Name: Rafael Bento
Principles of Advertising – Chapter 17
Introducing Social Media
Answer each question thoroughly using the information in your text. Type or handwrite your
answers, being sure to number each answer.
Learning Objective 17-1 Discuss how social media differ from traditional media.
1. What is sckiness?
How something sticks in the mind of consumer.
2. According to Forrester Research, what are the seven di%erent ways consumers engage with
social media?
As creators, conversationalists, critics, collectors, joiners, spectators, and inactives.
3. What is special about de*ning social media?
Social Media are as much technology as they are media and can take on many di%erent
forms, including magazines, forums, weblogs, social blogs, microblogs, wikis, podcasts,
photographs or pictures, videos, ratings, and social bookmarking.
