How do the reach and control of marketing communications in owned, paid, and earned media differ?
Why must advertisers be concerned about both the effectiveness and efficiency of media buys?
In what ways do companies use the Internet for marketing public relations, sales promotion, and direct marketing?
What are the five levels of user engagement? Provide an example of each.
How do social recommendations and referrals differ from ratings and reviews?
What are the five levels of relationship intensity and why do e-marketers strive to move customers to the top level?
Describe the differences among the tree pillars of relationship marketing.