Case study 7

11 questions assignment: should be answered shortly by the chapter that i have attached. 56/ How well did the campaign planners follow the four components of strategic philosophy in social media: 1/ viewing social media as a place consumers can meet and connect, 2/ creating contexts and engaging a community, 3/ using social media to listen and respond and 4/ not using social media to constitute the entire media plan. 16d/ How well was social media used for market research, blogging and targeting influencers, promotions, customer service, new product development and sales? 16e/ how well were height, width and depth of social media measured in the case? 16f/ how well were paid social media used? 16g/ If social media was not used, how could it have been utilized? 17a/ did the campaign planners use mobile marketing? If so, how well did the campaign planners use mobile marketing? 17b/ If mobile marketing was not used, how could it have been utilized? 18a/ did the campaign planners use direct response TV? If so, how well was DRTV used? 18b/ was there a short form or long form strategy? 18c/ was the offer a one-step, two-step or driving online and retail strategy? 62/ If DRTV was not used, how could it have been utilized?