With millions of people interacting on sites like Facebook and Twitter, advertisers have turned to a new

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With millions of people interacting on sites like Facebook and Twitter, advertisers have turned to a new form of market research that measures "online buzz." Buzz-tracking companies sift consumer-generated content online and spot trends that advertisers can use to manage the reputation of brands. Use the Internet to research an online buzz-tracking company and answer the following questions: What information does the firm analyze for clients? How has the firm's research helped a client achieve its brand goals? Can buzz-tracking services really provide relevant data about brands, products, and media?
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Advertising and Integrated Brand Promotion

ISBN: 978-0538473323

6th edition

Authors: Thomas O'Guinn, Chris Allen, Richard Semenik

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