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

AOL is the largest entity online.

Which media type reaches geographic, demographic, and interest-focused groups with relatively precise targeting and visually high-quality ads that have high credibility, long message life, and increased exposure due to pass-along readership?

Social media is only used by large, well known brands.

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

________ is the measure of the proportion of viewers who interact with an ad or application.

Google's most prominent use is ________.

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.

What are the steps to design a social media campaign?

A billboard with a built-in camera snapped pictures of passersby and posted them on the billboard with the notification of "Person of Interest Identified" to promote a new show on citizen-surveillance. The category of media the billboard falls into is ________.

Which of the following is NOT one of the four kinds of information that is typically requested from social media users?

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

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

Which of the following is a characteristic of effective social media campaigns?

Best Buy uses Twitter effectively by having qualified employees answer technological questions for about 40,000 followers.

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

A creative mobile promotion offered by a restaurant, which gives consumers a live video feed from its kitchen to their mobile phones, is called ________.