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What advertising approach interrupts the consumer's experience with advertising messaging?
Dominant advertising
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What advertising is one-way communication that is broadcasted to viewers?
push advertising
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How many ad exposures within a purchase cycle is an optimal threshold?
three
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One ad exposure has great effect, true or false?
false - 3 is optimal
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This is when advertisers get the explicit or implicit permission from customers to receive relevant advertising messages.
Permission marketing
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This is when advertisers attract or pull customers in who are actively seeking their product with relevant original content that helps them meet their needs.
content marketing / inbound marketing
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We are all __________ in dynamic ways, in real and asynchronous time.
interconnected
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What are the four "zones"?
Social Communities, Social Publishing, Social Entertainment, Social Commerce.
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What are the types of Media?
Paid Media, Owned Media, Earned Media
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Purchasing time/space on mass media channels is what?
Paid media
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Channels controlled directly by a brand is what?
owned media
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Messages distributed at no direct cost to the brand by methods beyond its direct control is what?
earned media
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What are the three stages of social media marketing?
Trial - > Transition - > Strategic
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the trial stage of social media marketing is characterized by what?
experimental approaches
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What are the 5 "reasons" we participate in social networks?
Affinity, Prurient, Immediacy/Contact Comfort, Altruistic, and Validation Impulses.
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This is to express a relationship
Affinity Impulse
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This is to feed our curiosity about relationships.
Prurient Impulse
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This is to feel a sense of closeness to others
Immediacy Impulse/Contact Comfort
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This is to respond to crisis and "do immediate good"
Altruistic Impulse
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This is to feed our own ego
Validation ego
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This is to measure the feelings and opinions relevant to the brand mentions
Sentiment analysis
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What are some things that differentiate Listening from Monitoring?
- Listening is:
- haphazard, inconsistent, not systematic, manual process, used for business purposes no research
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What is the best insight when measuring social media?
Actionable Business Intelligence
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What are the 4 steps in developing a measurement plan?
Define, Assess, Track, Adjust
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What does KPI stand for?
Key Performance Indicators
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What are the social media metrics?
Activity Metrics, Engagement Metrics, and Performance Metrics
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This measures actions the organization takes relative to social media
Activity metrics
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This measures interactions with the social media platform by the target market
Engagement metrics
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This measures outcomes/returns that support the success of the brand.
Performance metrics
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What are some key differences of Web 1.0 vs Web 2.0?
Web 1.0 is taxonomy, it's made by organizations. 2.0 is made by people/users. It's folksonomy
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