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

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.

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.

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, the use of Twitter is an example of ________.

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

________ is/are a new means to transmit messages that have been fundamentally changing traditional promotional strategies

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

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?

Companies from which country are currently spending the most annually on mobile advertising?

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

Which of the following is NOT one of the most widely used platforms to transmit social messages?

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

Which media type provides access to large audiences, offers the ability to design and publish ads quickly, has considerable clutter, and offers messages with short lives?

Identify the characteristics of mobile ads.

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

Lonnie is responsible for online customer acquisition at a direct marketing firm. His objective is to drive low-cost, high quality traffic to the company's website. Which metric would be the best indicator of how efficiently he spent his online advertising budget?

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

Which of the following is a perceived weakness of the audience measures used by Nielsen?

________ is a service offered by Google that evaluates the effectiveness of websites and profiles their users.

________ feature(s) brands embedded in video games that are played at home, in arcades, or online.

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