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

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

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 ________.

Which of the following is one of the measures of one's degree of influence on Twitter?

Which of the following is NOT a type of data available on Google Analytics?

________ consist(s) of communications that target consumers in captive and less cluttered environments outside of their homes.

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

Which media type offers two-way communications between subscribers and providers of cable or satellite TV, enables marketers to send addressable ads and deploy interactivity between the sender and receiver, and enables marketers to measure the persuasive impact of their messages quickly and effectively?

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

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

iPhone or iPod users can use special software that enables them to browse through products offered by Amazon.com and other large retailers.

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

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 elements of social media?

Where are mobile advertisers spending most of their money?

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

Identify the characteristics of effective social media campaigns.

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

Apps collect users' personal information and provide the information to the app developers.

Two of the down sides of Twitter are: (1) it has become a popular mechanism of consumer complaints, and (2) hacked Twitter accounts have embarrassed and damaged the reputations of numerous brands.

Marketers should aim to develop a single message that would appeal simultaneously to its total audience.