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Toys 'R' Us Retailers Are Using Social Media in Unprecedented Levels.In 2011,more Than

question 10

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Toys 'R' Us
Retailers are using social media in unprecedented levels.In 2011,more than 90% of all U.S.retailers were using social media.That's a monumental increase given the fact that only 4% used it in 2007.About 70% are on Facebook and MySpace,and more than half use Twitter.Toys 'R' Us is one of those retailers.The retailer has enlisted basketball superstar Shaquille O'Neal in a "Join Shaq Give Back" promotion in which $1 is donated to a charity for every new Facebook fan.Shaq tweets about his "Shaq-a-Claus" challenge to his 4.3 million followers.The Facebook site also focuses on parents with the song "I don't want to grow up."
-Refer to Toys 'R' Us.Which type of product advertising is this campaign built around?

Definitions:

Perceptual Marketing

Marketing strategies that focus on influencing consumers’ perceptions and attitudes towards a product or brand rather than its actual attributes.

Social Responsibility

The obligation of individuals, organizations, and businesses to act for the benefit of society at large, emphasizing ethical behavior and actions that contribute positively to the community.

Marketing Ethics

Principles and standards that guide behavior and decisions in marketing to ensure fairness, honesty, and respect for consumers and society.

Commoditization

The process in which goods or services become interchangeable with others in the same market, leading to competition primarily on price.