Chapter 10 Flashcards

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1
Q

What are the marketing tools to build exposure?

A
  • Sponsorships
  • Media Advertising
  • Direct response marketing
  • Websites
  • Podcasts
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2
Q

What are the marketing tools to build engagement?

A
  • Sponsorships
  • Interactive advertising
  • Permission E-mail
  • Social media
  • Blogs
  • Podcasts
  • Personal selling
  • Customer relations
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3
Q

What are the criteria for selecting appropriate communication channels?

A
  • Channels that are used by target audience
  • IMC objective being pursued communication or behavioral
  • Type of message strategy
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4
Q

Give examples of marketer-controlled channels.

A

Marketer-Controlled Channels: Media advertising Sales promotions, Public relations, Sales force Direct response marketing

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5
Q

Give examples of consumer-controlled channels.

A

Consumer-Controlled Channels: Social networks and online communities

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6
Q

Give examples of the mass media channels.

A
  • Television
  • Radio
  • Newspaper
  • Outdoor (billboards)
  • Magazines (B2B)
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7
Q

What are the positive aspects of using television (one of the mass media channels)?

A
  • Geographic market selectivity
  • Television opportunities
  • Networks - diverse audiences
  • Cable channels/IPTV, like national cable channels, local cable channels,
  • Audiences have similar characteristics
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8
Q

What are the positive aspects of using radio as the chosen mass media channels?

A
  • High level audience selectivity - demographic similarities, narrow geographic reach
  • Relative low cost
  • Greater message frequency
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9
Q

What are the limitations that come from using radio as chosen mass media channel?

A
  • Each station reaches only small percentage of the market
  • Small geographic coverage
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10
Q

What are the main characteristics (positive aspects and limitations) of newspapers?

A
  • 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+
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11
Q

What are the examples, positives & negatives of outdoor mass media channel?

A

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.

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12
Q

What are the main characteristics (positive aspects and limitations) of magazines?

A
  • Highly targeted audiences
  • Popular sports-related magazines
  • Demographic similarities
  • Psychographic similarities
  • Trade magazines
  • High cost
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13
Q

What are 2 main characteristics of consumer-controlled channels?

A
  • 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
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14
Q

What are 2 primary communication technologies in consumer-controlled channels?

A
  • Social network platforms
  • Online communities
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15
Q

Which media channel changed the most in the way companies engage customers?

A

Social media

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16
Q

What are 3 main characteristics of social media that distinguish them from other media communication channels?

A
  • 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)
17
Q

What are the most known social networks?

A

Facebook, Instagram, Twitter

18
Q

What are the advantages of social network?

A
  • Low cost
  • Engage fans and community
  • Opinions of members
  • Fans feel empowered
  • Fans can spread word on brand’s behalf (viral)
19
Q

What are the disadvantages of social network?

A
  • Companies lose some control
  • They must allow negative comments
20
Q

What are online communities?

A

Websites either established by a sports property, sports media, or individuals

21
Q

What are the main characteristics of online communities?

A
  • 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
22
Q

What kind of content can online communities have?

A

Online communities can have
* Discussion boards
* Blogs
* Photos
* Videos
* Member profiles
* Team pages