Author Question: The marketing director has asked you to draw up a list of arguments to be used for her presentation ... (Read 58 times)

khang · **on:** Jun 28, 2018

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 · **Reply #1 on:** Jun 28, 2018

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