Answer the questions:

A: Should the success of a social networking marketing campaign be measured simply by an increase in units sold? Why or why not?

B: What key arguments might have been used to convince P&G marketing executives to drop their long-running use of soap operas and replace them with social network advertising?

C: Develop a list of five key criteria that P&G might use to assess both the appropriateness and effectiveness of its YouTube commercials.