Online PR vs. Traditional PR
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Questions and Answers

What is a key characteristic of online public relations compared to traditional PR?

  • The audience is disconnected from each other.
  • The audience members only communicate with organizations.
  • The audience has access to a wider range of information. (correct)
  • The audience relies solely on organizations for information.

Which statement accurately describes the audience in online PR?

  • The audience can actively pull information as needed. (correct)
  • The audience is dependent on traditional media outlets.
  • Audience members do not interact with each other.
  • The audience has limited access to information channels.

How does online PR differ in audience engagement compared to traditional PR?

  • Audiences in online PR are more passive.
  • The audience is less informed in online PR.
  • Online PR allows for audience-to-audience connections. (correct)
  • Audience feedback is not considered in online PR.

In online public relations, how does the audience's access to information compare to traditional PR?

<p>Audiences have direct access to various information sources. (D)</p> Signup and view all the answers

Which aspect of online PR highlights the proactive nature of its audience?

<p>The audience actively pulls information as they seek it. (A)</p> Signup and view all the answers

What is the primary function of crawling in the context of search engines?

<p>Identify relevant pages for indexing and assess changes. (D)</p> Signup and view all the answers

Which of the following best describes the process of indexing?

<p>Finding the most relevant pages for a search query. (D)</p> Signup and view all the answers

What role do backlinks play in search engine ranking factors?

<p>They contribute to the overall scoring of a document. (D)</p> Signup and view all the answers

Which step directly follows the crawling process in search engine operations?

<p>Indexing of pages. (A)</p> Signup and view all the answers

Which factor is most critical for ensuring that a web page ranks high in search results?

<p>The matching of web page copy to searched key phrases. (C)</p> Signup and view all the answers

What is the primary purpose of a conversion email?

<p>To persuade recipients to try a service or buy a product. (A)</p> Signup and view all the answers

What is the function of a regular e-newsletter?

<p>To update consumers on the latest products or promotions. (B)</p> Signup and view all the answers

What does a house-list campaign typically aim to achieve?

<p>To support objectives like repeat purchases or customer reactivation. (D)</p> Signup and view all the answers

Which type of email involves a series of messages triggered by customer behavior?

<p>Event-triggered or behavioral emails. (B)</p> Signup and view all the answers

Which option best describes the nature of event-triggered emails?

<p>Automated follow-ups based on customer actions. (D)</p> Signup and view all the answers

Which of the following is NOT a fundamental element of word-of-mouth (WOM) marketing?

<p>Increasing brand visibility through paid ads (A)</p> Signup and view all the answers

What is the primary mechanism through which viral marketing spreads its message?

<p>Natural sharing similar to a virus (A)</p> Signup and view all the answers

Which of the following actions is crucial for studying word-of-mouth marketing effectiveness?

<p>Listening to supporters, detractors, and neutrals (C)</p> Signup and view all the answers

In the context of social media marketing, which strategy would best encourage customer communications?

<p>Encouraging dialogues and interactions (D)</p> Signup and view all the answers

Which of the following aspects is essential for making it easier for individuals to share information in a marketing context?

<p>Offering user-friendly sharing tools (B)</p> Signup and view all the answers

Which marketing strategy focuses on creating entertaining or informative messages to be shared electronically or by email?

<p>Viral marketing (C)</p> Signup and view all the answers

What is the primary focus of community marketing?

<p>Supporting niche communities with relevant tools and content (A)</p> Signup and view all the answers

Which of the following best describes the practice of influencer marketing?

<p>Identifying opinion leaders who can influence others' purchasing decisions (D)</p> Signup and view all the answers

What is the purpose of conversation creation in marketing?

<p>To initiate word-of-mouth discussions through engaging content (C)</p> Signup and view all the answers

In brand blogging, what is emphasized in the communication approach?

<p>Open and transparent sharing of valuable information (B)</p> Signup and view all the answers

Flashcards

Online PR Audience Connection

In online PR, audiences are directly connected to organizations and each other.

Online PR Audience Interaction

Online PR audiences interact and connect with each other, influencing information flow.

Online PR Information Access

Online audiences have access to vast amounts of information beyond organizational control.

Online PR Information Retrieval

In online PR, audiences actively seek and retrieve information.

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Online PR vs. Traditional PR

Online PR differs from traditional PR where audiences are more connected, interactive, and in control of information retrieval.

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Crawling

The process of identifying new or updated web pages for indexing, like a robot exploring the internet to find new information.

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Indexing

Storing and organizing web pages for easy retrieval, similar to creating an index for a book.

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Ranking

Determining the order of web pages in search results based on relevance to the search query.

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Backlinks

Links from other websites pointing to a specific page, acting as votes of confidence.

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Search Engine Ranking Factors

Elements that influence a website's position in search results, such as keyword relevance, backlinks, and content quality.

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Conversion Email

An automated email sent to a website visitor who provided their email address. Its purpose is to persuade them to try a service or buy a product.

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E-newsletter

A regular email sent to keep customers updated on new products, promotions, or industry developments.

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House-list Campaign

Periodic emails sent to existing customers to encourage repeat purchases or reactivate those who haven't used the service recently.

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Event-triggered Email

An email sent automatically based on a specific customer action or event, like a welcome email for new sign-ups.

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Behavioral Email Sequence

A series of emails sent to customers based on their actions or behaviors, with the timing and content determined by the marketer.

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Social Media Marketing

Using platforms like Facebook, Twitter, and blogs to engage customers and promote your company.

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Viral Marketing

Spreading your message quickly throughout the internet like a virus, hoping people share it.

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Word-of-Mouth (WOM) Marketing

Encouraging customers to talk about your products and services.

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Educating People

Providing clear information about your products or services to spark conversation.

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Identify Shareable People

Finding customers who are most likely to share their experiences with others.

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Buzz marketing

Using popular entertainment to get people talking about your brand.

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Community marketing

Supporting or forming groups of people who share interests related to your brand, providing them with tools and information.

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Influencer marketing

Partnering with people who have influence in specific communities and can sway opinions about your products.

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Conversation creation

Using engaging ads, emails, or promotions to spark word-of-mouth conversations.

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Study Notes

Online PR vs. Traditional PR

  • Online PR connects audiences directly to organizations.
  • Online audiences are interconnected, sharing information.
  • Online audiences have access to various information sources.
  • Online audiences actively seek information.

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Description

Explore the key differences between Online Public Relations and Traditional Public Relations. This quiz assesses your understanding of how online audiences engage with organizations and the significance of direct connection in modern communication strategies.

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