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Reflection lectures Digital Food Marketing (MCB52806)
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Reflection lecture notes Digital Food Marketing (MCB52806).
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Digital Food Marketing – Reflection lecturesWeek 2
1) This is an example of faceted navigation. Several filters combined.
2) Which type of touchpoint includes being part of a multivendor loyalty program (e.g. Airmiles)?
Partner-owned touch points. Jointly designed by company and partner.
- Examples brand-owned touch points, customer-owned touch points (review that they write
themselves), social/external touch points (peer influence, influence in the surroundings /
other information sources that are independent, Consumentenbond)
3) e-WOM is beyond the company’s control
True. Important as a company to check what is said about you and respond to it. Make sure that
it does not become a big issue / negative publicity.
4) When the goal of UGC is to promote a product/service and it is directed to the organization, the
UGC type is ...
Co-communicating (C2B)
- Informing: product promotion, C2C (for example, reviews)
- Co-creating: product innovation, C2B
- Pioneering: product innovation, C2C
Co-communication is related to the communication part, whereas co-creation doesn't necessarily
involve the consumer sharing their creation online, or communicating about it. Co-communication
relates to promotion, co-creation not necessarily.
5) Online rating and online review are synonyms
False, an online review provides you with more information than an online rating.
, Week 3
1) Search Engine Marketing (SEM) includes:
A. SEA
B. Unpaid search results
C. SEO
D. All of the above
2) What is a landing page?
A. Social media profile age
B. Destination page a user arrives on after clicking a link
C. Page marketers create to showcase banner ads
D. A website’s home page
3) An email sent to someone who has not opted-in or given permission to be emailed is called:
A. Lead nurturing – feeding info to your customer until it becomes a customer
B. Spam
C. Email blocking
D. Inbound marketing
4) What are banner ad networks?
A. Multimedia broadcasting networks
B. Social networks based on banner ad best practices
C. Networks that act as brokers between advertisers and publishers
D. Networks that compile and share banner advertising advice
Take care of your ad placement.
5) According to Chaffey and Ellis-Chadwich (2019), online reviews are being categorised under:
A. Search engine marketing
B. Online PR
C. Online partnerships
D. Display advertising
E. Email marketing
F. Social media marketing
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