week 10: communications

Question 1

what is apart of the marketing mix?

Answer 1

1. promotion
2. promotional mix

Question 2

promotion

Answer 2

communication that will reach the target market

Question 3

components of promotional mix

Answer 3

1. advertising
2. personal selling
3. sales promotion
4. sponsorship
5. publicity
6. public relations

Question 4

advertising

Answer 4

paid and controlled by the organization

Question 5

personal selling

Answer 5

a person that tries to sell one or many things (ie. tickets)

Question 6

sales promotion

Answer 6

discount to stimulate sales

Question 7

sponsorship

Answer 7

partnership between two entities

Question 8

publicity

Answer 8

awarded indirectly to the organization

Public visibility or awareness through media for a product, service or organization, not directly paid for

Media relations → deep understanding of media and relationships built between the sports organization and media members over time

People employed within media organizations or outlets

Medium of mass communication

Anything in audio or visual from the presents or represents sport to an audience

Question 9

public relations

Answer 9

interactions with the public

Question 10

publicity strategies

Answer 10

1. press release
2. press conferences
3. media kit
4. media training

Question 11

press release

Answer 11

communicate information at a low cost

Question 12

press conferences

Answer 12

highlight important events

Question 13

media kit

Answer 13

motivate the media

Question 14

media training

Answer 14

make key employees media literate

Question 15

public relations

Answer 15

planning and management of contacts and interactions between the public and the sport organization, reputation management

Question 16

public relations strategies

Answer 16

1. stakeholder management
2. CSR
3. sponsorship
4. events
5. social media

Question 17

digital media

Answer 17

any media that can be encoded in a machine-readable format, and can be created, viewed, distributed, modified and preserved on computers

Question 18

social media

Answer 18

a web-based service that allows individuals to

1. Construct a public or semi-public profile within a bounded system
2. Articulate a list of other users with whom they share a connection
3. View a transverse their list of connections and those made by others in the system

Question 19

what makes social media different?

Answer 19

Cost-effective

Embraces interactivity, collaboration, and co-creation above one-to-many communication

Integrates communication and distribution channels

Provides opportunities for customization

Delivers superior speed for the delivery for information communication and feedback

Question 20

content strategy

Answer 20

1. Chose social media marketing goals that align to business objectives and brand values
2. Learn everything you can about your audience
3. Know your competition
4. Do a social media audit
5. Set up accounts and improve profiles
6. Find inspiration
   Know your voice
7. Create a social media content calendar

Question 21

tracking your metrics involves

Answer 21

1. awareness
2. engagement
3. conversion
4. consumers

Question 22

awareness (tracking your metrics)

Answer 22

illuminate your current and potential audience: brand awareness, audience growth rate, post reach, potential reach

Question 23

engagement (tracking your metrics )

Answer 23

shows how audiences are interacting with your content: applause rate, engagement rate, amplification rate, virality rate

Question 24

conversion (tracking your metrics)

Answer 24

demonstrates the effectiveness of your social engagement: ie. Cost Per Thousand impressions, social media conversion rate, conversion rate