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

________ 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 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.

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

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?

Which company used to allow agents to run their own Facebook pages freely, but now employs a mechanism that monitors what agents say on their Facebook pages for compliance?

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

Provide three examples of effective Tweeting from marketers.

________ 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.

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

Effective social media advertising is the result of ________.

A recent survey conducted by The Wall Street Journal identified the number and type of permissions sought by the most popular apps. Identify and briefly describe the four basic kinds of information asked of app users.

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.

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

Friends permissions include requests to share users' highly personal aspects, such as political or religious affiliation and/or sexual orientation.

The type of Twitter user that follows about the same number of users as follow them is known as a ________,

What is the primary reason for growth of mobile advertising?

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

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

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.