TAILIEUCHUNG - Lecture Marketing (11/e): Chapter 19 – Kerin, Hartley, Rudelius

Chapter 19 provides knowledge of using social media to connect with consumers. This chapter define social media and describe how they differ from traditional advertising media, identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions, describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Define social media and describe how they differ from traditional advertising media. Identify the four major social networks and how brand managers integrate them into their organizations’ marketing actions. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO: LO2 LO1 Describe the differing roles of those receiving messages through traditional media versus social media and the factors brand managers use to select a social network. Explain how social media can produce sales revenues for a brand and compare the performance measures linked to inputs or costs versus outputs or revenues. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO: LO4 LO3 Describe how the convergence of the real and digital worlds affects the future of social media. LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 19, YOU SHOULD BE ABLE TO: LO5 CONNECTING WITH .

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