代写 HK 3052 MARKETING COMMUNICATIONS

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  • 代写 HK 3052 MARKETING COMMUNICATIONS

    HK 3052
    MARKETING COMMUNICATIONS
    Lecture 7:
    Media planning: Advertising and IBP in Digital
    and Social media
    Learning Objectives
     Understand the role of digital and social media
    in advertising and IBP along with the options
    available to brands through digital or social
    media
     See the importance in virtual identity for
    consumers and brands online
     Understand the basics of digital advertising and
    e-search
    2
    Learning Objectives
     Know the basics of e-commerce as related to
    IBP and how it can stem from e-advertising,
    social media, and e-search
     Note the advantages of digital and social media
    for implementing advertising and IBP
    campaigns, along with noting the dark side of
    social media, such as security and privacy
    concerns
     See how to synergize with different IBP tools
    3
    The Digital and Social Media as a Synergistic IBP
    Tool
     Online terms and brands have changed the way
    of online consumer behavior, advertising, and
    branding
     Digital marketers can create events with
    sponsors to help instill brand loyalty with offline,
    experiential marketing
     Companies align their corporate websites and
    social media objectives to enhance their return
    on investment for digital advertising
    4
    Social Media and Web 2.0
     Web 2.0: Distinguishes the progression of the
    Internet to interactive online communication,
    participation, and engagement
     User-generated content (UGC) or consumer-
    generated media (CGM): Information and
    comments created and posted by consumers to
    add value to socially embedded websites
     Organizations reach and interact with existing
    customers online while becoming part of
    customer conversations
    5
    Media Types in Social Media
    代写 HK 3052 MARKETING COMMUNICATIONS
     
    • Incremental exposure earned by a brand through
    viral engagement and interactions
    Earned media
    • Brand assets created within social networks by an
    organization
    Owned media
    • Advertisements that can be purchased on digital
    platforms
    Paid media
    Social Media
     Group of Internet-based applications that build
    on the ideological and technological foundations
    of Web 2.0
     Allows for the creation and exchange of user-
    generated content
    7
    Social Media
    Categories
     Social networking websites
     Blogs: Maintained and written by individuals
     Hosted and owned by an organization that
    provides access to Web space and a content
    management system
     Micro-blogs: Enable users to post and read short
    message
    8
    Social Media
     Video sharing websites: Consumers and
    companies upload videos and watch others’
    videos for free
     Photo sharing sites: Uploading and viewing still
    images for free
     Social news websites: Allow people to discover
    and share content on the Internet by submitting
    links and stories to a central service
    9
    10
    This brand uses
    the look and feel of
    Pinterest with their
    “Be Naturally
    Good” campaign. It
    is further
    synergized well
    with QR codes and
    facebook.com.birk
    enstock.
    ©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
    Birkensto Birkenstock
    Consumer and Brand Virtual Identity
    Consumer virtual identity
     Virtual identity: The way consumers or brands
    use images and text online to construct or
    showcase its identity
     Relates to IBP, social media, and digital
    advertising
     Avatars - Consumer-generated images used by
    online user to portray their real identity, which
    may not coincide
    11
    Social Media as a Brand Management Tool
     Helps brands to establish and maintain a brand
    image, reputation, or position
     Digital advertising opportunity that can target by
    consumer lifestyle
     Responsibility of brand managers
     Track what is being said by consumers
     Interpret consumer-generated information
     Respond to social media posts and comments
    12
    Digital Advertising
    Advertising revenue models
     Pay-per-click (PPC): Advertiser is charged by
    the number of people who click on the ad
     Bidding for specific ad words in search engines
    and social media
    13
    Types of Digital Ads
    Social media ads
     Sponsored stories: Ad-like stories that can be
    promoted with payment
     Post ads: Have higher response rates because
    they are within consumers’ post to their network
    14
    Types of Digital Ads
     Web ads: Drive traffic off of the site where the
    digital ad is run
     App ads: Linked with a third-party application
     Generate consumer loyalty
     Provide consumer data for accurate key word
    targeting
    15
    Types of Digital Ads
    Display/banner ads: Paid placements of
    advertising on sites that contain copy or images
     I-Traffic Index: Computes a site’s advertising
    value based on:
     Traffic
     Placement and size of ads
     Ad rates
     Evaluations of the site’s quality
    16
    17
    The symphony is
    trying to stay hip
    with trendsetter
    socialites with Twitter-
    and Facebook-
    leveraged
    messages
    encouraging girls’
    nights out or nights
    out on the town with
    friends.
    ©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
    Austin Symphony
    Types of Digital Ads
    Pop-up/pop-under ads
     Pop-under ads: Present under the active
    window
     Visible once the surfer closes that window
     Pop-up ad: Opens in a separate window while a
    page is loading
     Interstitial: Loads while the user is browsing
     Appear on a site after a page has been requested
    18
    Types of Digital Ads
    E-search: Looking for ideas, brands, and
    information online for purchases or entertainment
    Paid search and search engine optimization
     Paid search: Paying websites and portals to
    place ads in or near relevant search results
    based on key words
     Search engine optimization (SEO): Volume
    and quality of traffic to a website from search
    engines are improved based on surfers’ profiles
    19
    Importance of IBP in E-Tail
     Big data: Huge volume of structured and
    unstructured data that is much too large to
    analyze or process using traditional ways
     Collusion - Helps a user to track and block
    people who track them
     Graphs the spread of the user’s online data from the
    sites to these trackers
     Scope of e-commerce and online shopping has
    grown
     Highlight the need to understand the online shopping
    process
    20
    Advantages of Digital and Social Media
     Interactivity: Two-way communications that can
    feed off one another
     Click-through: Measure of the number of page
    elements that have been requested
     Integration of digital and mobile advertising
    21
    Advantages of Digital and Social Media
     Cost of Web ads compares favorably with ads
    placed in traditional media
     Engagement via a digital footprint
     Digital footprint: Engaging and integrating brands
    with consumers’ lifestyles that they have shared in
    their open book
    22
    Disadvantages of Digital and Social Media
     Cyber-identity theft: Theft of a user’s identity
    by online or digital means
     Online resistance: Attitude or behavior against
    the digital movement at times
     Privacy and information in social media
     Privacy seal: Logos that show the site has been
    endorsed or is a member of a third-party privacy
    endorser
    23
    Disadvantages of Digital and Social Media
     Disclosure on the main social media platforms
     Consumers’ loss of information control
     Privacy intrusions due to friends’ behaviors
     Digital vigilance
    24
    25
    Otter Box uses
    digital media to
    speak to a
    relevant target
    audience of iPhone
    owners in their
    iProtection
    campaign.
    ©2015 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
    Otter box
    Synergizing with Other IBP Tools
    Video games and advergaming
     Advergaming: Advertising and brand placement
    within video games
     Integrates a brand spokesperson or personality
    as a main character within the game
    26
    Synergizing with Other IBP Tools
    Sales promotion
     Coupons
     Social couponing sites
     E-centives
     Contests and sweepstakes
     Sampling, trial offers, price-off deals
    Public relations and publicity
     Companies can use the Web to disseminate
    information about the firm
    27
    Synergizing with Other IBP Tools
    Direct marketing, e-commerce, and m-commerce
     Email
     Viral vide o
     Viral marketing: Consumers marketing to
    consumers over the Internet through electronic or
    in-person word of mouth
     Mobile marketing: Reaching consumers on
    Internet-enabled mobile devices
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    代写 HK 3052 MARKETING COMMUNICATIONS