Marketing Chapter 19
_____ marketing is the practice of focusing on the identification and recruitment of influential people to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers.
Influencer
To qualify as user-generated content, the content must satisfy which three criteria?
It is published on a publicly accessible site or social media. It is created by someone outside of a professional or commercial organization. It shows a significant degree of original or creative effort.
Which of the following is TRUE of Youtube?
It offers streaming video content
Which of the following is the best way for a brand manager to increase awareness and build up a fan base using social media?
Link a paid ad to the company's website or a social network
When seeking an introduction to someone for business purposes, a user might use _____ to gain access to someone through a mutual, trusted "connection"
Which of the following best represents the gender breakdown for LinkedIn users?
Men only slightly outnumber women
Which of the following seems to be a trend in the marketing's future use of social media?
The convergence of the real and digital worlds
______ is the result of a proliferation of interlinked social commerce technologies, algorithms, apps, and other elements.
The convergence of the real and digital worlds
In what ways are influencers compensated?
They are given free products or services. They are reimbursed for their expenses. They are paid outright.
Select two characteristics of apps
They run on smartphones and tablets. The are small, downloadable software programs
Generally speaking, what are the two best days of the week to post social media content in order to increase customer engagement?
Tuesday Wednesday
"Followers" were first introduced on and became an important basis for which social media network?
_____ generated content describes the various forms of online media content that are publicly available and created by those that use them, including all the ways people can use social media.
User or Consumer
YouTube: An Overview: Youtube uses what to what?
YouTube uses streaming video technology to display user-generated video content that includes movie and TV clips, music videos, and original videos developed by amateurs.
YouTube: What is Youtube?
Youtube is a video-sharing website in which users can upload, view, and comment on videos.
LinkedIn: An Overview: What is LinkedIn?
a business-oriented website that lets users post their professional profiles to connect to a network of business people.
The Future: Social Media + Smartphones + Exotic Apps: What is a smart system?
a computer-based network that triggers actions by sensing changes in the real or digital world.
How Social Media Came About: What is a blog?
a contraction of "web log"—is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization.
Defining Social Media: Most social media involve what?
a genuine online conversation among people about a subject of mutual interest, one built on their personal thoughts and experiences.
A computer-based network that triggers actions by sensing changes in the real or digital world is known as...
a smart system
A technology- and data-based network that triggers actions by sensing changes in the real or digital world is known as
a smart system
A company's integrated marketing communications effort designed to create and deliver online media content that attracts viewer attention and encourages readers to share it with their social network is referred to as
a social media marketing program
Twitter: An Overview What is Twitter?
a website that enables users to send and receive tweets, messages up to 280 characters long. Twitter is based on the principle of "followers." So when you choose to follow another Twitter user, that user's tweets appear in reverse chronological order on your Twitter page.
How Social Media Came About: What is a wiki?
a website whose content is created and edited by the ongoing collaboration of end users—such as generating and improving new-product ideas.
The purpose of a social media marketing program is to reach ______ who will become ______.
active consumers; influentials
Comparing Social and Traditional Media: 5. Permanence. Traditional media, once created, cannot be altered. For example, once a magazine article is printed and distributed, it cannot be changed. But social media message content can be what?
altered almost instantaneously by comments or editing.
A(n) _____ is a small, downloadable software programs for a smartphone or tablet
app
Small, downloadable software programs that run on smartphones and tablet devices are known as
app
Specialized Focus for Other Social Media: One of the advantages of social media is that communities can form around what?
around ideas and commonalities, regardless of the physical location of their members.
What three features are integrated into Web 3.0?
big data the Internet of Things cloud computing
Comparing Social and Traditional Media: Studies indicate that social media complement these traditional media when they are focused on what?
brand-building and customer acquisition, and that the effectiveness of social media may increase over time
Brand managers assess the focus of a social media website and its visitors primarily to...
choose one or more that will generate increased sales and profits
A firm wishing to partner with a social media influencer for a particular product will have to _______
compensate the influencer for their service
LinkedIn: An Overview: These businesspeople are also called what?
connections
An influencer that has a large number of followers has perceived ______ with those followers, which, in turn, leads to ______.
credibility; trust
What two issues have plagued influencer marketing in recent years?
decreasing trust in the credibility of influencers inflating follower counts to increase compensation
Comparing Social and Traditional Media: 4. Time to delivery. Traditional media can involve days or even months of continuing effort to what?
deliver the communication, and time lags can be extensive. In contrast, individuals using social media can post virtually instantaneous content.
Match the type of social media content to their correct features.
educational-> how-to posts, FAQs, tips and tricks inspirational-> quotes, amazing facts, personal stories of triumph interactive-> games, polls, virtual reality connecting-> stories, images, and posts that ask for opinions and feedback
Hashtags are typically used by firms to ______.
encourage user-generated content
Twitter: An Overview With the 140-character limit (280 for some users) on tweets, brand managers cannot what?
expect extensive comments on their brands
Price-comparison searches and location-based promotions are
important smartphone apps for mobile marketing
Brand managers can use Facebook's sponsored stories to...
increase traffic to its Facebook page
The underlying premise behind social shopping is that
individuals are influenced by their peer's purchases and recommendations
Artificially inflating follower counts and decreased levels of authenticity and credibility are two issues that have affected ______ in recent years.
influencer marketing
YouTube in a Brand Manager's Strategy: In terms of cost advantages, while a brand manager must pay the cost of creating a video,
launching a new channel on YouTube is free
Which two smartphone apps are most essential to mobile marketing?
location-based promotions price-comparison searches
The degree of acoustic, visual, and personal contact between two communication partners is referred to as
media richness
The broad set of interactive messaging options that are used to communicate through personal mobile devices is known as ______ marketing.
mobile
Marketing activity conducted through several Internet networks to which consumers are continuously connected using a device like a smartphone is known as...
mobile marketing
Mobile Marketing: Tightening Links to Marketing Actions: This convergence of the real and digital worlds has also contributed to the growth of what?
mobile marketing
How Social Media Came About: So with Web 2.0, content is no longer seen as being created and published in final form exclusively by one author. Instead, the content can be what?
modified continuously by all users in a participatory fashion, such as with blogs and wikis.
Specialized Focus for Other Social Media: While major social media such as Facebook or YouTube may garner the majority of the traffic, smaller media like Pinterest may be what?
more successful for some products and services.
Web 2.0 is referred to as such because
new functionalities exist to make possible a high degree of user interactivity
Performance Measures Linked to Inputs or Costs: The cost per thousand (CPM) measure ties to the...
number of times the ad loads and a user might see it—but it does not indicate whether the user has actually reacted to it.
YouTube: An Overview: While most of the content is uploaded by amateurs, many companies what?
offer material on the site through a YouTube channel
Social Media and the Strategic Marketing Process: Traditional media like magazine or TV ads generally use what?
one-way communication from sender to receiver, those whom the marketer hopes will buy the product advertised.
Defining Social Media: What is social media?
online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify "popular" topics
Facebook: Facebook is a website where users may create a what?
personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them.
Facial recognition is one aspect of the convergence of real and digital worlds that may increase concerns about
privacy
On Privacy: How Much "Convergence" Is Too Much?: About 68 percent of Internet users today feel that....
privacy laws don't protect them adequately
YouTube in a Brand Manager's Strategy: YouTube offers a great opportunity for a brand manager to what?
produce and show a video that explains the benefits of a complex product.
Match the type of social media content to their correct features.
promotional- coupons, discounts, customers testimonials entertaining- puzzles, viral videos, jokes newsworthy- topical coverage about an industry, product, or service
LinkedIn in a Brand Manager's Strategy: Using LinkedIn Groups, managers can join groups of professionals in the what?
same industry or with similar interests to share ideas, content, and job information and to demonstrate the organization's capabilities in particular areas.
The Convergence of Real and Digital Worlds: Smartphones: The revolution was completed in 2007 with Apple's legendary iPhone. It had all three basics, which are the...
screen, multitouch keyboard, and phone.
The Convergence of Real and Digital Worlds: Databases and Algorithms: Facebook entered Google's territory by announcing its own....
search engine algorithm
In the evaluation of media, the degree to which a person shares his or her thoughts, feelings, likes and dislikes is termed
self-disclosure
What are the two factors used to classify social networks for marketers?
self-disclosure media richness
Classifying Social Media: Wikipedia is a collaborative project that is low on both what?
self-disclosure and media richness
Classifying Social Media: LinkedIn, on the other hand, contains detailed career and résumé information for business networking and is high in what?
self-disclosure but only moderate in media richnes
Defining Social Media: What is a social network?
single social media site with millions of users interacting with each other, like Facebook, Twitter, and LinkedIn
Known to scientists as "mirror worlds" ______ a system is a technology- and data-based network that triggers actions by sensing changes in the real or digital world.
smart
The use of social networks in the context of e-commerce transactions is referred to as
social commerce
Which of the following is most responsible for speeding up the convergence of the real and digital worlds?
social commerce technologies
When Snapchat featured a link to an augmented reality image of Michael Jordan in his latest model of sneakers that viewers could walk around to see from different angles prior to purchasing, it was an example of ______
social commerce technology
Social media represent a unique blending of technology and
social interaction
Marketers use media richness and self-disclosure to classify
social media
Online media where users submit comments, photos, and videos—often accompanied by a feedback process to identify "popular" topics—is referred to as
social media
When brand managers assess ______, they look at the characteristics of the website's visitors and the number of users of the website.
social media options
The premise behind ______ is that when people perceive themselves as similar to people around them, they are more likely to adopt and perceive as correct the observed behavior of these people.
social proof
The success of social shopping is often attributed to which concept?
social proof
LinkedIn in a Brand Manager's Strategy: Marketing managers can use LinkedIn to promote their brand in what? What is it mainly done for?
subtle ways. This is done mainly for business-to-business (B2B) image building and networking with other professionals
On Privacy: How Much "Convergence" Is Too Much?: So 86 percent of them have used privacy technologies to....
take online steps to remove or mask their digital data.
In this age of digital technology, what have the vast majority of consumers done to protect themselves from issues related to privacy?
taken steps to remove or mask their digital data
Defining Social Media: Social media represent a unique blending of what?
technology and social interaction to create personal value for users.
Mobile Marketing: Tightening Links to Marketing Actions: What is mobile marketing?
the broad set of interactive messaging options that are used to communicate through personal mobile devices
What factors need to be considered when selecting social media content?
the characteristics of the market segment to be reached how the content can best be conveyed the content's intended purpose
Which should be assessed by a brand manager in the selection of social media networks for marketing purposes?
the characteristics of the visitors to the website the number of visitors to the website
First and foremost, when choosing social media content, it is important to identify
the content's intended purpose
Which seems to be a trend in marketing's future use of social media?
the convergence of the real and digital worlds
An influencer on social media can be identified based on ______.
the number of followers the person has
Recent Activity on the Four Social Media: Market share is an indication of the use of the website relative to....
the other sites
Performance Measures Linked to Inputs or Costs: By summing up the revenues from all these purchases, a difficult task, this CPA measure most closely ties the cost of....
the social media ad to the sales revenues generated by the ad.
Social commerce is
the use of social networks for browsing and buying products
It may be more lucrative for brand managers to seek out a social media network with a specialized focus primarily because....
these smaller audiences may be more homogeneous and sometimes skew more strongly toward your product
Measuring the Results of Social Media Programs: Clearly, the ideal performance measure for both conventional and social media is one that....
ties actual sales revenues to the cost of the ad or other promotion.
For which two reasons would a firm include a hashtag in its post?
to create customer awareness to showcase a product
Performance Measures Linked to Outputs or Revenues: Many of the measures for evaluating how a brand manager's social media promotion is doing reflect the what?
two-way communications present in social media.
Social shopping focuses on the
user or buyer shopping experience
Any form of online media content that is publicly available and created by consumers or end users is referred to as
user-generated content
Which three terms are sometimes used interchangeably with the term "social media"?
user-generated content Web 2.0 Web 3.0
Which of the following smartphone apps are becoming increasingly important to the marketing manager?
- Location-based promotions - Price-comparison searches - Loyalty programs
Which two of the following factors are used by Kaplain and Haelein to classify social networks for marketers?
- Media richness - Self-disclosure
Which of the following are reasons that companies like Hewlett-Packard and Frito-Lay routinely monitor blogs?
- To glean suggestions for the future - To gain insight into customer complaints
Which of the following are performance measures are linked to outputs or revenues?
- Unique visitors - Fans - Page views
For a brand manager, which of the following are benefits of using youtube?
- Users interested in your product can easily find your message their - Launching a video is free; you just pay for production
Which two of the following are examples of Web 3.0?
- Wikis - Blogs
Which of the following is true of Facebook?
- it hosts other social networks such as STUFFDOT, which provides a venue for sharing that results in rewards
According to researchers Kaplan and Haenlein, which two of the following are sometimes used interchangeably with the term "social media?"
1. User-generated content 2. Web 2.0
Which of the following is TRUE regarding the audience demographics for Facebook visitors?
30% earn under $30,000
What is the premise behind influencer marketing?
A consumer's purchases are often influenced by the views, opinions, and behavior of others.
A brand manager using social media marketing may seek to direct potential customers to its website rather than focusing on immediate sales because of which challenge associated with social media?
Advertising images within social networks are often on the screen for only seconds
The Convergence of Real and Digital Worlds: Apps: What are Apps?
Apps (or mobile apps or applications) are small, downloadable software programs that run on smartphones and tablet devices
In which of the following ways are social and traditional media alike?
Both have the ability to reach either large or niche audiences
_____ and LeBron James partnered in a half-court shot contest that resulted in a successful shot, a bear hug from James, and a viral video that resulted in over 500 million media impressions.
Carmex
Which social network has the greatest number of users overall?
Which social network has the highest monthly market share of visits?
_____ added Instant Articles to allow mobile users to access news articles directly in its app
______ launched a search engine which allows its users to conduct their own queries like "restaurants recommended by friends," giving value to companies for brand or product "likes" on the site
______ launched a search engine which allows its users to conduct their own queries like "restaurants recommended by friends," giving value to companies for brand or product "likes" on the site.
Which of the following networks has the most users and unique visitors?
Facebook as the most users, but Youtube has the most unique visitors
Which of the following best represents the gender breakdown for Facebook users?
Females only slightly outnumber males on Facebook.
Among databases, which search engine is the most useful, indexing over 57 billion unique web pages?
How Social Media Came About: What are the two concepts that are the foundation of today's social media?
"Web 2.0" and "user-generated content"
Social Media and the Strategic Marketing Process: Instead, the goal is to reach _______ those who will become ________ and be _________ with the brand advertise
"active receivers,"; "influentials" and be "delighted" with the brand advertised.
YouTube: An Overview: YouTube redesigns its home page periodically to provide a more organized structure to steer users to what?
"channels," rather than simply encouraging them to browse like in the past.
Defining Social Media: Business firms also refer to social media as what?
"consumer-generated media."
Social Media and the Strategic Marketing Process: These customers will then become _______ who will send messages to their online friends and then back to the advertiser about the joys of using the brand.
"evangelists,"
Comparing Social and Traditional Media: 6. Credibility and social authority. Individuals and organizations can establish themselves as "experts" in their given field, thereby becoming what?
"influencers" in that field. For example, The New York Times has immense credibility among newspaper media. But with social media, a sender often simply begins to participate in the "conversation," hoping that the quality of the message will establish credibility with the receivers, thereby enhancing the sender's influence.
The Future: Social Media + Smartphones + Exotic Apps: Trends in marketing's use of social media reflect what scientists call _______ or ______ that are really the convergence of the real and digital worlds.
"mirror worlds"; "smart systems"
Social Media and the Strategic Marketing Process: A little word-of-mouth chatting may occur among the what?
"passive receivers," but communications generally end with the receiver.
How Social Media Came About: What are the 3 User-Generated Content Criterias?
(1) It is published either on a publicly accessible website or on a social media site, so it is not simply an e-mail. (2) It shows a significant degree of creative effort, so it is more than simply posting a newspaper article on a personal blog without editing or comments. (3) It is consumer-generated by an individual outside of a professional organization, without a commercial market in mind.
Mobile Marketing: Tightening Links to Marketing Actions: This continuous connection present in mobile marketing has led to important smartphone apps, such as:
(1) Price-comparison searches. Scan product bar codes or QR codes and research 500,000 stores, synchronizing searches between your computer and your smartphone. (2) Location-based promotions. Use your GPS-enabled smartphone for location check-ins to receive discounts at stores such as JCPenney. (3) Loyalty programs. Win loyalty points for walking into stores like Target or Macy's and receive discounts from them.
The Convergence of Real and Digital Worlds: Apps: Today's successful new video games...
(1) build on a huge personal-rewards psychology for players; (2) can be played on the small smartphone screens; (3) top the most-downloaded charts of Apple iOS, Google, Android, and Facebook; and (4) often use a "freemium strategy"—where the download is free but users pay for extra features,
Selecting Social Media: In using social media, a brand manager tries to select and use one or more of the options from the hundreds that exist. This often entails assessing....
(1) the characteristics of the website's visitors and (2) the number of users or unique visitors to the website.
Measuring the Results of Social Media Programs: Performance measures for social media can be divided into...
(1) those linked to inputs or costs (Figure 19-5) and (2) those tied to the outputs or revenues resulting from social media.
Brand managers can use ______ for business-to-business image building, using profiles of company employees, and networking with industry-related groups
______ are online media where active user submit news, photos, and videos often accompanied by a feedback process to identify popular topics
Social Media
How Social Media Came About: How does a wiki and a blog differ?
They differ in that a blog is a diary that shows a sequential journey; in contrast, a wiki shows the end result as a single entry.
Mobile Marketing: Tightening Links to Marketing Actions: This socially networked world will lead to...
connected users having more direct interactions with sellers.
A Consumer Purchase Where the Buyer Controls All: Some cities in South Korea and China are on the leading edge of...
virtual supermarket shopping.
How Social Media Came About: The term "social media" is sometimes used interchangeably with which terms?
"Web 2.0" and "user-generated content"
How Social Media Came About: The term "user-generated content" (also referred to as consumer-generated content) covers what?
all the ways people can use social media
Social Media and the Strategic Marketing Process: Social media deliberately seek to ensure that the message....
does not end with an individual receiver.
Which of the following was recently added by Facebook for mobile devices?
Email marketing
Which of the following are true for successful social media?
- "Active receivers" are ideal - The goal is to reach "influentials"
Which of the following are recommendations for brand managers using social media?
- Be ready to seize on chances to manage good luck by helping a campaign go viral
Which of the following are appropriate for a brand manager regarding use of twitter?
- Follow others who mention your product or brand - Use keyword search monitoring like TweetDeck or HootSuite to observe what is said about your brand - Develop an official profile and recruit followers
Put the following social media performance measures that are linked to inputs or costs in order, with the LEAST proven relationship with sales at the TOP
1. Cost per thousand 2. Cost per click 3. Cost per action
Shoppers that use their smartphones while waiting in a South Korean subway to select and purchase groceries realize which important benefit?
Convenience
If a brand manager wants to pay only for online advertising that works, she should choose which of the following social media performance measures, despite the difficulties in tracking?
Cost per action
Which of the following smartphone apps are increasingly becoming important for marketing managers?
Price-comparison searches Location-based promotions Loyalty programs
Which of the following is an example of user-generated content?
Providing an online rating and comments for a product or service
Which of the following is the most responsible for speeding up the convergence of the real and digital worlds?
Smartphones and their apps
"Web 2.0" and "Web 3.0" are terms that are sometimes used interchangeably with
Social Media
If a marketer wants to increase customer engagement, it should avoid posting social media content on ______ since it is the worst day to post content to social media.
Sunday
Which of the following is true of Facebook?
- It has nearly 2 billion active users worldwide - It has acquired Oculus, making it a competitor in virtual reality
Which of the following are important social media networks discussed in the text?
- Youtube - Twitter - LinkedIn
Comparing Social and Traditional Media: Social media and traditional media have both similarities and differences that impact marketing strategies. What are they?
1. Ability to reach both large and niche audiences 2. Expense and access 3. Training and number of people involved. 4. Time to delivery. 5. Permanence. 6. Credibility and social authority
Facebook in a Brand Manager's Strategy: To engage fans in a conversation on Facebook, research suggests the following guidelines, which are:
1. Be creative in using links, photos, and videos. 2. Make it familiar, but with a twist. Focus content strategy on imagery and messaging that is familiar to fans—punctuated with something unique. Aflac uses its Aflac Duck—the well-known "spokes-duck"—to treat fans to Aflac Duck commercials, virtual Duck gifts, and supplemental insurance offers. 3. Keep it fresh. Redbox uses frequent posts to keep fans informed about its latest film releases. 4. Learn users' passions and let them guide content. Taco Bell polls users to see which menu item they'd like featured in the following week's menu profile photo.
YouTube in a Brand Manager's Strategy: What are the guidelines for marketing and promoting a brand using YouTube videos?
1. Exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story. 2. Create a branded channel rich in key words to improve the odds of the video showing up in user searches. Select a viral title. 3. Target viewers by using YouTube's insights and analytics research to reveal the number of views, the number of visits to your website, and what key words are driving user visits.
Twitter: An Overview Brand managers can utilize several strategies for listening to and interacting with current and potential consumers using Twitter. For example, they can what?
1. Generate brand buzz by developing an official Twitter profile, recruiting followers, and showing photos and videos of their products. 2. Follow the Twitter profiles that mention their product and monitor what is being said, responding to user criticisms to develop happier customers. 3. Tweet and video stream on topics that provide information of value to their consumers.
Mobile Marketing at Facebook: "Moving from just being a single service to a family of world-class apps to help people share in different ways is the biggest shift in our strategy to connect people in many years."16 Some recent examples include what?
1. Live streaming - In response to a growing interest in video, Facebook added a service to allow users to broadcast up to four hours of live streaming video. The service, called Facebook Live, is a feature that lets users share activities and events with their followers and friends live. Followers can receive notifications when a user begins a live broadcast 2. Integrated news publishing - A feature called Instant Articles collaborates with Google and Apple to encourage publishers such as The Washington Post, The New York Times, National Geographic, and Buzzfeed to provide articles for Facebook users to read directly in the mobile app. This makes access faster and prevents the Facebook experience from being interrupted 3. Photo sharing and facial recognition - Facebook introduced an app called Moments, which uses facial recognition to identify which "friends" are in the photos and then asks if the user would like to share the photo. It's Facebook's response to the mobile situation where a user takes a photo and someone asks, "Will you send that to me?" Facebook also recently acquired emotion detection software FacioMetrics to add to its photo capabilities 4. Email marketing for Facebook app - In a program called Custom Audiences, Facebook helps advertisers target customers as they scroll through Facebook's mobile app by matching e-mail addresses provided by the advertisers with the e-mail addresses it has for many of its users. Facebook also identifies "look-alikes," people who are similar to an advertiser's customers, for targeted ads. Currently, more than half of Facebook's sales revenues come from mobile devices.
Classifying Social Media: Kaplan and Haenlein have proposed a classification system for marketers based on two factors:
1. Media richness. 2. Self-disclosure.
Twitter: An Overview Twitter can be a good form of communication for consumers and brands. Why?
Because of its short message length, the ease of posting, receiving, and forwarding ("retweeting") tweets, and its convenience on a smartphone
Social media offers consumers less privacy and anonymity than does traditional media. Why is this a concern to consumers?
Consumers may fear that unethical outsiders will gain access to their information
What is the first choice among people seeking to create and maintain online connections with others by using photos, videos, and short text entries?
A Look at Four Important Social Media: What are the four widely used options in the world of social media?
Facebook, Twitter, LinkedIn, and YouTube
How Social Media Came About: What is User-Generated Content?
It refers to the various forms of online media content that are publicly available and created by end users.
Classifying Social Media: (classification system for marketers based on two factors) What is self-disclosure?
In any type of social interaction, individuals want to make a positive impression to achieve a favorable image with others. This favorable image is affected by the degree of self-disclosure about a person's thoughts, feelings, likes, and dislikes—where greater self-disclosure is likely to increase one's influence on those reached
Which of the following is a way to advertise on Facebook?
Sponsored stories
Classifying Social Media: (classification system for marketers based on two factors) What is media richness? What does it involve?
This involves the degree of acoustic, visual, and personal contact between two communication partners—face-to-face communications, say, being higher in media richness than telephone or e-mail communications. The higher the media richness and quality of presentation, the greater the social influence that communication partners have on each other's behavior.
Social Media Lessons for Brand Managers: "The lesson for brand managers is to...
Watch for opportunities to manage luck," "Small, smart investments can pay off in big ways when your brand gets lucky. Find ways to use both social and traditional media—as we did for Carmex—to help the campaign go viral and to maximize the opportunity to achieve even greater success. Be ready!"
With _____, content is no longer seen as being created and published in final form by one author; the content may be continuously modified by others.
Web 2.0
Social Media and the Strategic Marketing Process: Success in social media marketing relies heavily on the ability of a marketing program to convert "passive receivers" of the message to what?
active "evangelists" who will spread favorable messages about the brand.
Performance Measures Linked to Inputs or Costs: Finally, the cost per action (CPA) measure ties loosely to...
actual sales—for example, paying $5 for every purchase that originates from an ad, say, on the Facebook site.
How Social Media Came About: Web 2.0 does not refer to any technical update of the World Wide Web, but what does it identify?
functionalities that make possible today's high degree of interactivity among users.
Facebook in a Brand Manager's Strategy: Facebook Business Pages were created as a method for brand managers to what?
generate awareness for their product, service, or brand within Facebook.
Role of Social Media: Ads and videos on social media like YouTube and Facebook are less likely than traditional print ads to....
have a marketing objective of immediate sales. This is because social media images are often on the screen for only seconds
Comparing Social and Traditional Media: 3. Training and number of people involved. Training and number of people involved. Producing traditional media typically requires specialized skills and training and often involves teams of people. In contrast, sending messages on social media requires only what?
limited skills, so practically anyone can post a message that includes words and images.
Comparing Social and Traditional Media: 2. Expense and access. Messages and ads in traditional media like newspapers or television generally are expensive to what?
produce and have restricted access by individuals. Also, traditional media are typically owned privately or by the government. In contrast, messages on social media are generally accessible everywhere to those with smartphones, computers, and tablet devices and can be produced cheaply.
The main purpose of the LinkedIn site is
professional networking and job searching
LinkedIn: Unlike Facebook and Twitter, the LinkedIn site's main purpose is what?
professional networking and job searching.
Carmex Goes Viral with Luck and a LeBron James Bear Hug: Brand managers dream about their stars aligning—having their...
promotions go viral and reaping millions of dollars worth of free brand exposure.
Performance Measures Linked to Inputs or Costs: The cost per click (CPC) measure gives the....
rate the advertiser pays, say to Facebook, every time a visitor clicks on the ad and jumps from that page to the advertiser's website.
Comparing Social and Traditional Media: 1. Ability to reach both large and niche audiences: Both kinds of media can be designed to what?
reach either a mass market or specialized segments; however, good execution is critical, and audience size is not guaranteed.
Facebook in a Brand Manager's Strategy: An advantage of these Facebook ads is what?
the content can migrate into Facebook conversations among friends—to the delight of advertisers.
Mobile Marketing: Tightening Links to Marketing Actions: The clear point of difference in mobile marketing is its what?
unique ability to empower users by connecting with them individually and continuously—learning about their likes and personal characteristics and sharing this information with online friends and (often) marketers selling products
Facebook in a Brand Manager's Strategy: To generate new customers and increase traffic to their Facebook Pages, brand managers can what?
use paid ads and sponsored stories within the Facebook advertising platform.