Exam 14: Media Planning Advertising and Ibp in Digital and Social Media

A soft drink advertiser decides to run banner ads to attract teenagers to its interactive home page.Its agency places these ads on websites related to teen magazines, action gaming, and extreme sports to:

An advertiser for a weight-loss product decides to use paid search.This entails:

To be most effective, brands should leverage social media as a digital advertising opportunity that can target by _____.

The managers of a fast-food chain want to publicize their restaurants.They would like to invest in a sales promotion strategy that would promote positive word of mouth, mass exposure, increased brand awareness, and getting new customers.Their aim is a high frequency promotion that leads to speedy sales.As an Internet advertising specialist, which of the following sales promotion strategies would you recommend?

Scenario 14-2 You open up your laptop to begin writing a term paper for your English literature class.You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway.But before you go further, you play a few video games, check your email, visit a couple of music websites, take a cyber tour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site.Then, you figure it's time to get down to work. -(Scenario 14-2) When you visited the restaurant site, the marketers were able to collect some information about you and your buying habits.Marketers are able to do this by:

is the trail of social media and online information on a person, organization, or brand.

A click-through is the number of page elements, or hyperlinks, that have actually been requested as the user moves from a display/banner ad to the related link at the corporate/brand home page.

Which of the following is true of a blog?

Avatars are a part of consumer virtual identity, and may or may not accurately coincide with the consumers' "real identity."

A customer searches for air conditioners online, and finds other advertisements from well-known air conditioning brands quoting the prices of their products.This is an example of search engine optimization.

Scenario 14-3 With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services.But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses.When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent.According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers.Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand.One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.) -(Scenario 14-3) Two young women decided to open a comedy club, and they chose YouTube as their main outlet for advertising.They put together a five minute clip of an improvisation routine and posted it on the site.Soon they noticed that the total number of views for the video had skyrocketed to 25,000.They found that the video was being sent all over the country via email and Facebook messages.This short video is now a form of .

Scenario 14-4 Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years.It is a successful business that works with art stores around the nation.Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc.Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc.It has aimed for a 9 percent profit from Internet sales by the end of next year. -(Scenario 14-4) Managers at Optima want to better understand the cost implications of advertising on the Internet. Visualizers' media researchers prepare a presentation using four traditional media placements to compare.The banner ad CPM falls somewhere below the cost of the top 10 market newspapers and magazines; however, it is higher than television.Visualizers points out that the advantage offered by the banner ad is its:

A privacy seal enables a private purchase to become more socially embedded.

Cranola Inc.has newly set up a website where customers can obtain information as well as buy its products.It notices that people who visit its website are instantly interested in the products, and 85% of the visitors end up making purchases.However, it also notices that the number of visitors are very low as they don't find it on their searches very often.Which of the following should Crayola include in its IBP campaign to increase its website's visibility and traffic?

refers to a huge volume of structured and unstructured data that is much too large to analyze or process using traditional ways.

It is important to know if a company respects consumer privacy before opting to receive communication from it because:

Scenario 14-1 When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S.cities.One year later, an updated version of the service allowed check-ins from locations all over the world, and has over 500,000 users internationally.The site which allows registered users to connect with friends and update their location receives over one million check-ins per week.When users visit a particular store their profile is automatically updated, and they can share their feelings about their experiences.The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site's popularity. -(Scenario 14­1) One of Foursquare's strengths is that it offers a very interactive experience to its users.Tracking brand interactivity over the Internet can be done in ways that are not possible using traditional advertising.This is because the Internet:

As a brand manager, one must track what is being said by consumers, interpret consumer-generated information, and respond to social media posts and comments.This entails:

Which of the following is a predominant concern relating to social media?

Search engine optimization is the process by which advertisers pay websites and portals to place ads in or near relevant search results based on key words.