Exam 17: Using Social Media and Mobile Marketing to Connect With Consumers

All of the following considered by brand managers as they determine their social media content except which?

Figure 17-4 -According to Figure 17-4 above, B is the performance measure referred to as

In a recent survey of small-business owners, 41 percent see ________ as potentially beneficial to their company-more than twice that for the other major social networks discussed in the textbook.

Smart systems are

Twitter is

A business hopes to generate large online sales through posting ads on social networking sites but only wants to pay when an ad actually generates a sale. That firm should use the performance measure of

What are the three performance measures brand managers typically use to assess the inputs or costs of social media? In your response, provide an example of what the payment terms would be for an advertiser. Also, identify the advantages and disadvantages of each metric.

The marketing challenge for the brand manager using a Facebook page is to post and create content that will generate the best response. This goal can be accomplished by all of the following except which?

Social networks are

If a brand manager wants to explain the benefits of using a complex product to consumers, the best social network to use is

In terms of performance measures important to marketing managers, unique visitors are

What is meant by "convergence" of real and digital worlds? What are some of the marketing actions a brand manager can take to exploit the convergence?

Snapchat recently released a link to an augmented reality image of Michael Jordan, which showed the basketball player wearing the newest model of sneakers. Users could then "walk around" Jordan, view the product, and tap into the Snap Store to make a purchase. This is an example of

An active consumer who is "delighted" with a brand and its message and then communicates with their online friends and the company about the joys of using the brand is referred to as

In terms of performance measures for social networks, fans are

In classifying social media, the degree of acoustic, visual, and personal contact between two communication partners is referred to as

If a brand manager wanted to use LinkedIn to promote his or her brand, the best option would be to

Pinterest is

Which of the following firms sponsored the LeBronJames.com Half-Court Hero promotion, which consisted of an opportunity to go to Miami for a chance to win $75,000?

Cost per action refers to