Which of the Following Represent Two Overarching Objectives Relevant to the Use

question 58

Multiple Choice

Which of the following represent two overarching objectives relevant to the use of social media marketing as part of a brand's promotional mix?

• A) Extend and leverage the brand's media coverage; Influence the consumer throughout the decision-making process
• B) Charge consumers for as many experiences as possible; Use social media as vertical, one-way mass communication tools
• C) Create efficiencies in the brand supply chain management process; Use social media as vertical, one-way mass communication tools
• D) Influence the consumer throughout the decision-making process; Create efficiencies in the brand's supply chain management process
• E) Charge consumers for as many experiences as possible; Create efficiencies in the brand's supply chain management process

---

Definitions:

Program Analyses

Systematic evaluations of the processes and outcomes of a program to understand its effectiveness, efficiency, and impact.

Program Evaluation

The systematic collection of information about the activities, characteristics, and outcomes of programs to make judgments, improve effectiveness, and/or inform decisions about future programming.

Metaevaluation

The process of evaluating the methods and processes used in an evaluation to assess their accuracy, effectiveness, and quality.

Evaluation Trail

The systematic assessment of the path and outcomes of reasoning, decision-making, or the implementation of an intervention, often for accountability purposes.