Chapter 10 Flashcards
(22 cards)
What are the marketing tools to build exposure?
- Sponsorships
- Media Advertising
- Direct response marketing
- Websites
- Podcasts
What are the marketing tools to build engagement?
- Sponsorships
- Interactive advertising
- Permission E-mail
- Social media
- Blogs
- Podcasts
- Personal selling
- Customer relations
What are the criteria for selecting appropriate communication channels?
- Channels that are used by target audience
- IMC objective being pursued communication or behavioral
- Type of message strategy
Give examples of marketer-controlled channels.
Marketer-Controlled Channels: Media advertising Sales promotions, Public relations, Sales force Direct response marketing
Give examples of consumer-controlled channels.
Consumer-Controlled Channels: Social networks and online communities
Give examples of the mass media channels.
- Television
- Radio
- Newspaper
- Outdoor (billboards)
- Magazines (B2B)
What are the positive aspects of using television (one of the mass media channels)?
- Geographic market selectivity
- Television opportunities
- Networks - diverse audiences
- Cable channels/IPTV, like national cable channels, local cable channels,
- Audiences have similar characteristics
What are the positive aspects of using radio as the chosen mass media channels?
- High level audience selectivity - demographic similarities, narrow geographic reach
- Relative low cost
- Greater message frequency
What are the limitations that come from using radio as chosen mass media channel?
- Each station reaches only small percentage of the market
- Small geographic coverage
What are the main characteristics (positive aspects and limitations) of newspapers?
- They are made for local audiences
- Focus on geographic targeting
- High frequency possible (we can contact customers quite frequently)
- Audience segmentation
- Decline in readership
- Newspaper readers tend to be middle-age or older people with college degree, professional or executive occupation, who own home worth $100,000+
What are the examples, positives & negatives of outdoor mass media channel?
Examples of outdoor mass media channels: billboards, kiosks, mobile signs on vehicles
Positive aspects: they can reach mobile consumers, they are situated in strategic geographic locations, are effective for creating awareness, possibility of multiple exposures along busy route.
Negative aspects: creativity is limited to short messages, short exposure to communication channel, they are easily ignored.
What are the main characteristics (positive aspects and limitations) of magazines?
- Highly targeted audiences
- Popular sports-related magazines
- Demographic similarities
- Psychographic similarities
- Trade magazines
- High cost
What are 2 main characteristics of consumer-controlled channels?
- Consumers have stronger voice and more channels to initiate conversations
- Groundswell (surge of support, approval, or enthusiasm, especially among the general public): customers use technologies to get things from each other, rather than from the corporations
What are 2 primary communication technologies in consumer-controlled channels?
- Social network platforms
- Online communities
Which media channel changed the most in the way companies engage customers?
Social media
What are 3 main characteristics of social media that distinguish them from other media communication channels?
- Community (People with shared interests or passions to gather in a single location such as a Facebook group, blog, or YouTube channel)
- Participants (Focus on conversations that lead to talking with the audience. Social media users are co-creators of communication, not merely recipients)
- Collaborate (Community involvement to collaborate on creating content and dialogue)
What are the most known social networks?
Facebook, Instagram, Twitter
What are the advantages of social network?
- Low cost
- Engage fans and community
- Opinions of members
- Fans feel empowered
- Fans can spread word on brand’s behalf (viral)
What are the disadvantages of social network?
- Companies lose some control
- They must allow negative comments
What are online communities?
Websites either established by a sports property, sports media, or individuals
What are the main characteristics of online communities?
- They are hosted by sports brands
- Some costs involved
- Their reach isn’t as great as with social networking
- There is a must to drive traffic to community
- Most sports properties have an online community
What kind of content can online communities have?
Online communities can have
* Discussion boards
* Blogs
* Photos
* Videos
* Member profiles
* Team pages
