MKTG 3850
Buyer Behavior
Worksheet 10: Chapter 8: From Print and Broadcast Advertising to
Social and Mobile Media
1. Describe what is meant by (a) impression-based (eyeballs) targeting; and
(b) segment-based targeting. State at least two things about type of
targeting.
2. Describe the differences among: (a) owned social media; (b) paid social
media; and (c) earned social media. Provide examples in each case to
support your discussion.
3. Describe three ways in which a brand could track the effectiveness of its
social media engagement efforts.
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