Scenario 19-1 Hallmark Cards Is Just One of Thousands of Companies That

question 56

Multiple Choice

Scenario 19-1
Hallmark Cards is just one of thousands of companies that have a strong online presence. Hallmark's Twitter account and Facebook page allow the company to talk directly to customers and also let customers talk to each other. Hallmark Social Calendar is a Facebook app that helps users stay on top of special events such as birthdays and anniversaries; customers can use the app to send electronic cards to their friends' PCs and cell phones. In addition, Hallmark operates several blogs, where it shares anecdotes about the company and often solicits opinions on various aspects of greeting card design and on ideas for gifts and their pricing. The company encourages Facebook fans to talk about their lifestyles and even upload photos of themselves so that it can better understand its market. The conversations consumers have with each other often result in interesting insights, such as gift ideas for specific occasions and the prices they are willing to pay for different gifts.
-Refer to the scenario. How is Hallmark's Facebook page best characterized?

• A)owned media
• B)secured media
• C)shared media
• D)paid media

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Definitions:

Igneous Rock

Rock formed through the cooling and solidification of magma or lava, foundational to the Earth's crust.

Subsurface Mining

A method of extracting minerals and ores from beneath the earth's surface, involving tunnels or shafts, as opposed to open-pit or surface mining.

Room-And-Pillar

A method of mining that involves excavating rooms while leaving columns or pillars of material to support the mine roof.

Subsurface Mining

The extraction of minerals and ores from underground, involving tunnels or shafts to access geological resources deep below the earth's surface.