pulitzer prize. 5)List and explain the four uses of blogs for marketing and PR. - CORRECT ANSWER A. To easily monitor what millions of people are saying about you, the market you sell into, your org, and its products B. To participate in those conversations C. To work with bloggers who write about your industry, company, or products D. To shape those conversations by creating and writing your own blog 5) Why monitoring blogs becomes critical for organizations? - CORRECT ANSWER It is critical, because opinions are offered on blogs and understanding the sum of those opinions are very important. You need to make decisions on the perceptions of what people are actually doing with your products. So become an expert on what is being said about your organization. 5)Explain the importance of blogger relations. Provide an example. - CORRECT ANSWER Blogger relations is very important, because they can put you in their posts and vice-versa. In the Obama campaign, they worked closely with bloggers who cover politics and provided them with valuable information to help them write better posts. Integration is key. 5) Explain the pros and cons of letting employees blog. Provide an example. - CORRECT ANSWER Pros: Good to get the word out there and hear directly from an employee Cons: Secrets may be revealed, inappropriate, inaccurate information, etc 6) Explain why DMS uses The Best Job in the World as a good example of video marketing. - CORRECT ANSWER The contest required each applicant to post a 1 minute video explaining why he or she should be chosen as caretaker of the island. This is a good example of video marketing, because it created television placements, tourism increase, etc. 6)What's the advantage of using podcasting? Provide an example. - CORRECT ANSWER It is easy and you can take podcasts on the go. For example, church podcasts, how to podcast, etc. 6)Why did the author like Grammar Girl Podcast? - CORRECT ANSWER Because the free podcast drove her book sales and it helped her, because when she went on out on tour, she already had a following. 7)What are the New Rules of News Releases? List at least 5. Provide examples. - CORRECT ANSWER A. Instead of targeting a handful of journalists create news releases that appeal directly to your buyers. B. Write releases that are replete with keyword-rich language used by buyers (search engines) C. Place links in releases to deliver potential customers to landing pages on your website D. Link to related content on your site such as videos, blog posts, or e-books E. Don't just send news releases when big news is happening find good reasons to send them all the time 7)What is the news release strategy used by WebEx? - CORRECT ANSWER They optimized the content of news releases to include relevant terms. Google and news keywords have really transformed the news release as a distribution vehicle. 7)Explain the importance of direct-to-consumer new releases. - CORRECT ANSWER In the old rules, news releases were written specifically for journalists, but now that they are being written and released specifically for the public, it provides them with the information directly and it doesn't have to go through the press then to the people. Its more direct and efficient . 8)What is minty-fresh explosive marketing? Why do marketing companies fail to find a formula for a successful viral marketing campaign? - CORRECT ANSWER It was when they put mentos in a bottle of diet coke and watched it explode. This is what happened to the video when it went viral. Many companies set out to go viral but the vast majority of them fail. there is no exact formula to guarantee something to go viral. 8)How can PR pros use Alexa while planning their marketing campaigns? - CORRECT ANSWER Alexa is a service that measures the reach and popularity of websites. Marketers use Alexa to figure out what sites are hot and use that information to make their own sites better. 8)List a few rules of the World Wide Rave. Explain these rules. - CORRECT ANSWER A. No coercion required- when you've got something worth sharing, people will share it B. Put down roots- If you want your ideas to spread, you need to be involved in the online communities of people who actively share C. Create triggers that encourage people to share- you need a trigger to get people talking 8)What examples of WWR are used in the book? - CORRECT ANSWER - The graduates film CD was released as free -Mashups- asserting legal copyright ownership but also grant other free licenses to incorporate works into new ones 8) How did Ryan Gielen created a WWR by making soundtrack free for download? - CORRECT ANSWER It exposed new listeners to their music and if they like it they can buy more or see them live. 8) Why does DMS like Creative Commons? - CORRECT ANSWER Creative commons is a organization that makes it easy for people to both share and build on the digital creations of others. When you allow for mashups, you never know what interesting things might emerge. Originators of works assert legal copyright ownership but also grant others free licenses to incorporate these works into new ones. 8)Why does DMS use the Outsell example. What are the key lessons learned? - CORRECT ANSWER It is an example of viral marketing, creating a world wide rave by having others tell your story for you. Outsell completed a report but had not released it yet. They first hinted at the report in the client newsletter and made sure that the paying clients get access to reports first. Bloggers built a viral buzz. The exposure made a fundamental difference. A piece of news can go viral and with the help of news media and bloggers in promoting ideas, the story can reach larger audiences. 9)What main issues regarding the Content-Rich Web Site are raised by DMS in this chapter? - CORRECT ANSWER The main issues with a content- rich website are that people become so concerned with the technology and design that they totally forget that great content is the most important aspect of any website. 9)Explain why the NRDC website is used as a good model of a content-focused site? - CORRECT ANSWER NRDC has a vast amount of content available in its site, various media that its marketers deploy, and the tools it provides to online activists and political bloggers to spread the groups message. It includes env news, resource and information. It offers online publications, links to laws, and a glossary of env terms. 9)Discuss why the author likes the web site of Sasha Vujacic? Provide three reasons. - CORRECT ANSWER It is beautifully designed, contains huge amounts of info about the player (video, photos, etc), available in multiple languages, gives the vibe that Sasha is approachable. Content & delivery 10)List and explain at least 3 characteristics of Real-Time Marketing and PR according to DMS. - CORRECT ANSWER A. Speed and Agility: You must compress time and speed and not deliberately cement each step far in advance. More coverage. B. Initiative: The one who takes the initiative and acts when the moment is ripe is the one that will deliver tremendous competitive advantage. C. Early: Get in there early, time is of the essence, if you are in there before hand, you are seen as more caring. 10) Why is it necessary for PR specialists to develop a real-time mind-set according to DMS? - CORRECT ANSWER If you use the old ways of being cautious and careful, you will typically lose the advantage. If you are ahead of the game it will typically gain you more coverage. With today's internet, everything is moving in a fast paced movement and if you aren't int he real-time mind-set, you will be left behind. You need to plan and react to now 10)List and exemplify at least 3 ways one can engage in real time. - CORRECT ANSWER A. Create ads based on real-time events: AT &T created ads during the Olympics that would include results from the finals the day after the finals. B. Create a real-time product: Uber C. Donate your product to those in need: Chilean miners trapped for weeks. Oakley donated sunglasses so when they emerged into daylight their eyes would be protected and they also got news coverage. 10) What is crowdsourcing? Why is crowdsourcing an important concept for marketing and PR? Provide examples. - CORRECT ANSWER A. Crowdsourcing involves taking a task usually performed by one or few people and distributing it among a crowd of people- outsourcing it to a crowd- via online social networks in real time. B. It is important, because it brings together tens of thousands of people to help and has tremendous potential for any business. C. Examples: Wikipedia, baked relief (using social media to get people to bake foods for people affected by the floods, volunteers, emergency workers, and military) 11) You Are What You Publish. Explain this statement. Why does DMS use Starbucks as an example in this chapter? - CORRECT ANSWER This means that you have to put your products and services aside for a little while and focus your complete attention on the buyers of those products. Ex: Starbucks is selling a place to hangout, convenient place for people to meet, free internet, saves you time, a little splurge. 11)Explain the importance of having clear goals for an organization. Provide examples. - CORRECT ANSWER The lack of clear goals and real measurement will lead you no where. Talk with management and set the right type of goals for your company. -Ex: Nonprofits, raise money, politicians, get the vote out, universities get apps and alumni donations. 11)Summarize buyer persona strategies used by Adele Revella. - CORRECT ANSWER A buyer persona profile is a short biography of the typical customer. The BP gives you a chance to empathize with the target, step out of your role, see it through a buyers' eyes. The BP includes information not he buyers background, daily activities, and solution for the problem. 11) Explain why DMS uses Shareholder.com as a good example in this chapter. - CORRECT ANSWER Shareholder.com was doing services in Canada and they needed to look into if there were direness in the words and phrases used in Canada. There were. Shareholder had done extensive buyer persona research and had created web content with the words and phrases used by the buyers. This helped them attract traffic from search engines. 11)List and explain key ways to reach buyers through developed website content. - CORRECT ANSWER - Create buyer personas - Research each of them - Create an editorial plan for each buyer persona - Figure out what each wants and build that all in one website - Reach their needs 11) List and explain key components of the marketing strategy plan (pp. 177-181). - CORRECT ANSWER - Who (buyer persona), what (problems you solve), why (how are you remarkable, proof), where( where are they, FB, Twitter, etc), how (what kind of company are you, keywords, creative/ design, tone of voice). - When create a todo list - Publishing information: what content (blog, fb, ebook, webinar, media, NR, podcast, etc). - Driving action: goals, purchase (donate, buy, renew), download, inquire (forms, apps, etc). 11)List and explain 3-4 reasons on why Obama won the 2008 election according to DMS. - CORRECT ANSWER - Focus on buyer personas: Targeted voters on a state by state basis. - Clearly and simply articulate what you want people to believe: "Change", use inclusive language vs. exclusive language. - Don't underestimate the importance of social media and the new rules of marketing and PR: Deliver content online. Email, face booked, MyBO, texts, etc. 12)According to DMS, what is thought leadership? Provide an example. - CORRECT ANSWER Thought leadership is creating content that will be a solution to people's problems and will not mention your company or product at all. - Tire manufacturer: Write an ebook or shoot a video about how to drive safely in the snow, promote it on your site, and provide it free for other companies. 12)What are the forms of thought leadership content? - CORRECT ANSWER White papers, e-books, email newsletters, webinars, wikis, research and survey reports, photos/ images/ graphs/ charts/ infographics, blogs, and audio/ video. 12) How should PR professionals create thoughtful content? List a few considerations. - CORRECT ANSWER - Do not write about your company and your products - Set a goal - Decide if you want free, with or without registration - Understand your audience -Use a great title, attention grabbers - Viral marketing, alert bloggers, reporters, analysts of the content and send links. 12)Why did DMS use Pragmatic Marketing as a thought leadership example? - CORRECT ANSWER They needed to find the salaries for product managers. They created a survey to reach their key demographic. If they told their salary and other job info anonymously, they would tell them everyone;s salary in the form of benchmarks. This is a TL, because it is creating content that helps solve the workers questions about salaries and doesn't mention the product/ company. 13)What is gobbledygook? Explain the analysis of gobbledygook by DMS. - CORRECT ANSWER Gobbledygook is using the same words over and over. The created a way to analyze and see how many of these words were being used. He first sought out to find the overused phrases and words and then scanned through news releases. He found innovative was the most used word/ phrase was innovate. 13)What is poor writing according to DMS? What is effective writing? Provide examples. - CORRECT ANSWER A. Poor writing: Using gobbledygook words, using words find and replace. Ex: Industry standard, groundbreaking, many technology companies write this way. B. Effective writing: When you write, start with your buyers, not with your product. Define the problem, use real-world language to convince their customers that they can solve their problem. Ex: Disney can target the problems, solution, and use words fit for the person they are trying to target 13)Summarize the example of brand journalism at Boeing. What are the key lessons? - CORRECT ANSWER Boeing focused on interesting stories rather than using technical terms and all. They gathered stories from all over the company. They also talked about technology from the perspective of the people. They showed videos that were effective, bc they weren't just product pitches. They also included the byline of the person who wrote it. It helps build a relationship. 14)What are the main elements of a buyer-centric web site discussed by DMS? List and explain a few characteristics. - CORRECT ANSWER - Include social media share buttons - Photos and images teller story - Interactivity between customers - Develop a site personality: Distinct, consistent, and memorable 14)How can RSSA deliver your web content directly to customers? Use examples to explain. - CORRECT ANSWER RSSA delivers web content directly to customers by reaching the niche customers and giving them the content that applies to their certain specific needs. Ex: Netflix- new releases, classics top 25, comedy, documentary, etc. Unlike email lists that is for the masses and does not appeal to a specific need. 14)Discuss the example of Franz Maruna, CEO of concrete5. Why does DMS use him as an example of good PR? - CORRECT ANSWER He is a good example of PR, because he provided a free, open-source software application, he built a community. He also had ad ons to that that people could pay for. 14)Summarize and explain how a content strategy grew business by 50 percent in one year. - CORRECT ANSWER They first understood how buyers solved problems, then developed buyer persona profiles, mapped the buying process for each, and created an internal content marketing agency. They created blog posts, video, and longer form content. They named the personas and the company blog is the homepage. Calendar based approach- He figured out when people go through their annual operating plan and focused on trying to sell. Through the other months he focused on building a subscriber base. The blog is also very organized by persona and market problem. 15) Explain why it's important to make your business site mobile friendly. Cite a Forbes-Google study mentioned in this chapter. - CORRECT ANSWER Loads quickly, fits on a small screen, few words. 15)Explain the importance of GPS and QR codes for marketing. Provide examples. - CORRECT ANSWER GPS: Mobile apps that make use of GPS technology include Facebook, foursquare, layer, goal, etc. They use sharing your location to get free promotions while they get their name out there to your followers. (Airlines, check in and get upgrades, earn free desert if you share your location) QR: Scan a code and taken to mobile website with more info, sometimes coupons. Ex: QR code for free music, link to blog, etc.) 15)Explain the mobile media room concept. Provide examples. - CORRECT ANSWER Companies need a content rich online media room filled with blog posts, videos, pod casts, ebooks, press releases, background info. Ex: A reporter has an app for a company she covers, she can see whats going on, garnet alerts, etc. 16)Explain how to use Facebook to market your product or service. Provide examples. - CORRECT ANSWER You should personalize it, typically put a logo as the profile picture. You can link blog posts and videos. The most useful aspect is that you can like and tag people. When you do that, the information is shown on your page and your friends can see what you are liking. Ex: Ocean Frontiers in the Grand Cayman created a challenge and when someone completes it, they get recognition on the Facebook as well as other things. This helps get the page so many likes 16)Explain how to increase engagements with Facebook groups and Apps. Provide examples. - CORRECT ANSWER A.To increase engagements with Facebook, people use groups. They use groups, because there interested people can gather for more in-depth conversations and information. Ex: ooVoo Facebook was created to communicate wit existing users and help build a larger population users as people discussed the service and shared it with heir friends. B.Apps are a good way to build your brand. A good way for marketers to be creative and try something new. Ex: Cities i've never been to- allows you to track where you've been. 16)Explain how to use Google + to market your product or service. Provide examples. - CORRECT ANSWER It directly ties you to how you and your company appears on Google search results. Google+ is one of the top results that shows up. You can use the hangouts (free video conference), record the conversation nd post the video to youtube. Some Google+ posts are appearing in the Google News real-time search engine. you can also create a business profile on Google+ that often posts, photos, or videos come up in searches. Search engine marketing 16)Explain how to use LinkedIn + to market your product or service. Provide examples. - CORRECT ANSWER -Involves brands or personalities creating pages to build and expand an online following, rather than direct advertising of products. -Used for professional social networking, meeting business partners and associates. Building relationships. Networking. -You use it to id buyers & potential partners, understand competitors, conduct market research, share info, and promote events. - Company profiles: See what company does and for whom, products and services they offer, and available positions, employees. Ex: KLM (Royal Dutch Airlines) has a meet and seat app where you can see who will be on the flight too. It allows you to put your Facebook or linketon profiles on there and you can ultimately try to sit next to your next potential customer, employer, etc. 16) Explain how to use Twitter to market your product or service. Use Mike Pownall as an example. - CORRECT ANSWER Post info that is important to update their network, concise. You have to put yourself out there as an interested member of the community. Special deals, updates, highlights. Don't use it as an ad channel to talk up your products. Mike Pownall: (Equine services) He used it by building relationships. Follow the vets, get to know their personalities, easier to develop relationships. His wife tweets about racing industry. They also tweet stories, ab other animals, animal cruelty, etc. 16) Explain the importance of personal branding. Why did DMS use Amanda Palmer from the Dresden Dolls as an example? Summarize her story and explain her success. - CORRECT ANSWER Personal branding is extremely important, because it gives your company or product a more human and down to earth sense. A person is more willing to help or buy something form someone that they feel they know. It builds a connection with the fan base and shows that you care. Amanda Palmer was working under a large music company that restricted her creative freedom, so she quit that label and used social media and a Kickstarter pitch to raise the funds to start and produce her music on her own. She raised 1.2 Million and did this because she had a great following and branded herself. She went out and connected with them. 16)Explain the benefits of other social media sites for PR and marketing. Use examples on pp.266-269. - CORRECT ANSWER - Tumblr: Use this for teenage audience and upload photos, video, and limited text. make the post appealing to the eye. - Vine:Use for quick demos or to capture the feeling of a location. The twitter for videos. - Myspace: Entertainment business- stream music, show vids, blog from road, post photos, provide info on tours. 16)How should PR pros optimize their social networking pages? List a few ideas by DMS. - CORRECT ANSWER - Target a specific audience, small niche -Authentic and transparent - Links! -Encourage them to contact you - Make it easy for them to find you - Participate, engage in online discussions become a leader 16)Explain the importance of social networking for crisis communication. Provide examples. - CORRECT ANSWER You need to communicate the facts and not sit in silence. - PSU Sandusky: Gather facts, report quickly, spokesperson, acknowledge peoples emotions, communicate regularly. PSU went silent, because they were not allowed to comment until Old Main commented. 17)What should PR professionals blog about to reach their clients? - CORRECT ANSWER Find a topic you are passionate about. Try to cover a niche audience. Don't try to be too broad and cover a bunch of stuff because there are already millions of other blogs. You want your blog to pop up when someone researches a question that your blog answers. 17)What are the most important blogging ethics discussed by DMS? - CORRECT ANSWER Transparency Privacy Disclosure Truthfulness Credit 17)List some ideas by DMS to pimp out your blog. - CORRECT ANSWER Give your blog a personality. Headers, links to amazon from the cover of the images of his books, links to face books and all. Images, masthead, photos, add ons, templates, etc. 17)Discuss the Sharpie Blog. Why is it used as an example of good PR? - CORRECT ANSWER It shows an additional use for the pens. Shows of the art work of the artists. joined in and added to the fun that other Facebook groups and fan sites had already laid the foundation for. 17)Explain why DMS recommends U.S. cities to blog. Provide examples. - CORRECT ANSWER - Texas: A two way conversation between residents nd gov officials to have a genuine transparent exchange of ideas. -Wrote about a shooting, brought the community together. -Washington had an initative where pot was legal for an ounce per person. The cops produced a humorous blog that answered some questions about it. 18)Explain why photographs are compelling content marketing. Use Zursun Idaho Heirloom Beans as an example. - CORRECT ANSWER Shoot original content that will speak to the buyers. Idaho produced pictures of their vegetables that enticed the buyers to buy their products. 18)Explain the strengths of Instagram for content marketing according to DMS. Provide examples. - CORRECT ANSWER Easy to create daily content. Almost no writing. Share it on other networks. 18)Explain the strengths of Pinterest for content marketing according to DMS. Provide examples. - CORRECT ANSWER Its a bulletin board where you can pin things you want to come back o later. Whole foods- you can produce boards specifically on a type of food, recipes, designer kitchens. "Dream holiday board" Visual. 18)Explain the strengths of Infographics for content marketing according to DMS. Provide examples. - CORRECT ANSWER They provide you information in a visual form. It is much easier to understand numbers and percentages with a visual. - Graphics on showing film ratings of sequels. - Metro maps. 18)Why is podcasting a great marketing tool? Provide examples. - CORRECT ANSWER 19)Explain how Mary McNeight used videos to showcase her expertise. - CORRECT ANSWER She started training her dog and she began to post videos online and now is an owner and trainer at a dog academy. She uses online videos and her website to show instructional videos. Its packed with tons of info 19)Explain how video created for buyers can generate sales leads. Provide examples. - CORRECT ANSWER Provide videos for a certain buyer, make it specific. -Attivio, software company, target a bunch of buyer personas. Each buyer persona has a video page made exactly for them. Video helps us convey info to a customer segment. 19)Explain why DMS believes podcasting a great marketing tool. Provide examples. - CORRECT ANSWER Regular updates, convince, cost effective. 20)Discuss the DMS' news release strategy. List 3-4 rules for news releases online. - CORRECT ANSWER -Write for your buyers -Reach market and potential customers. -Simultaneously post them to your website and send them to new rules wires. - Focus on keywords so that they come up in searches 20) Explain how PR professionals should use news release distribution services and RSS feeds. - CORRECT ANSWER A. News Release distribution services: use these to Send the news release to online news services (yahoo, bing, google). Indexed by news search engines and then when someone types in a keyword, the potential customer finds you. People who have requested alrerts about your industry will get a notification. B. RSS Feeds: Make it available to other sites, blogs, journalists, and individuals. This means that when you publish a NR, the NR is seen by those who have subscribed to a RSS content feed in your market category. Key words and phrases. 20) Explain why PR professionals should pay attention to keywords. Use CruiseCompete.com as an example. - CORRECT ANSWER Develop news release content that includes words and phrases that the people you want to view this NR are searching with. -Cruisecompete.com: travel sites. basically a google for cruises and the more common phrases you have, the more likely it is that people will find your content. 21)Why did DMS use The Kellog company as an example for best practices for newsrooms? Provide examples. - CORRECT ANSWER They use their newsroom as a tool to reach various audiences including reporters & editors. They learn about the needs of the news media and other stakeholders, then creates the right content. They also feeds news to consumers on their consumer site which is different then their newsroom site. They have the ability to chose if they post to both or one or the others. If they feel the consumer audience wants it they'll post it to both. This helps with search engines. 21)How should PR professionals design a newsroom and use a needs analysis (pp. 327-333). Provide examples. - CORRECT ANSWER -Need analysis: Analyze who the site fits into your marketing and strategy. -Optimize your NR for searching and for browsing. -Social networking links -Create background info that helps journalists write stories -Include multimedia content -Include detailed product specs - Go global if appropriate (languages, letter size) - Content for all levels of media understanding -List exec appearances, conferences, and trade show participation - Include call to actions for journalists -Avoid jargon 22)List a few new rules of media relations. Explain them. - CORRECT ANSWER -Include video and photos in your online media room -Personal relationships with reporters are important -Don't tell journalists what your product does, tell them how you solve customer problems. -News releases sent to reporters in subject areas they do not cover are spam 22)Discuss Launching Ideas with the U.S. Air Force. Why did DMS use the U.S. Air Force as as an example of good PR? - CORRECT ANSWER They introduce key military personalities and projects to the local media through a press release or visit to the sties, then the media just pulls info from the blog they created. The US Air Force posts photos, videos, and articles written by AFPAO's. They post blog posts included with tons of multimedia content that allows reporters who are looking for a story to come to the site, find the information and then use the blog posts to write their own stories. They also have their contact info on each post, so it makes it easy to contact the right PA staff member to get info. 22)Explain how PR specialists should pitch the media. List a few ideas offered by DMS. - CORRECT ANSWER -Help them see the bigger picture: Sometimes it's hard to see how a product/ service will fit in to the wider trend. -Explain how customers use your product/ work with your org instead of showing how a product works. -Follow up promptly with potential contacts:If you make a date, follow up to double check. 22)Explain how blog mentions drive mainstream media stories. Provide examples. - CORRECT ANSWER You need the content and then connecting to the right audience. The Apollo 12 DeDe calendar was posted on blogs who write about current events and technology. Quickly other blogs picked up the story and then so did the news and even SNL. 23)What is Newsjacking? Provide examples. - CORRECT ANSWER Newsjacking is the process of injecting your brand into the day's news, creating a twist that grabs eyes when they're open widest. Ex: Oreo during the blackout at the Super Bowl tweeted something that got everyone talking. Obama signed up for instagram on the same day that the Republican peritoneal candidates Iowa caucus. 23)List and explain the search-based techniques offered by DMS. - CORRECT ANSWER -Blog it and post it to your online media room. -Send a real-time media alert, publish your MA to your online media room and a press release distribution service. -Hold a live news conference with reporters and bloggers -Post it on google+ 23)Explain how to find news to jack. Provide examples. - CORRECT ANSWER -Be open to happy accidents -Monitor keywords, phrases, and clouds -Track journalists and media outlets -Follow twitter hashtags 23)Explain the cons of newsjacking. How could it damage your brand? - CORRECT ANSWER TO be successful, attempts at newsjacking must have a legitimate tie to the story, especially when he story is about a disaster, death, or any other negative event. It could damage your brand if you take advantage of a situation and shed a light on it wrong. For example: During hurricane sandy, InStyle wrote an article about beauty treatments and how to pamper yourself. Also, American Apparel offered a sale to those affected, "incase they were bored during the storm" 24)What is Search Engine Marketing? What is SEO? Use examples to explain how to use SEM and SEO for promotion and sales. - CORRECT ANSWER SEM: Search engines reach your buyers directly. SEO: Search engine optimization- Art and science of ensuring that the words and phrases on your site, blog, etc are found by search engines and is given big rankings. - When someone searches for something on the internet, they are looking for something specific. You want your product or service to come up, so you need to make sure there are the right key words in there to get your site to pop up first. - SEM is focused on reaching your buyers on the search engine. A technology company wanted to be the first thing to come up whens someone searched signal integrity, so he created a blog specifically for it. Add great content for your buyers to improve. 24)List landing page guidelines discussed by DMS. Explain these guidelines. - CORRECT ANSWER -Make LPC short and graphics simple. -Create it with your company look, feel, and tone. An extension of your company, so keep the same feel. -Make the call to action clear and easy to respond to. -More than 1 CTA: you never know what willa appeal to one person. Free trial, white paper, ROI calc, etc. -Ask for necessary info- when doing sign ups don't ask for random info, they will loose interest. 24) Explain the long tail of search. Explain your own search engine real estate. - CORRECT ANSWER Think of this approach of rigging thousands of individual baited hooks on a long line and exposing them at precisely the right time to catch the species of fish you want. You want to not use a general term like "vacation" make it specific like "Costa Rican Adventurous vacation" -Creating your own search engine real estate: If you want to be found on the web, use a unique identity for yourself, your product, and company to stand out. Use a middle name, search to make sure a title isn't taken. Also, don't use special characters, not easily indexed by search engines. [Show More]

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