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Chapter 18: Social Media and Marketing
1
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
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 18: Social Media and Marketing
3
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
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 18: Social Media and Marketing
4
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
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 18: Social Media and Marketing
5
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.
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 18: Social Media and Marketing
6
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
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 18: Social Media and Marketing
7
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
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 18: Social Media and Marketing
8
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
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 18: Social Media and Marketing
9
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
b
.
Tails-for-Tails
c. anti-meat
d
.
social media
e. sales
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 18: Social Media and Marketing
10
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
b
.
Sales promotion
c. Publicity
d
.
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.
b
.
Its home market lacked the kinds of controversy the U.S. market had.
c. HSUS had successfully deceived the Australians.
d
.
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
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 18: Social Media and Marketing
11
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
b
.
due diligence
c. institutional advocacy
d
.
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.
b
.
HSUS did not soften its tone.
c. HSUS has no real animal shelter or rescue program.
d
.
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
b
.
social media
c. Twitter
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
Chapter 18: Social Media and Marketing
12
d
.
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
© 2018 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
