Test Bank Social Media and Mobile Marketing Strategy 1st Edition by Randi Priluck
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Test Bank Social Media and Mobile Marketing Strategy 1st Edition by Randi Priluck
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Test Bank Social Media and Mobile Marketing Strategy 1st Edition by Randi Priluck
Social Media and Mobile Marketing Strategy is the first digital media marketing textbook to combine social media and mobile technology with digital marketing strategy planning.
ISBN-10 : 0190215070
ISBN-13 : 978-0190215071
Randi Priluck (Author)
Table Of Contents
HALF TITLE PAGE
TITLE PAGE
COPYRIGHT
DEDICATION
ABOUT THE AUTHOR
CONTENTS IN BRIEF
CONTENTS
PREFACE
ACKNOWLEDGMENTS
HALF TITLE PAGE
CHAPTER ONE: THE NEW DIGITAL LANDSCAPE
LEARNING OBJECTIVES
WHAT ARE SOCIAL MEDIA AND MOBILE TECHNOLOGIES?
SOCIAL MEDIA AND MOBILE MARKETING FOR BRANDS
BENEFITS OF SOCIAL MEDIA MARKETING
BENEFITS OF MOBILE MARKETING
LIFE IN A SOCIAL MEDIA AND MOBILE WORLD
SOCIAL MEDIA ARE CONSTANTLY EVOLVING
SOCIAL MEDIA ARE DISRUPTIVE
ENGAGEMENT AMONG AND BETWEEN CUSTOMERS AND BRANDS
THE SEVEN C’S OF SOCIAL MEDIA AND MOBILE MARKETING
CONVERGENT
COMMUNITY-ORIENTED
COMPREHENSIVE
CHAOTIC
CONTENT-DRIVEN
COMMERCIAL
CALCULABLE
INTEGRATED MARKETING COMMUNICATIONS, TRADITIONAL AND DIGITAL MEDIA
PREREQUISITES FOR SOCIAL AND MOBILE STRATEGIES
SUMMARY AND REVIEW
CHAPTER SUMMARY
KEY TERMS
SUMMARY REVIEW QUESTIONS
APPLICATION QUESTIONS
case study: Herschel Supply’s Social Strategy
REFERENCES
CHAPTER TWO: IDENTIFYING CUSTOMERS
LEARNING OBJECTIVES
SEGMENTATION BASICS
UNDERSTANDING THE TARGET MARKET
LOOKING BEYOND DEMOGRAPHICS
INFLUENCERS
TYPES OF INFLUENCERS
FINDING AND ENGAGING INFLUENCERS
SEGMENTATION FOR MARKETING STRATEGIES
DEMOGRAPHIC SEGMENTATION
GEOGRAPHIC SEGMENTATION
PSYCHOGRAPHIC SEGMENTATION
BEHAVIORAL SEGMENTATION
DIGITAL TARGETING WITH BIG DATA
BEHAVIORAL TARGETING
CONTEXTUAL TARGETING
GEOGRAPHIC TARGETING
DAY PART TARGETING
AFFINITY TARGETING
SOCIAL POSITIONING
PULLING IT ALL TOGETHER
SUMMARY AND REVIEW
CHAPTER SUMMARY
KEY TERMS
SUMMARY REVIEW QUESTIONS
APPLICATION QUESTIONS
case study: Spotify and the Digital Music Consumer
REFERENCES
CHAPTER THREE: DISCOVERING INSIGHTS
LEARNING OBJECTIVES
RESEARCH FOR STRATEGY DEVELOPMENT
ELEMENTS OF A COMPREHENSIVE SITUATION ANALYSIS
SOCIAL MEDIA LISTENING FOR INSIGHTS
EVALUATE BRAND SENTIMENT
MONITOR COMPETITORS
TRACK TRENDS
ANALYZE KEYWORDS
IDENTIFY BLOGGERS
DETERMINE SITE ANALYTICS
MOBILE DEVICE RESEARCH
MOBILE AS A PRIMARY RESEARCH TOOL
SUMMARY AND REVIEW
CHAPTER SUMMARY
KEY TERMS
SUMMARY REVIEW QUESTIONS
APPLICATION QUESTIONS
Case Study: Chobani USA
REFERENCES
CHAPTER FOUR: RETHINKING CONSUMPTION
LEARNING OBJECTIVES
THE MULTIMEDIA MULTITASKING CONSUMER
SOCIAL MEDIA AND MOBILE TECHNOLOGY IN THE CONSUMER DECISION-MAKING PROCESS
THE PURCHASE FUNNEL AND THE PURCHASE DECISION PROCESS
PROBLEM RECOGNITION
INFORMATION SEARCH AND ALTERNATIVE EVALUATION
PURCHASE AND POSTPURCHASE PROCESSES
GROUP INFLUENCE IN SOCIAL AND MOBILE NETWORKS
SOCIAL COMMUNICATIONS AND MARKETER INSIGHTS
FORMS OF COMMUNICATION
SOCIAL WORD OF MOUTH
VIRAL MARKETING STRATEGY
SOCIAL MEDIA AND MOBILE TECHNOLOGY ADOPTION
THE PRODUCT LIFECYCLE FOR BRANDS CONSIDERING SOCIAL AND MOBILE STRATEGIES
SUMMARY AND REVIEW
KEY TERMS
SUMMARY REVIEW QUESTIONS
APPLICATION QUESTIONS
Case Study: Pinterest Joins the Social Media Superstars
REFERENCES
CHAPTER FIVE: DEVELOPING AND DISTRIBUTING
LEARNING OBJECTIVES
SOCIAL MEDIA, MOBILE MARKETING, AND THE MARKETING MIX
PRODUCT DEVELOPMENT IN THE SOCIAL AND MOBILE SPHERES
CROWDSOURCING IN PRODUCT DEVELOPMENT
THE WISDOM OF CROWDS
CROWDSOURCING COLLABORATION
PRODUCT OPPORTUNITIES IN SOCIAL MEDIA AND MOBILE MARKETING
CUSTOMER VALUE
COMPLEMENTARY PRODUCTS
IMAGE BUILDING
COMPETITIVE ADVANTAGE
CONSUMER FEEDBACK
SOCIAL MEDIA AND MOBILE DISTRIBUTION AND E-COMMERCE
WHOLESALER USE OF SOCIAL MEDIA
SOCIAL MEDIA IN RETAIL ENVIRONMENTS
MOBILE E-COMMERCE AND DISTRIBUTION
BRICK-AND-MORTAR STORES FIGHT BACK
TABLETS FUELING ONLINE SALES
GEOSOCIAL ELECTRONIC COMMERCE
SUMMARY AND REVIEW
CHAPTER SUMMARY
KEY TERMS
SUMMARY REVIEW QUESTIONS
APPLICATION QUESTIONS
Case Study: Yammer
REFERENCES
CHAPTER SIX: PRICING AND PROMOTING
LEARNING OBJECTIVES
THE IMPACT OF SOCIAL MEDIA AND MOBILE TECHNOLOGY ON PRICING STRATEGY
PRICING CONSIDERATIONS
PRICING METHODS
CONSUMER RESPONSE TO PRICING STRATEGY
PRICING STRATEGIES FOR SOCIAL MEDIA AND MOBILE PROPERTIES
SOCIAL AND MOBILE PROMOTIONAL STRATEGY
COUPONS AND OTHER SALES PROMOTIONS
TRADE PROMOTIONS
RESEARCH ON CONSUMER RESPONSE TO SALES PROMOTIONS
SOCIAL MEDIA FOR EXECUTING SALES PROMOTIONS
DAILY DEAL SITES
ENHANCING SPONSORSHIPS WITH SOCIAL MEDIA AND MOBILE
PUBLIC RELATIONS AND SOCIAL PROMOTION
EXPERIENTIAL MARKETING AND NEW MEDIA
SOCIAL SELLING
SUMMARY AND REVIEW
KEY TERMS
CHAPTER SUMMARY
SUMMARY REVIEW QUESTIONS
APPLICATION QUESTIONS
case study: The Social Cola Wars
REFERENCES
CHAPTER SEVEN: DIGITAL IMPERATIVES
LEARNING OBJECTIVES
THE INTERNET AS A PREREQUISITE FOR SOCIAL AND MOBILE STRATEGIES
THE IMPORTANCE OF SEARCH IN MARKETING
ORGANIC SEARCH
PAID SEARCH
CHOOSING THE BEST PAYMENT METHOD
SEARCH ENGINE OPTIMIZATION
EVOLVING RULES OF SEARCH ENGINE OPTIMIZATION
TIPS FOR SEARCH ENGINE OPTIMIZATION
WEBSITE DESIGN FOR ACHIEVING GOALS
INTERACTIVITY
PERCEIVED RISK
DEVELOPING WEB AND MOBILE USE CASE SCENARIOS
CULTURAL FACTORS IN WEB DESIGN
MOBILE SITES
EMAIL MARKETING AND THE MOBILE OPPORTUNITY
WHEN TO CHOOSE AN EMAIL STRATEGY
STRATEGIES FOR COLLECTING OPT-IN EMAILS
EMAIL RETURN ON INVESTMENT
LESSONS FROM DIRECT MARKETING
SUMMARY AND REVIEW
CHAPTER SUMMARY
KEY TERMS
SUMMARY REVIEW QUESTIONS
APPLICATION QUESTIONS
case study: Screwfix’s Digital Strategy
REFERENCES
CHAPTER EIGHT: PLANNING COMMUNICATIONS
LEARNING OBJECTIVES
THE IMPORTANCE OF INTEGRATED MARKETING COMMUNICATIONS
PROMOTIONAL OPPORTUNITIES ABOUND
CHOOSING THE RIGHT STRATEGY FOR THE RIGHT TOUCHPOINT
ADVERTISER SPENDING IN THE GLOBAL MARKET
STEPS IN THE MARKETING COMMUNICATIONS PROCESS
SITUATION ANALYSIS
SETTING ORGANIZATIONAL OBJECTIVES AND GOALS
SEGMENTING AND TARGETING THE MARKET
DETERMINING THE BUDGET
OUTLINING POTENTIAL MARKETING STRATEGIES
IDENTIFYING AND DEVELOPING CONTENT
ADVERTISERS AND AGENCY ROLES AND RELATIONSHIPS
EVALUATING THE CAMPAIGN
SUMMARY AND REVIEW
CHAPTER SUMMARY
KEY TERMS
SUMMARY REVIEW QUESTIONS
APPLICATION QUESTIONS
case study: Porsche’s Social Media Planning
REFERENCES
CHAPTER NINE: EXECUTING STRATEGY
LEARNING OBJECTIVES
THE EVOLUTION OF MEDIA IN DIGITAL MARKETING
OWNED MEDIA AND SOCIAL MEDIA
BLOGS ARE OWNED MEDIA FOR BRANDS
THE DEVELOPMENT OF SOCIAL NETWORKS
SOCIAL MEDIA AROUND THE WORLD
STRATEGIES FOR SOCIAL MEDIA
PAID MEDIA
PAID PLATFORMS
SELF-DIRECTED PAID PLATFORMS
REVIEW SITES
PROGRAMMATIC BUYING, REAL-TIME BIDDING, AND REMARKETING
BLOGGER OUTREACH
SOCIAL NETWORK ENGAGEMENT
SUMMARY AND REVIEW
CHAPTER SUMMARY
KEY TERMS
SUMMARY REVIEW QUESTIONS
APPLICATION QUESTIONS
case study: aden + anais
REFERENCES
CHAPTER TEN: INTEGRATING MEDIA
LEARNING OBJECTIVES
BUILDING AN INTEGRATE D BRAND COMMUNICATIONS STRATEGY
IS ADVERTISING SPENDING JUSTIFIED?
BUDGETING FOR MARKETING COMMUNICATIONS
METHODS FOR DETERMINING AD BUDGETS
MAKING THE MEDIA BUDGET DECISION
MULTIMEDIA MESSAGE PROCESSING IN ADVERTISING
ORDER OF EXPOSURE
DIFFERENT PROCESSING FOR DIFFERENT MEDIA
ADVANTAGES AND DISADVANTAGES OF MAJOR MEDIA FORMATS
MEASURING ADVERTISING EFFECTIVENESS
TELEVISION AND RADIO MEASUREMENT
PRINT AND OUTDOOR MEASUREMENT
DIGITAL AND TRADITIONAL METRICS FOR SOCIAL MEDIA
SHARE OF VOICE FOR SOCIAL MEDIA
SOCIAL MEDIA AND MOBILE TECHNOLOGY IN THE MEDIA PLAN
MOBILE’S CONTRIBUTION TO THE MEDIA MIX
SUMMARY AND REVIEW
CHAPTER SUMMARY
KEY TERMS
SUMMARY REVIEW QUESTIONS
APPLICATION QUESTIONS
case study: Axe and Old Spice Battle in Traditional and Digital Media
REFERENCES
CHAPTER ELEVEN: MOBILE TOUCHPOINTS
LEARNING OBJECTIVES
MOBILE IS BOOMING
SMARTPHONES
TABLETS
RESEARCHING AND CREATING MOBILE STRATEGIES
STRATEGIES FOR SHORT MESSAGE SERVICE AND MULTIMEDIA MESSAGE SERVICE
THE MOBILE WEB
OPTIMIZING FOR THE MOBILE WEB
QUICK RESPONSE CODES
MOBILE APPLICATIONS
APP DEVELOPMENT
RETAIL APPS AND PAYMENTS
MOBILE GAMING
MOBILE ADVERTISING
PURCHASING AD SPACE ON MOBI