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Exam 3: Social and Mobile Marketing

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Question 1

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What is the disadvantage for companies in using a "daily budget" such as that offered by Facebook to its advertisers?

A) poor cost control
B) unable to make adjustments
C) may limit positive feedback if ad is very successful
D) unattractive to consumers
E) encourages negative feedback

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Question 2

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Research indicates that positively engaged consumers tend to be

A) more socially outgoing.
B) more profitable consumers.
C) older and wealthier than average.
D) younger and poorer than average.
E) more critical consumers.

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Question 3

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__________ are a measure that indicates what percentage of potential customers act as the marketer hopes,either by clicking,buying,or donating.

Explain the 4E framework for social media,and identify the social and mobile media tools that are most effective for accomplishing each of the 4Es.

This type of thought-sharing site typically provides the highest level of control for companies.

Suppose that the Chipotle restaurant chain held a competition offering free food for a year to the customer who visited-and "checked in"-to the largest number of Chipotle restaurants via the FourSquare mobile app.This promotion would be an example of

Which of the following is the definition of social media?

Are you a Creator,Bonder,Professional,or Sharer when it comes to social media use? Define and describe which is your type,being sure to mention average daily social media use as well as why you use it.Include at least two examples of behavior typical to your type.

The first step in the process of creating a social media campaign is to

When designing a social media campaign,the first step is to identify the target audience.

Brad just completed an advanced degree and was able to land a job creating social media marketing campaigns,and then measuring the results.Brad's new job most likely has the title of

A local manufacturer has developed a scented USB drive targeted strictly at male consumers.The scents include options such as pine,bacon,and beer.Using the 4e framework,briefly describe the target client,and outline a complete social media program for this new product.

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter,or put another way,by

Suppose that Samsung wants to create a social media program to build consumer engagement around a new line of smartphones.Using the 4E framework,explain (with examples)how Samsung could build this program.

Suppose that a restaurant near campus wants to use social media to get more people to visit the restaurant.The manager plans to offer a free dessert to anyone who "likes" the restaurant's Facebook page.In this situation,how would you measure the conversion rate?

Amelia seems to be on Facebook all the time,and has a friend list that is constantly growing.Amelia is also an active FourSquare player,and tweets several times a day to her friends.Which type of social network user is Amelia? Describe the general characteristics of her user segment.

Darren has developed a better type of medication vial for travelers.He is not sure how to develop a marketing program for his product,as there are a few similar ones on the market.What technique can Darren use to analyze data from his competitor's websites,particularly to learn how people search for similar products online?

A blog is an example of a thought-sharing site.

Of the types of social media identified in the text,Flickr is considered a thought-sharing site.

The focus of all social media efforts targeted at customer interaction is building connections.