Toys ‘R' UsRetailers are using social media in unprecedented levels, with more than half of them using it for the 2009 holiday season. That's a monumental increase given the fact that only 4% used it in 2007. The majority focused on Facebook (76%), but they also used Twitter and MySpace. Toys ‘R' Us was one of those retailers. The retailer enlisted basketball superstar, Shaquille O'Neal, in a "Join Shaq Give Back" promotion in which $1 was donated to a charity for every new Facebook fan. Shaq tweeted about his "Shaq-a-Claus" challenge to his 2.6 million followers. The Facebook site also focused on parents with the song "I don't want to grow up."Refer to Toys ‘R' Us. The Facebook promotion was trying to get consumers to visit the Toy ‘R' Us Web site and stores to
purchase holiday gifts. This describes the _____ of the campaign.
A. message strategy
B. advertising objective
C. evaluative criteria
D. advocacy
E. task strategy
Answer: B
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