Social media has allowed for a type of marketing in which companies initiate and facilitate conversations called​ what?

A. Brand community marketing

B. Viral marketing

C. Community-building marketing

D. Public relations

E. Conversation marketing

Answer: E. Conversation marketing

Which of the following includes a variety of communications with stakeholders to build a favorable corporate​ image?

A. Brand communities

B. Conversation marketing

C. Social media releases

D. Public relations

E. Press releases

Answer: D. Public relations

Which of the following relies on others to create promotional​ messages, resulting in less control over the​ message?

A. Comparative advertising

B. Personal selling

C. Reminder advertising

D. Social media

E. Hybrid media

Answer: D. Social media

A local retail chain has just established Twitter and Facebook accounts in the hopes that it will not only draw a larger customer base but also gain feedback from its​ customers, thereby allowing it to be closer with its target markets. Each week it announces​ sales, adds pictures of new​ products, and creates forums asking​ customers' opinions on certain matters. This is an example of​ __________.

A. advocacy advertising

B. personal selling

C. direct marketing

D. consultative selling

E. conversation marketing

Answer: E. conversation marketing

Which of the following is a short message sent to the media on a topic of potential news​ interest?

A. Press release

B. Public relations release

C. Press conference

D. Social media release

E. Direct-to-consumer press release

Answer: A. Press Release

Another name for​ word-of-mouth marketing is​ _________.

A. voluntary marketing

B. community participation marketing

C. social media marketing

D. viral marketing

E. user-generated content marketing

Answer: D. viral marketing