Chapter $7$

$3.$ Highlight some of the issues associated with brand marketers losing control over brand meaning. Are there any benefits to firms intervening to control the conversations taking place in social media? Why or why not?

$4.$ How can brands develop systems to ensure that dynamic information coming in from social media is acted upon quickly? What would this imply for the brand management function?

$5.$ Provide a summary of pros and cons associated with the following: $(1)$ mobile advertising and $(2)$ content marketing. What are some brands that appear to utilize these channels in an

effective manner?