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Exam 3: Social and Mobile Marketing

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Question 31

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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.

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The targeted client is likely to be youn...

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Question 32

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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.

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The answer should include the following ...

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Question 33

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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?

While waiting in line to make a purchase at Best Buy, Joanie sees signs reminding her to visit its website for online specials and to sign up right now on her smartphone for the Best Buy Loyalty Rewards Program. Other signs remind her that Best Buy will match competitors' prices on any item it sells. This is an example of which 4E framework?

What does a Klout score measure?

The term "social media" refers exclusively to social networking sites like Facebook.

Which of the following is the definition of social media?

Which of the following is the most effective technique used by retailers to combat lost sales from price check apps used by customers shopping in brick and mortar stores?

You have just graduated with a degree in marketing. Describe the job responsibilities of the social media job that is most appropriate for you and your background. Be as specific as possible and feel free to use a real or imaginary company as an example.

Keyword analysis refers to the study of people's queries on search engines.

Carol loves to experiment with unique uses of computer animation. Every time she finishes a project, she uploads a video to YouTube and then posts the link on a variety of social networks where she participates. What segment of social networking users does Carol belong to?

Suppose that Burger King wanted to evaluate social media content to find out how well its most recent advertising campaign was being received by consumers. This could be done using

Southwest Airlines operates a blog called "Nuts About Southwest." A group of employees share the responsibility for posting items of potential interest to customers-for example, short videos about Southwest's travel destinations, articles (with photos) about special events, and news about airline promotions. "Nuts About Southwest" is an example of a

What is the appeal of Pinterest to marketers?

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

At this time, few opportunities exist for firms to profit from the ways consumers use social media.

Demographically speaking, what are the advantages to retailers in using mobile marketing?

The more connections you have on social networks, the greater your social reach.

Briefly describe the three-stage process for engaging customers using social and mobile media.

How is the cost to companies and entrepreneurs using Google Analytics calculated?