54 this c as e was writ t en by elis abet h nevins

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Unformatted text preview: y other customers have significant impact. People also are likely to trust other users more than an advertising message. Marketers thus are learning a lot about their customers—everything from how to communicate with them to their likes, dislikes, and preferences. T he social atmosphere on the Web should continue to grow, providing an ever-increasing pool of information and marketing opportunities. 54. This c as e was writ t en by Elis abet h Nevins Cas well in c onjunc t ion wit h t he t ex t book aut hors , Dhruv Grewal and Mic hael Levy , as the bas is of c las s dis c us s ion rather than to illus trate either effec tive or ineffec tive mark eting prac tic e. 55. Guy Trebay , “She's Famous (and So Can You), ” The New York Times , Oc t ober 28, 2007; Lev Gros s man, “Tila Tequila,” Time, Dec ember 16, 2006. 56. ht t p: / / s t at is t ic s . allfac ebook . c om/ pages (ac c es s ed April 15, 2010). 57. Trebay , “She's Famous (and So Can You)”; Gros s man, “Tila Tequila. ” 58. ht t p: / / www. fac ebook . c om/ help/ ?page= 409 (ac c es s ed April 7, 2010); Elis abet h A. Sullivan, “Be Soc iable, ” Mark eting News , January 15, 2008. 59. Andrew LaVallee, “Burger King Canc els Fac ebook Ad Campaign, ” The W all St reet J ournal, January 15, 2009. 2011 McGraw-Hill Higher Education Any us e is s ubject to the Term s of Us e and Privacy Notice. McGraw-Hill Higher Education is one of the m any fine bus ines s es of The McGraw-Hill Com panies . connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 3/4 9/15/13 connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs M cGr aw- Hill Connect - Ebook 4/4 9/15/13 M cGr aw- Hill Connect - Ebook M arke ting EBook 3 /e Content Chapte r18: Adv e rtising, Public Re lations, and Sale s Prom otions Questions 1. How can social networking sites keep their users on the site and prevent their moving to a different social network? 2. What type of appeal usually gets people to join a social networking site? What type of appeals do members use to get others to become their online friends? What type of appeals do companies advertising on social networking sites use? Explain the differences. 3. How might you measure the value of the advertising by the firms discussed in this case study? What types of analyses might you use? 2011 McGraw-Hill Higher Education Any us e is s ubject to the Term s of Us e and Privacy Notice. McGraw-Hill Higher Education is one of the m any fine bus ines s es of The McGraw-Hill Com panies . connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs 1/2 9/15/13 connect.mcg r aw- hill.com/connect/hmEBook.do?setTab= sectionTabs M cGr aw- Hill Connect - Ebook 2/2...
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