Advertising Promotion and Other Aspects of Integrated Marketing Communications 9th Edition by Terence Shimp, Craig Andrews

Exercise 10

Discuss what you consider to be the measure of the success and effectiveness of social media. Should it be share of voice Share of conversation Sentiments Brand mentions versus the industry or competitors Audience characteristics, such as impressions and gross rating points (reach × frequency) Cost per impression or view Cost per click Cost per engagement or action