Trends + Challenges Flashcards
1
Q
What are the changes in media? Are there any issues?
A
Traditional media (radio + newspaper) are seen to be boring and TV and social media are becoming increasingly popular
Issues -
- Some stakeholders may still rely on traditional media
- Some cultures may still rely on traditional media, e.g communist countries due to be restricted such as North Korea and China
2
Q
What is the Edelman Trust Barometer? Issues?
A
A process of establishing how trusted brands are
Ceo’s currently have low trust levels
Issues -
Why will consumers choose your brand if they do not trust the leadership?
3
Q
What have brands done in response to social and activism issues? What are the issues involved with this type of marketing?
A
- Nike Dream Crazy campaign = series of motivational stories told by celebrities to tackle diversity issues in America; aim is to empower ethnic minorities
- L’ Oreal #IAmDave = Campaign in France that tackles the issue of % of men being in leaderships roles over women
- Sandy Hook ‘EVAN’ = Tackles gun violence + school shootings in America by showing a love story between two students which highlights that whilst focusing on them you did not focus the signs of a potential school shooter
Issues :
- You have to know the audience, market research does not contextualise and you can get things wrong
- If things go wrong you can seriously insult your audience E.G Gillette #bestamancanbe tackles sexual assault + toxic masculinity but alienated some of the male audience
4
Q
What is influencing marketing? What are the issues?
A
Using influencers on social media to promote products / services
- Issues: not all stakeholders will engage with the content on the platforms
