Scenario 14-3
With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.)
-(Scenario 14-3)A new business owner is looking into various forms of advertising.Of all the different forms,he seems to be most interested in advertising through interactive media.This may be because:

Question

Scenario 14-3
With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.) 
-(Scenario 14-3)A new business owner is looking into various forms of advertising.Of all the different forms,he seems to be most interested in advertising through interactive media.This may be because:

Quizplus · Accepted Answer

The scenario mentions that businesses are turning to social media for advertising because it allows for "two-way communication" with consumers, indicating that interactive media has an important effect on click-through and sales potential. Therefore, option D is the correct choice. Option A is incorrect as the scenario does not mention that consumers no longer pay attention to advertising on TV. Option B is partially correct, as the scenario states that small business owners find social media to be an inexpensive way to reach target consumers, but this alone does not make it the most beneficial form of advertising. Option C is also incorrect as the scenario does not mention anything about traditional forms of advertising providing inaccurate information to consumers.

Scenario 14-3 With Social Media Websites Such as Facebook and Twitter Garnering