Chapter 16 introduces earned media (including positive press mentions) and social media. An article in Bloomberg Businessweek “Proof You Can Sell Sunglasses Using Social Media” (November 4, 2016) shows how the Spanish sunglasses brand Hawkers has utilized social media to grow its brand. The company’s Instagram and Twitter accounts have more than 450,000 and almost 200,000 followers respectively. The article also describes a guerilla marketing campaign tied to the iPhone introduction.
Look at the list of “Key Terms” (terms listed in bold/red in the chapter) at the end of the chapter. For how many of the terms listed can you find an example from this article? List each term and the example from the article.