Print, Broadcast, Social Media, & Mobile Advertising 1

Question 1

Social Media

Answer 1

Help people connect

Consumer create, share, and exchange information and ideas in virtual communities and networks

Question 2

Impact of Social Media on the Marketing Mix

Answer 2

Product:
Marketers engaged in product development use crowdsourcing to pull together various aspects of the marketing mix for a brand

Price:
Prices of products are transparent online, deal sites influence consumers’ perceptions of price and value

Place:
Marketers can now distribute products via social media, while driving traffic to marketer websites and retailers
People can purchase digital products online

Promotion:
Brands can build awareness, encourage engagement, provide product information, and drive purchase behavior

Question 3

Forms of Consumer Engagement

Answer 3

• Sharing information with others
• Convenience and entertainment
• Passing time
• Interpersonal relations (Meeting Others)
• Promoting one’s self (Sharing Expertise)
• Social bonding

Question 4

Promotional Goals

Answer 4

• Awareness
• Trust
• Education
• Loyalty
• Persuasion
• Remind

Question 5

Owned Media

Answer 5

Ownership of Content: Company or Brand
- Websites, mobile sites, blogs on company platforms

Question 6

Social Media

Answer 6

Ownership of Content: Platform
- Facebook, Twitter, Pinterest, Instagram

Question 7

Paid Media

Answer 7

Ownership of Content: Company owns the message, but the medium limits the format
- TV Commercials, Magazine, Pre-roll Video Ads, Billboards, Promoted Tweets

Question 8

Earned Media

Answer 8

Ownership of Content: Content exists on various platforms and is owned by its creators
- Reviews, Blog Posts, User-Generated Content, Comments

Question 9

Mobile Advertising

Answer 9

Sending messages to consumers’ mobile devices (Short or Interactive Ads)

Value Obtained From Mobile Devices:
Monetary value:
- The device provides good value for the money
Convenience value:
- Save time, increase efficiency, and makes life easier
Emotional value:
- Feeling good and relaxed when using the device
Social value:
- Being accepted by others and impressing them

Question 10

Promotional Tactics

Answer 10

Responses to promotional messages delivered in mobile ads are strongly related to age

Older Consumers:
- More motivated by ads that are relevant to purchases they plan to make

Younger Consumers:
- More interested in ads with coupons and willing to give personal details in exchange for price reductions

Question 11

Search Advertising

Answer 11

Placing online advertisements on web pages that show results from search engine queries