Print, Broadcast, Social Media, & Mobile Advertising 2

Question 1

Designing Social Media Campaigns

Answer 1

Define Objectives
- What is the purpose of the campaign?
- Generate sales, attract more traffic

Available platforms and determine which one to use
- Commercial, print ads, banners, posters, radio
- Introduce influencers, celebrities

Produce campaign’s content using internal and external resources
- Staff, R&D and marketing teams
- Analyze competitors previous marketing strategies

Examine the pricing models for securing access to social media
- Cautious of expenditure
- Create a budget to track money spent

Measure the campaigns effectiveness
- Compare sales results with previous campaigns

Question 2

Analyzing Website Visits

Answer 2

Unique Visitors:
- Number of visitors to the website that have accessed its content
- Can measure of awareness of the campaign

Return Visits:
- Average number of times a user returns to the site within a specific period
- Can measure of effectiveness of the campaign

Time Spent:
- Average amount of time from the start of the visit until the end of the last activity on the page

Actions:
- The actions taken during visits (Redeeming Coupons)

Conversation-Related Measures:
- Average number of time between posts
- Can measure the conversations in a specific post

Visitor Demographics:
- Identify which demographic profiles have the most engagement with the campaign
- Can measure the effectiveness if the message was received by the company’s specific target market

Question 3

The Power of Twitter

Answer 3

One’s degree of influence on Twitter is measured as
- Number of followers
- Number of people following the followers
- Frequency of updating tweets
- Extent to which one’s tweets are referenced or cited

Question 4

Types of Twitter Users

Answer 4

Celebrities: More followers - Less Following

Conversationalists: Followers = Following

Spammers: Collect users with the intent to push content to a wider audience

Question 5

Google Analytics

Answer 5

Enables marketers to measure the effectiveness of their websites and promotional efforts:

Tracking where visitors come from
- Search engines, display ads

Customers’ actions after they arrive at the initial page
- View other pages, download files, create an account

Website visitors’ geographic location and visit lengths

Question 6

Traditional Broadcast Media

Answer 6

One-Way Communications:
- Print, tv, radio, newspapers, magazines
- Same promotional messages is sent to the same audiences

Receivers cannot specify which contents they are interested in or what they prefer to receive

Question 7

Interactive TV (iTV)

Answer 7

Two-Way Communications:
- Between subscribers and content providers

iTV can be used in a tv, computer, or mobile device

Using a remote control or smartphones, viewers of Top Chef can…
- vote on contestants
- immediately see the results of the votes
- download recipes
- buy products featured on the show

Question 8

Branded Content

Answer 8

Featuring products within contents of entertainment
- Product placements on films and TV shows
- Generally a long ad that cannot be skipped

Branded Advergames: video games with ads
- Repeated exposure can have a negative impact on brand attitude