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

________ includes means of interactions among people in which they create, share, and exchange information and ideas in virtual communities and networks.

Binge viewers are people who record an entire season of a TV series and then watch all the episodes consecutively and without commercials.

$\text{SOCIAL MEDIA MINI CASE:}$ 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, if Kraft Foods pays Facebook when a Facebook user clicks on the Wienermobile Run ad, Kraft Foods is utilizing ________.

Which of the following is NOT one of the advantages of impression-based targeting?

Mobile advertising accounts for ________ percent of the total advertising spending in the United States and worldwide.

Users "pay" for the Facebook service by providing Facebook with data about their interests, hobbies, activities, opinions, shopping, friendships, and social contacts.

What are the advantages of impression-based targeting (relative to segment-based targeting)?

Google Analytics measures how many consumers were exposed to messages in magazines and radio and the characteristics of those consumers.

AOL is the largest entity online.

What are the steps to design a social media campaign?

Provide three examples of effective Tweeting from marketers.

In ________, advertisers specify the criteria of the persons they wish to reach online and then bid in real time for the opportunities to reach such people.

Receivers' interest in segment-based targeted ads can be determined immediately by observing the elements they click on within the ads, how long they stay at the website, and how often they return.

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices help consumers feel accepted by others and may impress others.

________ is the measure of number of visitors to the website that have accessed the website's content.

________ is sending promotional messages to consumers' cell phones, iPads, electronic readers, and other devices that people carry while on the go.

________ is the measure of average number of times a user returns to the site in a specific period.

Mobile devices provide four types of value to users. ________ value describes the characteristic that mobile devices save time and money and make life easier and more efficient.

Google's online display ads vary according to users' profiles or search patterns.

When measuring the demographics of a site's visitors, marketers are likely to be concerned with ________.