Chapter 7

Which of the following statements is not true?

Google is the leading display ad site on mobile devices.

According to a recent National Federation of Retailers survey, what percentage of tablet users plan to purchase anything with their tablets?

around 33%

Visitors spend significantly more time on Facebook than any other social network site.

true

Encouraging users to click a Like button is an example of which step in the social marketing process?

amplification

By 2015, spending on social marketing will be more than double the amount spent on mobile marketing.

false

Which of the following is another term for amplification?

reach

Ads that appear in a Facebook user's News Feed are called:

page post ads

Which of the following is not true about social marketing?

More than 50% of Twitter's ad revenues are generated by desktop users.

Which of the following is not true about mobile marketing?

People use most of their mobile minutes while they are on the go.

Name and describe the five steps in the social marketing process with Facebook, Instagram OR Pinterest.

Step 1: Fan acquisition- Facebook gains users and encourages them to go to their page for others to be able to connect with each other as well as for entertainment. step 2: Engagement- Facebook allows users to like, comment, and share posts and other ads from companies or brand names that are connected with Facebook. Step 3: Amplification- Once users like, share, or comment on ads through Facebook, it shows up on their friends or family's pages so that they're able to see the brands as well. Step 4: Community- Facebook is able to create brand loyalty because the people communicating are all somehow connected and communicating with eachother. Step 5: Brand Strength- As ads continue to show up throughout users Facebook pages and the process repeats and continues, it strengthens the company and provides additional sales and revenue.

What are the implications for marketers given that mobile users spend over 70% of their smartphone time using apps and that on average, users only use about 26 apps a month?

The implications for marketers are quite clear: if consumers are primarily using apps rather than browsing the Web on their mobile devices, marketers need to place ads in apps where most of the action is for attracting consumers, and that means social, entertainment, and game sites. Second, if mobile consumers only use, on average, 26 apps, then marketers need to concentrate their marketing in these popular apps, let's say, the top 100. Niche marketers, on the other hand, can concentrate their ads in apps that support that niche. A distributor of diving equipment, for instance, could place ads in apps devoted to the diving community. There may not be many users of the app, but those who do use it are highly motivated on the topic. Another implication for marketers is that rather than focus on mobile display ads that are difficult to read, the best ad may be an app that directly serves customer interest or an ad in an app that is precisely targeted to the consumer's current activities and interests. For instance, ads in newsfeeds, or pre-roll ads prior to music or video, will do much better than display ads placed elsewhere.

Facebook's AD functionality includes everyone's public posts, Likes, photos, and interests, and makes them available to all users of Facebook, even those who are not friends.

false

In 2014, spending on mobile marketing was almost three times the amount spent on local online marketing.

false

Traditional desktop marketing has become the smallest part of all online marketing.

false

The number of people exposed to pins is a measure of which of the following?

fan acquisition

The ratio of impressions to fans is a measure of:

fan acquisition

Which of the following is the first step in the social marketing process?

fan acquisition

Which of the following is currently a small part of the online marketing universe, but is expected to triple over the next five years?

location based mobile marketing