What Is the Challenge Presented to Brand Managers by Social

question 15

Multiple Choice

What is the challenge presented to brand managers by social media advertising?

• A) Brand managers need to realize that social media are less likely to have a marketing objective of immediate sales than traditional media.
• B) Brand managers need to convince social networks to post their ads free of charge.
• C) Brand managers need to create "universally appealing" ads because they cannot target specific demographics on social networks.
• D) Brand managers have difficulty estimating how many users have clicked on their ads, which leads to problems in assessing an ad's effectiveness.
• E) Brand managers need to realize that there are only a few social networks to advertise on.

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Definitions:

Moderator Variable

A factor that influences the magnitude or direction of the association between an independent and a dependent variable in statistical studies.

Criterion Variable

In research, the dependent variable or outcome that researchers are interested in predicting or understanding.

Confounding Variable

A variable outside of the researcher's control that can affect the results of an experiment, making it difficult to establish a clear cause-and-effect relationship.

Independent Variable

In research, the variable that is manipulated or varied by the researcher to observe its effect on the dependent variable.