Question

1. As the influential message sources of earned media are outside the control of a marketing manager, the messages may be negative toward the brand.

True or False

2. When a customer posts a review on Amazon about the difficulties he faces while using his new hairdryer, it is considered an example of earned media.

True or False

3. Though an infographic may be well-designed, it captures less attention and gets passed along less readily than a text-heavy website.

True or False

4. Pass-along occurs when a customer makes a recommendation for a specific brand to another customer and may include advice or suggestions against a brand.

True or False

5. The typical promotional objectives of e-mail newsletters are maintaining relationships, reminding customers, and cross-selling.

True or False

Answer 1

1. True

Earned media is not that kind of media in which management can have influence on it. If our brand is good enough then earned media helps a lot. The messages will have either positive/negative impact on the brand. Even though the marketing manager doesnt have control over the sources, earned media is one of the most trusted media and influences a lot on customers. If the source of earned media is not satisfied with our brand, then there will be negative impact on the brand. word of mouth is one of the example.

2 True

Posting a review is one of the types of earned media. We did not pay for him for posting the review. He did it himself based on our actions i.e., our product[which requires our action to be produced].In this case customer faced difficulties while using our hairdryer, hence there is an negative impact on the brand.

3. False

The very reason infographic is popular is that content with heavy texts does not often gain attention. Infographic on the other hand presents the content with few words and uses diagrams or images or bar charts accordingly to make the content more attractive and engaging.Therefore information can be easily communicated and captures high attention by using infographics. More creative infographics are more attentive they are.

4.False

Pass along occurs when a customer passes something which he received from someone, in this case it is the company. Recommendation against or in favourable of brand is a word of mouth and it does not amount to pass along , as it is solely based on customer experience.There is no pass along in this case.

5.True

With regular email newsletters , we can constantly interact with the customers, as it becomes impossible to interact face to face with huge customer base, this form of communication helps in maintaining relationships with the customer and also cross selling can be promoted easily with the email newsletters.