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

________ measure how many consumers were exposed to the message and its characteristics.

________, which are small devices that monitor codes embedded into audio streams of media that consumers receive which are equipped with GPS, that consumers clip onto their belts and wear all day, were developed by ________.

The ability for smartphones to communicate with each other wirelessly without Wi-Fi is called ________.

$\text{SOCIAL MEDIA MINI CASE:}$ 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 the marketers from Kraft Foods wanted to determine which team had the most loyal, long-term followers during the summer-long road rally, they would track ________ to the team pages on the website.

Companies from which country spend the most annually on branded entertainment?

________ is the measure of the number of pages that users have clicked through.

Identify and briefly describe the four types of value mobile devices provide to users.

The largest syndicated research company that assesses how many consumers received a message and constructs a profile of those who received it is ________.

________ is the measure of the total cost of placing the application or ad divided by the number of unique visitors.

When Chandler, one of the characters on the television show Friends, drank YooHoo chocolate flavored beverage, it was an example of ________.

Identify and briefly describe four of the nine metrics used to analyze websites' visits.

________ is a technique that allows advertisers to reach the right user, in the right place, at the right time and assign an individual value to a particular ad impression.

Marketers can track actions and optimize ads with apps on smartphones the same way they do on computers when consumers are surfing the Internet.

Before the recent report that indicates U.S. companies have spent more on mobile advertising than any other country, which country was the leader in mobile advertising?

Employees should be encouraged to Tweet without guidelines or monitoring for compliance so they feel free to express themselves.

Which of the following is NOT one of the elements of social media?

The process of turning visitors into users/shoppers is also known as ________.

Which capability is identified as the outstanding capability of mobile advertising?

The type of Twitter user that has many followers but follows very few, if any, users, is known as a ________.

________ include the number of unique visitors participating, the number of links related to the conversation that participants reach during the conversation, the duration between the first and last posts during the conversation, and the average time between posts.