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

Describe the structure of social media.

Which media type provides high geographic and demographic audience selectivity, short lead-time for producing and placing ads, and online access to most broadcasts?

$\text{SOCIAL MEDIA MINI CASE:}$ 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, when consumers shared the messages about the Wienermobile Run with their friends, it was an example of ________.

Research indicates that companies with low credibility and poor reputations should create ________ mobile ads.

Ford developed a series of ________, or short videos shown online featuring entertainment centered around its Focus brand, aimed at college students and the active lifestyle.

________ is the measure of the amount of time from the start of the visit until the end of the last activity on the page.

________ during a visit include entering contests, responding to polls' questions, redeeming coupons, playing games, posting comments, sending messages, inviting friends and downloading or uploading materials and applications.

When a company that produces cookies heats bus shelters in Chicago and makes them smell like fresh-baked cookies, they are engaged in ________.

Social media only reaches young consumers.

________ consist of messages sent via channels that are not owned by the marketers, who pay for using the channels.

Impression-based targeting occurs when advertisers pre-negotiate prices for advertising space in media whose audiences largely match the profiles of the target audience.

Which of the following is a characteristic of effective social media campaigns?

Promotions placed on social media employ ________, which are digital tracking devices that enable senders to monitor the receivers' responses precisely and immediately.

What is the primary reason for growth of mobile advertising?

What company is the largest provider of data and targeting tools that advertisers need for impression-based targeting, as well as the major supplier of real-time bidding to advertisers seeking impressions among consumers who fit certain criteria?

Results to a consumer's search query that appear even though an advertiser is not paying Google for them are called ________ search results.

Google identifies searchers' zip codes via their IP addresses.

________ are chunks of software - installed on one's computer, tablet or smartphone - that are gateways to games, online resources, and social networking.

Portable people meters are small devices, equipped with GPS, that consumers clip onto their belts and wear all day in exchange for monetary incentives.

If Walmart pays Facebook when a Facebook user clicks on Walmart's ad, Walmart is utilizing ________.