Exam 8: From Print and Broadcast to Social Media and Mobile Advertising

Effective social media advertising is the result of ________.

Identify the characteristics of effective social media campaigns.

Social media depend on mobile and web-based technologies to create highly interactive platforms via which individuals and communities share, co-create, discuss, and modify user-generated content.

Which is the correct order of the steps to design effective social media campaigns?

________ consist of messages sent by marketers and delivered to consumers via channels that the marketers control.

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices make consumers feel good and relaxed when using the device.

Mobile devices provide four types of value to users. ________ value describes the characteristic that the value consumers receive for the money exceeds the value consumers receive from using non-mobile devices.

________ is the measure of the proportion of viewers who interact with an ad or application.

________ consist of channels where consumers pass along messages about brand to one another.

A creative mobile promotion offered by a restaurant, which gives consumers a live video feed from its kitchen to their mobile phones, is called ________.

A billboard with a built-in camera snapped pictures of passersby and posted them on the billboard with the notification of "Person of Interest Identified" to promote a new show on citizen-surveillance. The category of media the billboard falls into is ________.

Smobile (in "Smobile Web")stands for ________.

$\text{SOCIAL MEDIA MINI CASE:}$ In the summer of 2013, Kraft Foods' annual tour of the Oscar Mayer Wienermobiles became a cross-country road rally called the Wienermobile Run. Consumers were encouraged to follow the promotion on social media like Facebook, Instagram and Twitter and share messages about the Wienermobile Run with their friends. The men and women who drove the six Wienermobiles, also known as Hotdoggers, were divided into teams. Each team's vehicle had its own name. Teams raced around the country to accumulate points. Drivers performed tasks or challenges submitted by the public on a website, wienermobilerun.com. The goal was to get consumers to engage on a deeper level with the Wienermobiles by introducing games in order to take advantage of a trend toward gamification. They also allowed consumers to use social media to request the Wienermobiles show up at their events to give consumers a more visceral experience with the vehicles. -In the SOCIAL MEDIA MINI CASE, how could Kraft Foods measure each team's degree of influence on Twitter?

Google's most prominent use is ________.

Social media is only used by large, well known brands.

Which media type reaches geographic, demographic and interest-focused groups with relatively precise targeting and visually high-quality ads that have high credibility, long message life, and increased exposure due to pass-along readership?

Retargeting occurs when ads for specific products that consumers have pursued online follow them and show up repeatedly whenever they go online using the same computer.

Which of the following is a limitation of mobile advertising for marketers?

If a consumer looks up a pair of Cole Haan shoes on Rue La La's website, and then an ad promoting Cole Haan's sale follows her and shows up when she is reading her newsfeed on Facebook, the marketer is engaged in ________.

Which media type offers two-way communications between subscribers and providers of cable or satellite TV; enables marketers to send addressable ads and deploy interactivity between the sender and receiver; and enables marketers to measure the persuasive impact of their messages quickly and effectively?