Scenario 14-3 With Social Media Websites Such as Facebook and Twitter Garnering

question 74

Multiple Choice

Scenario 14-3
With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.)  
-(Scenario 14-3) A new business owner is looking into various forms of advertising.Of all the different forms,he seems to be most interested in advertising through interactive media.This may be because: 

• A) consumers no longer pay attention to advertising on television.  
• B) interactive media is more beneficial to small business owners. 
• C) traditional forms of advertising provide inaccurate information to consumers. 
• D) two-way communication has an important effect on click-through and sales potential.

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Definitions:

Social Homogamy

The tendency of individuals to marry people who have social characteristics similar to their own.

Interdependent Entities

Components that rely on each other for functionality, existence, or plant life.

Social Learning

A theory that proposes learning occurs within a social context and can result from observation, imitation, and modeling.

Gender Development

The process through which individuals develop a sense of their gender identity, often influenced by social, biological, and cultural factors.