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providing the platform for launching companies that grow to
be quite large.
All of the above
Question 11.11. (TCO 4) Which of the following pairs represent an
advantage and a disadvantage of marketing to a mobile phone
rather than a fixed computer? (Points : 5)
Mobile phone users are accustomed to advertising
interruptions while fixed computers have limited links to retailer
websites.
The mobile phone is operating most of the time, but the
interactivity is less than a fixed computer.
The screen size of fixed computers is larger, but screen
enlargement overcomes that limitation in mobile phones.
Fixed computers can provide advertising based on where you
happen to be while mobile phone advertisements are limited to
product categories.
Question 12.12. (TCO 4) The rapid spread of brand communities
has been one of the major impacts of social media. The Harley
Davidson Owners Group is one example of an informal network of
people with similar interests who use social media to bond and share
information. Why are these brand communities effective? (Points :
5)
The cost of consumer-oriented publications is too expensive.
Consumers now trust their peers more than any source for
product information.
Consumers no longer trust salespeople.