Exam 9: Social Media

American Eagle's marketing team wants to create a direct-response advertising message designed to encourage individuals to access the retailer's website. The best position for American Eagle's video ads is:

To take advantage of opportunities during live events, brands have set up war rooms consisting of top marketing executives, creatives, digital technicians, and lawyers.

After General Mills received immediate, fierce, and racist comments about its Cheerios ad featuring a mixed-race couple, General Mills:

Effective real-time marketing requires on-the-spot strategic planning during the time an event occurs.

Discuss the reasons marketers engage in social listening.

Dating websites would be considered a general social networking site since they can appeal to any demographic profile.

HP's marketing team wants to increase brand recognition and enhance brand image. The best position for HP's video ads is:

Alice is on Facebook and Instagram almost daily and often makes comments about her favorite brands. Alice's comments illustrate the brand advocate characteristic of:

Mandy has a reputation of being an excellent beautician. As a result, L'Oreal has offered to be an active sponsor of the videos she has created and posted to YouTube. This is an example of the consumer video sharing trend of:

It is unusual for a company that sells multiple goods or services to solicit customer-generated reviews of those items.

Nancy just posted a negative comment on her personal blog about a bad experience at a restaurant. She is not sponsored by the restaurant and, according to the new FTC regulations, she must state that she is not affiliated with the restaurant.

Vloggers are paid individuals who create videos, post them on video sites such as YouTube or Vine.

Approximately two-thirds of internet users have a profile on:

If the content or comments made in social media about a brand match the search terms used by consumers, the quality of those interactions examined by search engine algorithms is increased.

Facebook now has over one billion users worldwide.

Brand advocates need to exhibit emotional and behavioral commitment to the brand; however, to be useful to marketers, brand advocates need to exhibit the characteristic of:

Which social media network limits messages to 140 characters?

Getting "likes" on Facebook is important because it almost always translates into sales.

Real-time marketing has shown success in sporting events, but not for non-sporting events.

Through listening to social buzz, companies can detect patterns or shifts in consumer views, but cannot determine societal trends that may be occurring.