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Exam 3: Social and Mobile Marketing

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Question 21

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Develop a strategy for growing your personal brand value on social media,in a way that will improve your chances when looking for employment after graduation.

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Answers will vary,but should include men...

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Question 22

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Alan wants to upgrade his look before a job interview.A friend tells him about a men's clothing line that allows potential customers to virtually try on suits and see what looks best.It even offers an interactive "custom fit" feature.After checking out his options,Alan takes his measurements and orders a suit without ever leaving his office.Virtually trying on a suit provides best describes which of the 4E frameworks?

A) Engage
B) Energize
C) Excite
D) Experience
E) Educate

F) All of the above
G) A) and C)

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Question 23

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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

Michaela is a financial consultant in Manhattan.She uses her commute time to and from work to post comments about recent financial news on LinkedIn and Twitter,but she's much too busy to bother with Facebook.What segment of social networking users does Michaela belong to?

Gene's Complete Cameras offers its customers an interactive website to help them choose the best camera for their lifestyle.But the site's most-used feature is its user blog in which customers-both satisfied and unsatisfied-talk about products they have purchased and the service received at Gene's.The user blog best describes which of the 4E frameworks for the store's customers?

Every year,Doritos sponsors its "Crash the Super Bowl" contest,inviting consumers to create ads for Doritos.The winning ad is aired on the Super Bowl.Of the four types of social media users identified in the text,which group would be most likely to enter the contest,and why?

What is the appeal of Pinterest to marketers?

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

A Groupon offer for discounted theater tickets was sent to targeted customers who had previously purchased movie or theater tickets.This best describes which of the 4E frameworks?

Lauren decides to use Twitter to market her hand-painted scarves to other women on her campus.She sets up a Twitter account with the name @uniquedesignsbylauren,and posts this on her Facebook page,making sure to tweet every few days.Soon Lauren is selling a lot of scarves.Lauren's Twitter account is an example of

Location-based software and applications can help bring a special offer to customers right on their smartphones when they are in the process of making a purchase decision.This best represents the __________ framework of social media marketing.

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

Twitter can help to build a brand's image by educating and engaging consumers.However,one central issue for companies using Twitter is

When someone brags about how many Facebook friends they have,which measure of individual social media influence are they talking about?

Facebook is the only social networking site Jana uses.She spends about half an hour a day there staying in touch with her children,her grandchildren,and several friends she has known since high school.What segment of social networking users does Jana belong to?

One important measure of social media's effectiveness is the percentage of site visitors who take the action the site owner hoped for-making a purchase,subscribing to a service,or donating money,for example.This measure is called the site's

Excluding computers,which of the following methods is used by more consumers to access social media?

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

From a marketing perspective,what role is played by professional bloggers?

Suppose that Nike wanted to use Facebook to increase awareness of a new line of tennis shoes.Which of the following methods would allow Nike to specifically target Facebook users who have mentioned tennis in their profiles?