Review

Read the following statements and determine which principle from a recognized framework on two-way digital dialogue each one represents:

1) The institution promptly replies to live chat queries in real time.

2) The bank openly shares its data protection policies.

3) Representatives encourage real customers to voice criticisms without restrictive moderation.

• (1) Commitment, (2) Empathy, (3) Risk

• (1) Propinquity, (2) Transparency, (3) Risk

• (1) Propinquity, (2) Risk, (3) Commitment

IKEA invests heavily in behind-the-scenes content, Q&A sessions, and open feedback channels across its social platforms, hoping to connect more authentically with customers. Which concept from the theory that stresses cultivating positive ties with all relevant groups is IKEA illustrating by sustaining genuine conversations and actively listening?

• A data-driven system focused solely on analytics-based targeting

• A  method emphasizing meaningful rapport beyond mere transactions

Match each marketing focus to the correct ‘R’ in the 3 “R”s of Influence:

1) Targeting millions across diverse regions.

2) Aligning product with nutritional preferences.

3) Gauging long-term loyalty shifts post-campaign

• (1) Resonance, (2) Relevance, (3) Reach

• (1) Relevance, (2) Resonance, (3) Reach

• (1) Reach, (2) Relevance, (3) Resonance

Tesla leverages Twitter for Q&A sessions where followers ask about vehicle features. Company engineers occasionally disclose pre-launch insights, inviting candid reactions, even if it could spark negative publicity. Which principle from Kent & Taylor’s model focuses on accepting possible criticism and allowing open discourse as part of genuine engagement?

• Transparency

• Resilience

• Risk

A video game studio adopts VR demos at conventions, seeking to accelerate early adoption by highlighting innovative gameplay and ease of use. According to Diffusion of Innovation, demonstrating the product’s quick learning curve and “wow” factor helps in boosting its ________.

• Rate of adoption among initial consumers

• Resistance to mainstream popularity

Using Gamification theory, the AR component in Pokemon GO primarily leverages points, levels, and discovery mechanics to encourage ________ across diverse geographic locations.

• Sustained user engagement and repeated real-world interactions

• Minimal brand recall through passive, one-time involvement

• Collectible-based retention without physical movement incentives

Booking.com is looking to improve its social media presence to attract more property owners to list their accommodations. They decide to develop a comprehensive social media plan that aligns with their business objectives. Which initial step should Booking.com take to ensure an effective social media plan for attracting new property owners?

• Start posting random property listings on all social media platforms

• Hire local influencers to generate viral interest

• Identify and understand the target audience of potential property owners

Adidas is analyzing the customer journey on their online platforms to optimize their digital sales funnel. In the digital sales funnel, the stage focused on turning engaged users into paying customers is known as the _____ stage.

• Awareness

• Conversion

• Consideration

Expedia plans to use retargeting in its social media ad strategy to encourage previous website visitors to book a trip. What is the primary benefit of using retargeting ads in Expedia's social media campaigns?

• Reinforcing brand messaging to users who have already shown interest

• Reaching new audiences unfamiliar with the brand

• Increasing organic reach through unpaid posts

A high-end coffee brand hosts multi-sensory “taste tours,” combining curated music, unique aromas, and interactive brewing stations. Attendees sample various blends and learn about the brand’s sourcing practices, driving both product awareness and emotional connections. According to Pine & Gilmore’s Experience Economy model, which dimension is the coffee brand most effectively targeting through this immersive, multi-sensory event?

• Escapist dimension, where consumers actively participate and immerse themselves

• Entertainment dimension, focusing solely on passive viewing

• Aesthetic dimension, offering purely visual design elements