7 what are the three most important features of

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7. What are the three most important features of Facebook for marketers to consider? 8. List and briefly describe the basic Facebook marketing tools. 9. How can you measure the results of a Facebook social marketing campaign? 10. List and briefly describe Twitter marketing tools. 11. How can you measure the results of a Twitter social marketing campaign? 12. In what way are Pinterest postings similar to display ads? 13. List and briefly describe some of Pinterest’s marketing tools. 14. Why is mobile marketing different from desktop marketing? 15. What is the fastest growing m-commerce platform and why? 16. Why are in-app ads so important to marketers? 17. What is the multi-screen environment and how does it change marketing? 18. What kinds of ad formats are found on mobile devices? EC13_CH07.indd 491 11/21/2016 4:53:41 PM 492 CHAPTER 7 Social, Mobile, and Local Marketing 19. Why is location-based marketing so attractive to marketers? 20. List and describe some basic location-based marketing tools.
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8. Ethical, Social, and Political Issues in E-commerce 1. What basic assumption does the study of ethics make about individuals? 2. What are the basic principles of ethics? 3. Explain Google’s position that YouTube does not violate the intellectual property rights of copyright owners. 4. Define universalism, slippery slope, the New York Times test, and the social contract rule as they apply to ethics. 5. Explain why someone with a serious medical condition might be concerned about researching his or her condition online, through medical search engines or pharmaceutical sites, for example. What is one technology that could prevent one’s identity from being revealed? 6. Name some of the personal information collected by websites about their visitors. 7. How does information collected through online forms differ from site transaction logs? Which potentially provides a more complete consumer profile? 8. How is the opt-in model of informed consent different from opt-out? In which type of model does the consumer retain more control? EC13_CH08.indd 575 11/21/2016 5:39:23 PM 576 CHAPTER 8 Ethical, Social, and Political Issues in E-commerce 9. What are the two core principles of the FTC’s Fair Information Practice principles? 10. What is the Privacy Shield policy adopted by the European Union and the United States? 11. Name three ways online advertising networks have improved on, or added to, traditional offline marketing techniques. 12. Explain how behavioral targeting is supposed to benefit both consumers and businesses. 13. How could the Internet potentially change protection given to intellectual property? What capabilities make it more difficult to enforce intellectual property law? 14. What does the Digital Millennium Copyright Act (DMCA) attempt to do? Why was it enacted? What types of violations does it try to prevent? 15. Define cybersquatting. How is it different from cyberpiracy? What type of intellectual property violation does cybersquatting entail?
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