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Exam 3: Social and Mobile Marketing

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Question 31

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Why is YouTube so appealing for retailers seeking to engage and educate their customers?

A) Its "Communities" feature lets people interested in similar topics form their own groups on the site.
B) Its "Hangouts" feature allows brands to post live product demonstrations.
C) It has the most monthly active users than any other social media site, which gives companies a forum for interacting with their fans.
D) Its unique "wall" feature allows companies to post company updates, photos, and videos about their products.
E) Companies can broadcast from their own channels and feature content relevant only to their specific products.

F) A) and E)
G) A) and B)

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Question 32

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Trina is developing a marketing campaign for an organic stain-removal product. As "stain removal" is rather dull, she is trying to educate consumers about the value and uniqueness of the product, and appeal to the environmentally conscious. Which of the following is the best social media application for this task?

A) YouTube
B) LinkedIn
C) Blog
D) Instagram
E) Google+

F) None of the above
G) A) and B)

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Question 33

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How does your text describe how social media firms help marketers connect with their customers?

Instagram is an example of which type of social media site?

What type of analytic is used to understand what's popular and what's not on a firm's website, including page load times and site navigation?

While waiting to be seated at a restaurant, Joylee receives a customer loyalty coupon through an app on her mobile phone for half off a dessert with the purchase of an entrée. This use of a location-based software application is designed to promote which of the 4E framework objectives?

Derek just posted an entry in his blog talking about how happy he is with his new GoPro camera. In the blog he also posted videos that he took with the camera. As a customer of the product, which facet of the 4E framework for social media is Derek most exhibiting?

Facebook allows advertisers to set a daily budget: Once their costs (usually per click) reach a certain level, the ad disappears for the rest of the day. Why would this be a risk for an advertiser?

Blogging tools (e.g., WordPress, Twitter) have proven to be an ineffective form of social media in helping marketers educate their potential customers.

Which aspect of the 4E framework is aimed at action, the potential for a relationship, and possibly even loyalty and commitment?

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.

The development of strong, eye-catching images and designs is important in the "monitor and change" step of developing a social media campaign.

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

The 4E framework of social media includes

List and describe the seven primary motivations for mobile app usage.

It is not unusual to see firms offering free product samples in grocery stores to let customers try the product before buying it. Similarly, in today's world of social media, one can read a chapter of a book before buying it, or watch YouTube videos on different ways to use a product. All of these scenarios are aimed at which aspect of the 4E framework?

When discussing the pricing models of paid apps and freemium apps, it currently appears that the best pricing model is the paid app.

If Katy Perry tweets a close-up of her eyelashes, lengthened by using a CoverGirl mascara product, then CoverGirl will have reached more than 80 million of Katy Perry's followers, even though CoverGirl has fewer than 2,000 Twitter followers.

While waiting in line to make a purchase at Target, Mitch sees signs reminding him to visit the company's website for online specials and to sign up on his smartphone for the Target Circle Rewards Program. Other signs remind him that Target will match competitors' prices on any item they sell. This is an example of which 4E framework?

What is unique about the copy and images used in developing a social media campaign relative to other forms of IMC?