chapter 19 marketing

Traditional Media

Be able to reach both large and niche audiences Expensive and has restricted access Requires people with specialized skills and training Takes days or months Once it is printed, it cannot be changed Experts can be influencers

social media

Be able to reach both large and niche audiences Relatively cheaper and social media are accessible everywhere Practically anyone can post Fast delivery Content can be altered instantaneously Low credibility and social authority

Posts on social media should be sales pitches most of the time.

False

All of the following statements about user-generated content (UGC) are true except

UGC is reposting an article found in a newspaper or magazine without editing.

Brand managers use both traditional and social media to promote and advertise their products. Traditional media __________ while social media __________.

take longer to produce and use a team of specialists; can be produced inexpensively and quickly by an individual

All of the following are differences between social and traditional media except

the ability to reach a mass or specialized market segment.

What is another term that is sometimes used interchangeably with social media?

user-generated content