Suppose that a restaurant near campus wants to use social media to get more students to visit the restaurant. The manager plans to offer a free dessert to anyone who "likes" the restaurant's Facebook page. Describe some data the restaurant should collect to measure the effectiveness of the campaign.

 

List, in order, the steps involved in developing a digital marketing campaign (list all 5 steps)
 

While waiting to be seated at Joes' Bar and Grill, Nadine receives a customer loyalty coupon through an app on her mobile phone for half off an appetizer or dessert with the purchase of an entrée. This use of a location-based software application is designed to promote which of the 4E framework objective

              A)   engage        
              B)   energize
              C)   excite
              D)   experience
              E)   educate

 

 

The Wheel of Social Media Engagement includes the following five effects as drivers of social media: ________, Connected, Network, Dynamic, and Timeliness. 

A)   Information
B)   Communication
C)   Experience
D)   Community
E)   Commerce
              

 

In   Candy Crush Saga, you get five lives to play in the game. When you lose a life, it takes 30 minutes in real-life time to get that life back, or you can spend $0.99 to get all five lives back.   Candy Crush Saga is an example oF 

A)   paid app.    
B)   freemium app.
C)   ad-supported app.
D)   paid app with in-app purchases.
E)   microblog app.

 

 Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter to

               A)  develop beacon technology.
              B)   create accurate keyword analysis. C. engage in promoting their new products.
              C)   analyze content to assess the favorableness or unfavorableness of the sentiments.
              D)   get an accurate count of clicks.

 

When a company that uses social media runs a contest online, it will measure its effectiveness in a variety of ways. One such measure is the conversion rate. The conversion rate for the contest promotion would bE

              A)   the number of people who entered the contest.        
              B)   the number of people who entered the contest plus the number of people who visited the page describing the contest.
              C)   the number of people who visited the page describing the contest.
              D)   the percentage of visitors to the page describing the contest who entered the contest.
              E)   the percentage of fans of the company's page who learned about the contest.

 

7. The final step in the process of creating a digital marketing campaign is to 

                 A)   develop a budget.    
              B)   identify the target audience.
              C)   set goals.
              D)   design the elements of the campaign.
              E)  monitor the program.