978-1337407588 Chapter 18 Solution Manual Part 2

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Chapter 18: Social Media and Marketing

TRUE/FALSE

1. YouTube is not considered a social media platform.

PTS: 1 OBJ: LO: 18-1 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

2. By CoverGirl reading posts of fans’ reactions after the announcement, they were practicing

social media monitoring.

PTS: 1 OBJ: LO: 18-2 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

3. Social media has the potential to revolutionize the way organizations communicate with

stakeholders.

PTS: 1 OBJ: LO: 18-3 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

4. While businesses use social media for marketing, it has not created a shift in the advertising

business from a mass-media model to a conversation-based model.

PTS: 1 OBJ: LO: 18-4 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

5. The best social media plan for any business is to create accounts on all social media platforms

and post as often as possible.

PTS: 1 OBJ: LO: 18-1 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

2. The official photographs from James Charles’s campaign are __________ media, while their

social media posts announcing the campaign are __________ media, and comments on those

posts are __________ media.

a. owned, earned, earned

b. paid, owned, earned

c. paid, owned, owned

d. owned, paid, earned

PTS: 1 OBJ: LO: 18-2 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

3. Katy Perry’s Instagram post generated a high volume of new follows for Charles’s Instagram

page. What social media metric would deem the post a success because of these results?

a. buzz

b. interest

c. participation and engagement

d. influence

PTS: 1 OBJ: LO: 18-4 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

4. Prior to joining CoverGirl’s “So Lashy” campaign, James Charles was primarily a

__________ on social media.

a. creator

b. critic

c. collector

d. joiner

e. spectator

PTS: 1 OBJ: LO: 18-4 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

Chapter 18: Social Media and Marketing

5. If CoverGirl posted on one of their social networking pages asking fans to vote for candidates

for the next new face of CoverGirl, this would be an example of __________.

a. crowdsourcing

b. social media monitoring

c. social commerce

d. networking evaluation

PTS: 1 OBJ: LO: 18-1 TOP: AACSB: Reflective Thinking

KEY: CB&E Model: Strategy MSC: BLOOMS: Level I Knowledge

Great Ideas for Teaching Chapter 18

Mandeep Singh, Illinois University

Analyzing an Organization’s Web Presence

Assignment Overview

The rapid proliferation of the World Wide Web (Web) has seen the emergence of a multitude of

websites accompanied by a multitude of business models. While there is no certainty of who will

survive in the competitive Web environment, one thing is for certain: the Web has changed the

way business is conducted. The intent of this assignment is to heighten student awareness and

understanding of an organization’s Web strategy by critically evaluating their online presence.

The assignment may be completed by students working in teams or individually, depending on

the desired level of rigor in the analysis.

Project Objective

Company websites should mirror the marketing strategy of the business those sites drive. This

assignment serves a dual purpose:

1. Students must critically evaluate an organization’s Web presence. Students are expected to

identify the key elements of an organization’s Web presence.

2. Students must evaluate an organization’s website from the integrated marketing

communications (IMC) perspective.

Students are assigned specific websites and are required to evaluate the key elements driving an

Chapter 18: Social Media and Marketing

organization’s Web strategy.

Overview of the Website

Identify the nature of site (product/service) provider. Develop a brief industry profile.

What is the value source from the customer vantage point?

Competitor Analysis

Who are the main non-Web competitors? What are their main competitive strengths?

Who are the Web competitors? What are their Web strategies? What are their unique

strengths? Are their sources of volume and target market shares different from ours?

Competitive Advantage: Is It Sustainable?

The Web brand: Provide a brand positioning statement (the value proposition).

How is the end user’s (and intermediary user’s) value proposition redefined? Compare the

old benefits structure with the new website-driven benefits structure.

Consumer Perspective

Chapter 18: Social Media and Marketing

Does this website provide a personalized and convenient shopping experience? Does it

build a customer profile? Is this profile automatically deployed on subsequent visits?

Is the website easy to use? Is it involving? Can it generate loyalty? Will it be in business

five years from now (why)?

Web Presence from the Integrated Marketing Communications (IMC) Perspective

Discuss how this Web presence parallels the organization’s overall marketing strategy.

Chapter 18: Social Media and Marketing

Part 5: Integrated Case Assignments

Marketing Miscues

Yellow Tailʼs Tails-for-Tails Campaign

Yellow Tail is an Australian wine produced by Casella Wines Pty Ltd. The company entered into

bottled wine commercialization around the beginning of 2000 and quickly became a top

imported wine into the United States. As such, it is not surprising that the company has targeted

The Humane Society of the United States

According to the HSUS website, the society “is the nation’s largest and most effective animal

protection organization—backed by 11 million Americans. . . . HSUS seeks a humane and

sustainable world for all animals. . . . We are America’s mainstream force against cruelty,

Tails for Tails

On February 4, 2010, a Yellow Tail press release announced a collaboration between the

company and the HSUS. In support of the HSUS mission to celebrate animals, the wine

Chapter 18: Social Media and Marketing

The Uproar

The agriculture community has long felt like it has been a target of the HSUS. It was thought that

the HSUS was an organization with a core mission of removing meat, dairy, and eggs from the

Within days, a “Yellow Fail” Facebook page was created and fans of the page skyrocketed to

almost equal that of a Yellow Tail fan page. Bloggers condemned both Yellow Tail and the

HSUS. A call to action was made to stop buying Yellow Tail wine. A fifth-generation rancher in

Sources: Amanda Radke, “Yellow Tail Wine Donates $100,000 to HSUS,” Beef, February 4,

2010,

http://blog.beefmagazine.com/beef_daily/2010/02/04/yellow-tail-wine-donates-100000-to-hsus;

Humane Society, www.humanesociety.org; The Grain Board, www.thegrainboard.com; Walter

Pidgeon to Dill Deutsch, January 27, 2010, www.ussportsmen.org/Document.Doc?id=126;

Open-Ended Questions

Chapter 18: Social Media and Marketing

1. Yellow Tail engaged in cause-related marketing. Why did the effort misfire?

The effort misfired because Yellow Tail did not do due diligence in vetting its “cause”

partner. There were various interpretations of what the cause actually believed and

propagated. While at first glance it seems that the organization is against cruelty to

animals, something that most people would agree with, many people suggested that the

2. What role did the social media ecosystem play in this public relations nightmare?

Social media played the key role in the dissemination of the angst about the tails-for-tails

campaign. The U.S. Sportsmen’s Alliance tweeted about the collaboration between Yellow

Tail and the HSUS. The agricultural community picked up on the news, and word began to

spread throughout the Twitterverse. Within days, a “Yellow Fail” Facebook page was

True/False

1. There was a disconnect between the benefit of Yellow Tail product—wine—and its animal

welfare initiative, Tails for Tails.

PTS: 1 OBJ: 18-1 TOP: AACSB Reflective Thinking

KEY: CB&E Model Strategy MSC: BLOOMS Level I Knowledge

Chapter 18: Social Media and Marketing

2. Seen from the context of the communication process, a YouTube video of a rancher

shooting bottles of Yellow Tail is also noise.

PTS: 1 OBJ: 18-2 TOP: AACSB Reflective Thinking

KEY: CB&E Model Strategy MSC: BLOOMS Level I Knowledge

3. Yellow Tail lacked an integrated market communication message.

PTS: 1 OBJ: 18-6 TOP: AACSB Reflective Thinking

KEY: CB&E Model Strategy MSC: BLOOMS Level I Knowledge

4. Tails for Tails would be appropriate had Yellow Tail produced a line of organic, sulfite-free

vegan-friendly wines and specifically advertised its support of HSUS in friendlier venues

such as vegetarian and vegan magazines and the like.

PTS: 1 OBJ: 18-4 TOP: AACSB Reflective Thinking

KEY: CB&E Model Strategy MSC: BLOOMS Level I Knowledge

Multiple Choice

1. Associating Yellow Tail with HSUS on endcap signage in stores is a(n) __________

promotion.

a. environmental

Tails-for-Tails

c. anti-meat

social media

e. sales

Chapter 18: Social Media and Marketing

PTS: 1 OBJ: 18-4 TOP: AACSB Reflective Thinking

KEY: CB&E Model Strategy MSC: BLOOMS Level II Comprehension

2. In Yellow Tails’ promotional mix, the Tails-for-Tails campaign is which of the following?

a. Advertising

Sales promotion

c. Publicity

Public relations

e. All of the above

PTS: 1 OBJ: 18-4 TOP: AACSB Reflective Thinking

KEY: CB&E Model Strategy MSC: BLOOMS Level II Comprehension

3. The $100,000 donation “did not engender the strong support and affinity among American

consumers.” It did not get any support from American agricultural groups representing the

meat and dairy industry. What does this suggest about a global company like Yellow Tail?

a. It should have hired a lobby group first.

Its home market lacked the kinds of controversy the U.S. market had.

c. HSUS had successfully deceived the Australians.

It did not understand the politics or culture of its chief export market.

e. All of the above

PTS: 1 OBJ: 16-4 TOP: AACSB Reflective Thinking

KEY: CB&E Model International Perspective

Chapter 18: Social Media and Marketing

MSC: BLOOMS Level II Comprehension

4. Yellow Tail finally performed some crisis management and withdrew its sponsorship from

HSUS. This suggests the winemaker does not engage in __________.

a. advocacy advertising

due diligence

c. institutional advocacy

environmentalism

e. animal rights

PTS: 1 OBJ: 16-2 TOP: AACSB Reflective Thinking

KEY: CB&E Model Strategy MSC: BLOOMS Level II Comprehension

5. Why would it have been difficult or even impossible for Yellow Tail to leverage its support

of HSUS?

a. The winemaker lacked a complementary product for vegetarians and vegans.

HSUS did not soften its tone.

c. HSUS has no real animal shelter or rescue program.

The winemaker wants to portray itself as friendly to animals without controversy.

e. All of the above

PTS: 1 OBJ: 18-4 TOP: AACSB Reflective Thinking

KEY: CB&E Model Strategy MSC: BLOOMS Level II Comprehension

6. What went wrong with the Tails-for-Tails campaign is an example of the power of _____ in

undoing the good will that a company wants associated with its brands.

a. Facebook

social media

c. Twitter

Chapter 18: Social Media and Marketing

a plant-based diet

e. All of the above

PTS: 1 OBJ: 18-1 TOP: AACSB Reflective Thinking

KEY: CB&E Model Strategy MSC: BLOOMS Level II Comprehension