The marketing director has asked you to draw up a list of ...

[khang]

The marketing director has asked you to draw up a list of arguments to be used for her presentation to top management about the benefits of the brand engaging in social media. What arguments would you recommend. optional; Identify a social media marketing campaign that could be used and explain why it would be a persuasive example.

Question 2

IRI's BehaviorScan procedure enables which types of testing of television commercial effectiveness?
 a. pretests and posttests
  b. weight tests and copy tests
  c. recall tests and recognition tests
  d. awareness tests and persuasion tests
  e. persuasion tests and purchase tests

[alvinum]

Answer to Question 1

Issues mentioned in the chapter include:
 Create exposure
 Disseminate content
 Reduce marketing costs
 Generate sales leads
 Improve search rankings
 Help locate business partners
 Increase traffic to website
 Get customer feedback
 Learn what people are saying about the brand
 Offer customer service
 Attract notice in earned media

It would be good if they referred to some of the best practices at the end of the chapter, especially the importance of starting with a small project where success can be demonstrated, measured and communicated to brand stakeholders inside the business.

If you ask for an example there are many throughout the chapter. My personal least favorite, although it is great fun, is the Old Spice Guy. Reason is that its success stems in large part from going massively viral, and few social media campaigns achieve that.

Chapter 10: Lead Generation and Conversion in B2B Markets

MULTIPLE CHOICE

Answer to Question 2

B

[khang]

Thanks for the timely response, appreciate it

[Joy Chen]

Gracias!