Bundle: Contemporary Marketing, Loose-Leaf Version, 17th + LMS Integrated MindTapV2.0 Contemporary Marketing, 1 term (6 months) Printed Access Card
17th Edition
ISBN: 9781337493819
Author: BOONE, Louis E., Kurtz, David L.
Publisher: Cengage Learning
expand_more
expand_more
format_list_bulleted
Concept explainers
Question
Chapter 17, Problem 2C
Summary Introduction
Case summary:
Person S promotes his own brands using social media. As many people are using social media he uses many techniques to promote his brand. Because of the techniques, there were many followers in social media. The main advantage of social media is that he could talk directly with his fans. His main strategy was to infuse the promotional message with his own personality.
To discuss: Whether Person X agrees with the given statement and reason behind it.
Expert Solution & Answer
Want to see the full answer?
Check out a sample textbook solution
Students have asked these similar questions
What makes Coca-Cola’s Social Media Marketing Strategy Flawless?
Coca-Cola has shown us time and again that the key to successful social media marketing is to advertise a particular state of mind, feeling, or emotion, rather than just a product. Sure, your production deserves a moment in the limelight somewhere along the line, but the important thing is to make people feel a certain type of way. Coca-Cola has always emphasised how their products can bring consumers happiness, peace, love, and several positive feelings. Coca-Cola’s motto is to build a successful global brand: make human connections, remain innovative, while staying true to simple principles. Let us dive deep into Coca Cola’s social media strategy and try to decipher the secret sauce of the brand.
Direct Engagement with Fans
Coca-Cola’s social media campaign #VerdaderoAmigo, where they redesigned the logo’s iconic wavy ribbon into the “fist bump sign”, celebrates happiness, teamwork, unity, and true friendship.…
What makes Coca-Cola’s Social Media Marketing Strategy Flawless?
Coca-Cola has shown us time and again that the key to successful social media marketing is to advertise a particular state of mind, feeling, or emotion, rather than just a product. Sure, your production deserves a moment in the limelight somewhere along the line, but the important thing is to make people feel a certain type of way. Coca-Cola has always emphasised how their products can bring consumers happiness, peace, love, and several positive feelings. Coca-Cola’s motto is to build a successful global brand: make human connections, remain innovative, while staying true to simple principles. Let us dive deep into Coca Cola’s social media strategy and try to decipher the secret sauce of the brand.
Direct Engagement with Fans
Coca-Cola’s social media campaign #VerdaderoAmigo, where they redesigned the logo’s iconic wavy ribbon into the “fist bump sign”, celebrates happiness, teamwork, unity, and true friendship.…
What makes Coca-Cola’s Social Media Marketing Strategy Flawless?
Coca-Cola has shown us time and again that the key to successful social media marketing is to advertise a particular state of mind, feeling, or emotion, rather than just a product. Sure, your production deserves a moment in the limelight somewhere along the line, but the important thing is to make people feel a certain type of way. Coca-Cola has always emphasised how their products can bring consumers happiness, peace, love, and several positive feelings. Coca-Cola’s motto is to build a successful global brand: make human connections, remain innovative, while staying true to simple principles. Let us dive deep into Coca Cola’s social media strategy and try to decipher the secret sauce of the brand.
Direct Engagement with Fans
Coca-Cola’s social media campaign #VerdaderoAmigo, where they redesigned the logo’s iconic wavy ribbon into the “fist bump sign”, celebrates happiness, teamwork, unity, and true friendship.…
Chapter 17 Solutions
Bundle: Contemporary Marketing, Loose-Leaf Version, 17th + LMS Integrated MindTapV2.0 Contemporary Marketing, 1 term (6 months) Printed Access Card
Knowledge Booster
Learn more about
Need a deep-dive on the concept behind this application? Look no further. Learn more about this topic, marketing and related others by exploring similar questions and additional content below.Similar questions
- What makes Coca-Cola’s Social Media Marketing Strategy Flawless? Coca-Cola has shown us time and again that the key to successful social media marketing is to advertise a particular state of mind, feeling, or emotion, rather than just a product. Sure, your production deserves a moment in the limelight somewhere along the line, but the important thing is to make people feel a certain type of way. Coca-Cola has always emphasised how their products can bring consumers happiness, peace, love, and several positive feelings. Coca-Cola’s motto is to build a successful global brand: make human connections, remain innovative, while staying true to simple principles. Let us dive deep into Coca Cola’s social media strategy and try to decipher the secret sauce of the brand. Direct Engagement with Fans Coca-Cola’s social media campaign #VerdaderoAmigo, where they redesigned the logo’s iconic wavy ribbon into the “fist bump sign”, celebrates happiness, teamwork, unity, and true friendship.…arrow_forwardWhat makes Coca-Cola’s Social Media Marketing Strategy Flawless? Coca-Cola has shown us time and again that the key to successful social media marketing is to advertise a particular state of mind, feeling, or emotion, rather than just a product. Sure, your production deserves a moment in the limelight somewhere along the line, but the important thing is to make people feel a certain type of way. Coca-Cola has always emphasised how their products can bring consumers happiness, peace, love, and several positive feelings. Coca-Cola’s motto is to build a successful global brand: make human connections, remain innovative, while staying true to simple principles. Let us dive deep into Coca Cola’s social media strategy and try to decipher the secret sauce of the brand. Direct Engagement with Fans Coca-Cola’s social media campaign #VerdaderoAmigo, where they redesigned the logo’s iconic wavy ribbon into the “fist bump sign”, celebrates happiness, teamwork, unity, and true friendship.…arrow_forwardWhat makes Coca-Cola’s Social Media Marketing Strategy Flawless? Coca-Cola has shown us time and again that the key to successful social media marketing is to advertise a particular state of mind, feeling, or emotion, rather than just a product. Sure, your production deserves a moment in the limelight somewhere along the line, but the important thing is to make people feel a certain type of way. Coca-Cola has always emphasised how their products can bring consumers happiness, peace, love, and several positive feelings. Coca-Cola’s motto is to build a successful global brand: make human connections, remain innovative, while staying true to simple principles. Let us dive deep into Coca Cola’s social media strategy and try to decipher the secret sauce of the brand. Direct Engagement with Fans Coca-Cola’s social media campaign #VerdaderoAmigo, where they redesigned the logo’s iconic wavy ribbon into the “fist bump sign”, celebrates happiness, teamwork, unity, and true friendship.…arrow_forward
- Jen Hsieh is a college student with a love for fashion who shares outfits and fashion sense on Jennifhsieh, her fashion blog. Her social influence earned her an invitation to Kate Spade’s New York fashion week presentation, after which she blogged, “I had to keep myself from drooling” when describing the collection. Digital influencers like Jen are often paid to write product reviews on their blogs and to post pictures of themselves on sites such as Pinterest and Instagram wearing clothes given to them by the sponsor. Some are given all-expenses-paid trips to events. For example, Olivia Lopez, a personal-style blogger with a site called Lust for Life, was invited by Samsung to the South by Southwest and Lollapalloza music festivals and provided a phone with which to post pictures for her 90,000 Instagram followers. The hashtag “#thenextbigthing,” which is used in Samsung’s product promotions, was included in her posts. Otherwise, Olivia included no indication that Samsung provided…arrow_forwardJen Hsieh is a college student with a love for fashion who shares outfits and fashion sense on Jennifhsieh, her fashion blog. Her social influence earned her an invitation to Kate Spade’s New York fashion week presentation, after which she blogged, “I had to keep myself from drooling” when describing the collection. Digital influencers like Jen are often paid to write product reviews on their blogs and to post pictures of themselves on sites such as Pinterest and Instagram wearing clothes given to them by the sponsor. Some are given all-expenses-paid trips to events. For example, Olivia Lopez, a personal-style blogger with a site called Lust for Life, was invited by Samsung to the South by Southwest and Lollapalloza music festivals and provided a phone with which to post pictures for her 90,000 Instagram followers. The hashtag “#thenextbigthing,” which is used in Samsung’s product promotions, was included in her posts. Otherwise, Olivia included no indication that Samsung provided…arrow_forwardnstagram is the largest-growing social-media platform. It was a success right from the beginningwith over a million users only two months after it was launched. Instagram was developed in SanFrancisco by Kevin Systrom and Mike Krieger. Systrom was working in marketing and started doingengineering at night to help him learn how to code. He created a prototype app of an idea heoriginally called Burbn, which allowed people to check-in where they are on their mobile web app.After meeting people who worked for venture capitalist firms at a party, Systrom got them to agreeto a meeting to discuss Burbn. After the first meeting, he quit his job and two weeks later he hadraised $500,000 from the firms.At this point, Systrom decided to find a team to help him and Mike Krieger agreed to join. Theydecided that the app was very similar to other already established mobile apps, so they pivoted tofocus solely on communication through images. They stripped out all the features from the appexcept…arrow_forward
- Standards for ethical behavior are constantly evolving. Because social media is based on information users share about themselves, the level of intimacy is much more of a concern than mass marketing. Reactions, likes, following, commenting, geographic data all provide insight about who we are. Movies you watch, where you eat, where you shop, your relationship status, and your political views provide marketers intimate and accurate information about you in nanoseconds. Marketers often use this information in emotional appeals to influence. Social media influence is not always about buying a product; it may use emotional appeals to influence your support for causes or ideals. In 2017 Kylie Jenner appeared in a Pepsi ad that ended with the model/actress seemingly diffusing tension between police and protesters by simply sharing a Pepsi. Well that didn't go over very well... Using the concepts presented in the chapter as a guide, answer the following questions: Do you think social media…arrow_forwardOne of the most iconic soft drinks manufacturers in the world, Coca-Cola has a brand which is recognized throughout the globe. Now, 130 years since its founding, the company has products in more than 200 countries, and sell around 1.7 million products a day. The brand is so well recognized that it is important for the business to communicate effectively with customers, in a continual battle to stay relevant and boost its performance for both customers and the public.As with most companies that have been around for more than a hundred years, Coca-Cola has tried and rejected a number of different ways of reaching out to their customers. In the fast paced world of the Internet, big companies are repeatedly finding themselves outpaced by smaller businesses that are more able to quickly adapt to changing demands. Coca-Cola realized that they needed to be more adaptable, and to be able to scale their business up and down according to the demands of individual customers – in this case final…arrow_forwardOne of the most iconic soft drinks manufacturers in the world, Coca-Cola has a brand which is recognized throughout the globe. Now, 130 years since its founding, the company has products in more than 200 countries, and sell around 1.7 million products a day. The brand is so well recognized that it is important for the business to communicate effectively with customers, in a continual battle to stay relevant and boost its performance for both customers and the public.As with most companies that have been around for more than a hundred years, Coca-Cola has tried and rejected a number of different ways of reaching out to their customers. In the fast paced world of the Internet, big companies are repeatedly finding themselves outpaced by smailer businesses that are more able to quickly adapt to changing demands. Coca-Cola realized that they needed to be more adaptable, and to be able to scale their business up and down according to the demands of individual customers in this case final…arrow_forward
- Find a social media campaign from the past three years and, using the metrics from the article, determine whether or not this campaign was successful. If it was not successful, provide suggestions for how the campaign could have been improved. If it was successful, identify some possible next steps for the organization.arrow_forwardDevelop a Social Media Marketing Strategy with the information below as your base data. DOLLA Financial Services Limited will be launching its newest subsidiary, Ultra Financier Limited, on November 1 to be led by CEO David Henriques. The company was incorporated on August 3, according to the Companies Office of Jamaica records, but only received approval for its formation by its board of directors recently. The subsidiary will be injected with $350 million from Dolla's upsized $1.5-billion secured corporate notes (bond). Dolla is the sole shareholder with 1 million ordinary shares, with Dolla Chairman Ryan-Kwesi Reid, Dolla CEO Kadeen Mairs, Dolla Chief Financial Officer Trevene McKenzie, First Rock Private Equity (FRPE) Managing Director Christopher Yeung and Henriques as directors. "Ultra is going to be lending to high net worth (HNW) individuals. We'll lend between $1 million to $100 million per person and we take luxury assets, prime investments, and properties as collateral. A…arrow_forwardAccording to a recently released study, mascots create more social media buzz than do celebrity endorsers. For example, the Pillsbury Doughboy scored 10 (highest on the scale) and LeBron James scored 1. In a small group, find an example of another company using a mascot to create social media buzz and suggest ways the company can create even more buzz. How is social media buzz measured?arrow_forward
arrow_back_ios
SEE MORE QUESTIONS
arrow_forward_ios
