chapter 5 Flashcards
whats the difference between advertsing and marketing
adt paid, non-personal, identified sponsor
marketing create, capturing value
what are the goals of advertsing and marketing
increase awareness
launch new products
showcase features and benefits
generates sales lead
what are some digital marketing technique
- digital marketing 101 (promote via online media channel)
- engagement marketing
- applying digital elements (track behaviour metrics)
what do advertisers do online? what are some online advertising techniques
- pay per click PPC advertising (boost web traffic with relevant ads)
- retargeting (tracks engagement for personalized ads)
- search engine optimization (SEO) (increase search rank)
- mobile apps and ads (targeting n personalization)
- personalization and customer engagement (quick access of past purchases, rewards, suggestion)
what are the impacts of social media for PR before and after
before - announce offering, minimized reputation damage
after- 2 way communication, constant engagement
what are the impacts of social media before and after for journalist
before - uni-directional, delayed news, 1 way communication
after-multi directional, real time news, multiway communication
what are the impacts of social media before and after for advertising
before- traditional media (tv, print, radio)
after- digital channels (PPC,SEO, social media ads), personalized and targeted ads
what are the impacts on social media before and after for marketing
before - traditional methods (print ads, direct mail), slower feedback
after - digital strategies, real time support and feeback
what are rhe Driving Factors of making the change of journalism
Real-time updates.
Easy publishing.
Two-way interaction.
Mobile access.
effects of Social Media on Journalism:
Consumption: How news is accessed and consumed.
Who can publish news.
How news is sourced and broadcast.
Journalism Then vs. Now
Then: One-way, top-down, delayed, high entry barriers, print/broadcast.
Now: Multi-way, top & bottom-up, real-time, easy entry, citizen/networked.
what is citizen journalism
ppl as news consumers and producers.
characccteristics of citizen journalism
No professional training, personal viewpoints.
what are the drivers behind citizen journalism
Social media, low entry barriers, mobile tech, fast internet.
what is crowdsourcing
Tasks given to many people via open call.
