Text Book: Cravens, D., & Piercy, N. (2013). Strategic marketing (10th ed.). New York, NY: McGraw-Hill.
For this assignment, read the case study, "Case 6-1 Facebook," on pages 471-475 of your textbook. Once you have read and reviewed the case scenario, respond to the following questions with thorough explanations and well-supported rationale.
1. Discuss the basics of how Facebook works in regards to its use of the search ads and the display ads. What is the goal of this new type of advertising with respect to branding?
2. How does Facebook use segmentation and targeting in their advertising efforts? Relate this to customer relationship management (CRM).
3. Jeff Chester, executive director of the Center for Digital Democracy, stated "a lot of data is being harvested and monetized by Facebook and its advertisers, but users have no idea." The Beacon system described in this case also played into this arena. What is your opinion on this topic with respect to violation of your privacy?
4. What does the future look like? Is Facebook sustainable with respect to its use as a marketing and advertising tool for business? Think about some of the challenges presented in the case.