Comm 148 UCLA FINAL QUESTIONS WITH 100 % CORRECT ANSWERS | VERIFIED

Reach - represents the number of people, households, or businesses in a target audience exposed to a media vehicle or message schedule at least once during a given time period, which normally consists of four weeks frequency - The average number of times an individual, household, or business within a particular target market is exposed to a particular advertisement within a specified time period— again, usually four weeks cost per thousand (CPM) - the dollar cost of reaching 1,000 members of a media vehicle's audience. the three types of continuity exposure patterns in a media schedule. - continuous, pulsating, and discontinuous continuous campaign - uses media time in a steady stream. pulsating schedule - should reach consumers when they are most likely to make purchases or buy special merchandise, such as during the holidays flighting (or discontinuous) campaign - advertisements run at only certain times of the year The Three-exposure Hypothesis - an advertisement can make an impact on an audience regardless of individual needs or wants the recency theory - a consumer exhibits selective attention and focuses on personal needs and wants as he considers advertisements the media multiplier effect - the combined impact of using two or more media will be stronger than using either medium alone.In terms of the internet evolution, describe Web 4.0. - contains the key characteristics of customer engagement, cloud operations, and web participation. Engagement constitutes the primary business model for Web 4.0. channel integration. - essential when the business sells through additional channels beyond the web. brand engagement strategy - E-commerce sites create opportunities for brand engagement and customer interaction Blogs, feedback applications, and customer reviews provide ways for e-commerce sites to encourage customers to interact with the website. What incentive types are cyber-baits? - Any lure or attraction that brings people to a website. The most common forms include financial incentives, convenience incentives, and value-added incentives What does effective mobile marketing involve? - involves understanding the social and shopping nature of mobile phones and incorporates it into the firm's mobile marketing strategy. What is interactive marketing? - The development of marketing programs to create interplay between consumers and businesses assists two-way communication and customer involvement Describe geo-targeting. - location-based mobile advertising campaigns. Involves reaching customers where they are located by contacting their mobile communication devices. What is social media marketing? - The utilization of social media and/or social networks to market a product, company, or brand. Compared to Twitter, why is Facebook more effective for advertising? - Twitter tends to be a one way message whereas Facebook features two-way communication between friends.What should social media marketing not have as its primary objectives? - Increasing sales should be viewed as a by-product of social media marketing What are two frequently reported reasons for brands to develop social media marketing campaigns? - To stay engaged with customers To increase brand exposure to potential customers Why is social listening is important for brands? - Listening to social chatter, provides enlightening information to marketing professionals. Comments may be negative or positive, but in most cases visitors render honest opinions. What are the functions of social listening? - • React to negative feedback • Detect problems • Gather topics for branded content • Predict trends • Detect patterns or shifts in views • Identify brand advocates