Deliverable Length:   300–500 words

Primary Response: Within the Discussion Board area, write 300–500 words that respond to the following questions with your thoughts, ideas, and comments. This will be the foundation for future discussions by your classmates. Be substantive and clear, and use examples to reinforce your ideas.

For this Discussion Board, please complete the following:

As more customers shop online, connecting with them is more important than ever. For example, Amazon is a popular online site for ordering almost anything. The brand is always in the news, illustrating the importance of public relations in trusting the brand. You will often find various forms of advertising about the brand—from digital pop-up advertising to traditional television customers and a social media presence—encouraging customers and others to try the brand. From a public relations perspective, you will sometimes find a variety of articles from sites covering business news, profits, and executive leadership at Amazon. There are other popular online sites that use public relations and advertising to keep the brands in the news for customers.

• What is a product that you might purchase or have purchased online?
• How do you think online shopping has attained its dominant seller position? How did it attain its position in your shopping life?
• What balance do online sellers use in brand marketing relative to advertising (paid media), public relations (earned media), or social media (owned media)? Share some examples.

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