DVD Heaven Sells New and Used DVDs, Particularly to University

question 32

Short Answer

DVD Heaven sells new and used DVDs, particularly to university and college students in large Canadian cities. It plans to expand its business online, hoping to increase sales by offering a more convenient means of ordering for busy college students.
The vice president of marketing suggests opening a Facebook page for DVD Heaven, but the president argues that social media sites would not help its business. Which of the following statements, if true, would support the argument made by the president for NOT using social media sites as part of DVD Heaven's advertising strategy?
Social media is changing so rapidly that what is relevant today may easily be outdated tomorrow.
Search ads combined with social media campaigns lead to higher results for products than just using general search ads.
Brands entered in social networks as topics or members of the community can build customer relations.
Social media sites can increase buzz and word of mouth simply by conversation about a product or business.
Social media sites provide real-time discussions that can include the latest DVDs available or recommendations for DVD purchases.

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Definitions:

Cultural Identities

The sense of belonging or connection to a group based on shared traditions, beliefs, languages, or customs.

Diversity

The practice or quality of including or involving people from a range of different social and ethnic backgrounds and of different genders, sexual orientations, etc.

Diverse Community

A group of individuals coming from a wide range of cultural, ethnic, socioeconomic, and backgrounds, enriching the environment with various perspectives.

Belief Systems

A set of principles or tenets that form the basis of a person's understanding, values, and behaviors.