(a) Critically evaluate the use of mobile advertising, stating whether you think this method is an effective communications tool or not. (b) Highlight some of the challenges associated with mobile marketing and what advertisers should do to overcome them.
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- In advertising, ______ is the measure of how many times the average person in the target market is exposed to the message. a. media points b. frequency c. impact d. reach What is digital marketing? a. Connecting and communicating directly with targeted consumers using media like TV and radio b. Promoting a business and its products over the internet using tools that drive traffic, leads, and sales c. Using traditional media like magazines to promote products, people, ideas, and activities d. Using the Internet to build premium offers and build and maintain strong local community relationsAlthough mobile advertising makes up a small percentage of online advertising, it is one of the fastest- growing advertising channels. But one obstacle is measuring return on investment in mobile advertising. How are marketers doing so? Develop a presentation suggesting metrics marketers should use to measure effectiveness of mobile advertising.Then read the following carefully: Social networks are here to stay. These have evolved greatly in recent years. What started as something for personal use has become one of the most important advertising strategies of recent times, for companies of all sizes.In this task you will investigate the way in which companies, regardless of their size, use the different social networks to communicate events, news, announcements or general information. Select a small business Go to its website and research the ways it communicates. Look for social networks, wikis, blogs, microblogs that it uses to disseminate its information to the world. Surely you know or can identify businessmen who use this type of available technology to make themselves known or to provide information. Questions: Write one (1) paragraph in which you summarize what you have researched about the ways in which small businesses communicate. Identify the selected company and describe the ways in which it uses technology to…
- Based on the information provided in the case only, do you think that Target has been effective in its use of advertising and public relations tools? How do these promotional tools help achieve Target’s primary communication objectives? Hint: For full credit, answer each of the two parts in the question above and provide support for your answer. In answering the second part of the question about how these tools help Target achieve its promotional/communication objectives, think about how Target’s advertising and public relations are contributing towards achieving Target’s objectives – individually and together.How are marketers measuring the return on investment in mobile advertising? Develop a presentation suggesting metrics that marketers should use to measure the effectiveness of mobile advertising?16- Which one of the following is an offline and passive communication tool? a. Advertising b. Mobile Marketing c. Email d. Personal Selling
- Why does measuring effectiveness in traditional media advertising focus on exposure of advertising versus its creative content? a. Because content can vary greatly depending on your target audience. b. Content is judged based on its efficiency versus its effectiveness. c. There is no standard for measuring creative content. d. It is typically very difficult to change content once it’s completedGive an example of how the skills of a public relations firm might be employed to reinforce the message that a sponsor is trying to communicate through other forms of promotion.34- The paid, non-personal form of the marketing communication that aims to increase retail sales in a short period is called _________ a. Sales promotion b. Personal selling c. Retail advertising d. Public relation
- From the perspective of an advertiser for a low-involvement, packaged-goods product such as cereal, compare and contrast the strengths and weaknesses of the two forms of search engine advertising: keyword-matching versus content-targeted advertising.Why are large brands such as Bob Jane tires such heavy users of advertising? a. Because all large organisations have large advertising budgets b. Because even well-known brands face challenges in being recalled over their competitors c. It’s an illusion; humans just remember large organisations’ advertising more easily d. Because consumer law requires that advertising levels are proportional to a brand’s sizeContent Marketing is often is confused for Paid Advertising, a major difference is that: A) It is against the law to distribute content marketing B) Content marketing is designed to entice users to engage C) Advertising content is more direct D) Content marketing cannot contain Calls to Action