Chapter Questions
How might brands imitate Iceland's use of social media to engage their target audiences?
Appraise the concept of word-of-mouth communication and consider its use within social networks.
Make brief notes concerning the ways in which marketing communications should be used within online communities.
Explain the basic principles of search engine marketing.
Describe the way in which both search engine optimisation and pay-per-click systems operate.
Write a report examining the use of email as a form of marketing communications. Find examples to support the points you make.
What are the advantages and disadvantages of using SMS as a primary form of communication?
Discuss the three key elements that Kirby associates with successful viral marketing.
Goddard (2010) suggests that apps can be categorised into four types. What are they and how are they different?
What is a cookie and why are they important to affiliate marketing?