lecture 6: understand nature & impact of D.F.M.

Question 1

traditional vs. digital marketing

Answer 1

traditional
- generic audience
- defined place and time
- limited exposure
- positive engagement
- limited variety
- celebrities
- overt, obvious, parental conflict
- country specific

digital
- smartphone for each person
- big data and analytics
- tracking and targeting
- real-time acces and responses
- worldwide access

Question 2

digital food environment

Answer 2

• online spaces where people interact with food-content
• increasingly obesogenic environment

Question 3

types of media

Answer 3

• owned
  -paid
• influencer
• user-generated
• earned
• other entertaining

Question 4

cue reactivity theory and classic conditioning

Answer 4

food cues in ads —> cue reactivity –> purchase and consumption

influenced by: level of integration and individual susceptability

Question 5

key features of social media marketing

Answer 5

• anywhere, anytime
  -personalized
• longer exposure time
• parents are not gatekeeper
• active engagement
• active engagement
• covert and subtle

Question 6

why are adolescent so vulnerable

Answer 6

• early adopters
• highly active on social media
• more spending power
• brand loyalty
• more impulsive

Question 7

ways to encounter negative impact

Answer 7

• advertising literacy training
• increase awareness age requirements for kids
• disclosure in ads
• legislation (dutch ad code: self regulated, hardly any sanctions, age limit is not protected)

Question 8

study van der bread with doritos

Answer 8

no effect

• when the sponsor was mentioned, the ad was recognized
• use of bag of chips as gift was more often choosen