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

The Internet may provide segmented audiences to a point, but it is not really a suitable format for niche marketing.

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) One small business owner found that when he started using Facebook, he began establishing stronger relationships with some of his less consistent customers.This was because he started a business page on Facebook and all his customers liked this page.They held discussions on it, and invited other potential customers to join in.Even the less consistent customers became regular visitors of this page.In advertising terms, this Facebook page would be called media.

A is a logo that shows that a site has been endorsed or is a member of a third-party privacy endorser.

A(n) ad is an ad that opens in a separate window while a page is loading.

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) The researchers at Visualizers determine that many art supply stores and galleries have websites for local customers to learn more about creating art through various media.They suggest that Optima should provide free tips and demonstrations related to producing art that would encourage potential buyers and current customers to try new techniques, and add their own suggestions.Generating this type of social interaction around Optima products will involve creating:

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) A search on Bing using the phrase "foursquare social media" results in thousands of matches, but these matches appear in order of relevance.Bing is able to achieve this because it:

The first-generation Internet involves interactive online communication, participation, and engagement.

is the process of consumers marketing to consumers over the Internet, through electronic, or in-person word of mouth transmitted through emails and electronic mailing lists.

Which digital advertising tools can an advertiser use to make his home page as popular as possible?

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 14-1) One way to find a site and related businesses is to go to Bing and look at the list under social networking sites.Technically, Bing is a(n):

Which of the following is true of traditional media and digital media?

Which of the following is fundamental to achieve a high exposure rate, and to drive interaction and engagement for advertisements through social media?

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 14-1) Foursquare respects its users' privacy, and lets them decide if they want to share their location with others or not.It always provides privacy options to users wherever it is required.By doing this, Foursquare is able to address consumer concerns about:

In which of the following ways can consumers block websites that track them?

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) While reading the editorials on the magazine site, a reader was so glad that he was no longer interrupted by annoying ads.Due to widespread annoyance with these online distractions, many service providers offered blockers that greatly reduced an advertiser's ability to get onto a user's screen.

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) The owner of a new athletic-training facility decided to pay to have its ads appear on athletics and training-related search results on Google.This kind of advertising is known as .

In the context of social media advertising, which of the following is a reason for online resistance?

is a metric that measures the percentage of people who come from or go to another site after clicking on one site.

A disadvantage of using email marketing is the lack of measurability of the effectiveness of the campaign.