Exam 14: Media Planning: Advertising and IBP in Digital, social, Mobile Media

Digital and mobile advertising is easily integrated and coordinated with other forms of integrated brand promotion. 

More than half of paid search clicks are from mobile devices.

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)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: 

Which of the following is an advantage of the pay-per-click model? 

In a marketing context,there is a focus on brands and organizations "liked" and mentioned through network effects,including viral sharing.

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.

The omnichannel nature of shopping these days is important as consumers choose how they wish to browse and buy.

__________ enable users to post and read short messages,and the posters are restricted by the number of characters in the message.

Click fraud relates with charging or paying for advertising online,thinking a consumer clicked on the ad,but it instead was fraud and not actual consumers.

Advertising and brand placement within video games is called advergaming. 

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: 

The integration of Web activities with other components of the marketing mix is one of the easiest integration tasks in the IBP process.This is due to the: 

Some have attributed social media to having a role to some extent in fake news.

One of the advantages of using social media is that: 

Fake news can range from information that is inaccurate and attention getting without credible sources,to completely made-up stories in general.

Brands can promote products and cross-promote its other social media accounts on digital or social media to engage customers digitally through multiple conversations.

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)In running keyword searches using Google,you took part in a common practice.Advertisers could make use of this by paying Google and making them: 

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

Social media and web 2.0 distinguish the progression of the Internet to interactive online communication,participation,and engagement.

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