Social Media Management - Ch 1: Review Questions

What is channel power? How has it changed in the past few decades?

A marketing channel consists of a producer or manufacturer vending goods to various wholesalers or middlemen, who, in turn, sell items to relatilers who offer the items to consumers. Technological devleopments have altered the levels of power held by members of the channel. The growth of internt along with other methods of communication has shifted some channel power to consumers.

Identify the role of integrated marketing in relation to new marketing trends.

A shift in the mindsets of marketing executives after realizze that integrating all marketing communication efforts, including the digitial and social media componenets is vital to success. "Integrated marketing combines multiple types of outreach tactics to most effectively reach a brand's key audiences at every phase of the customer journey" Unifies strategy & message across the channels. Streamlines timing Connect with multiple audiences Creates meaningful insights Maximizes impact

What is a contact point? How do marketers link contact points to customer engagement?

Any place where customers interact with or acquire additional information about a firm. Customer engagement programs often utilize digital & social media & have become part of the total integrated marketing approach.

Who are the typical senders in marketing communications? Who are the receivers?

Businesses - senders Customers - receivers

Define clutter. Name some of the forms of clutter in marketing communications.

Clutter exists when consumers are exposed to hundred of marketing messages per day, and most are tuned out. Talking on the phone during a commercial on TV Driving while listening to the radio Looking at a model in a magazine ad and ignoring the message and brand. Scanning a newspaper for articles to read. Talking to a passenger as the car passes billboards Becoming annoyed by ads appearing on a social media site Ignoring tweets on Twitter because they are not relevant Being offended by the message on a flyer for a local business.

Define communication. How does it play a crucial role in marketing & business?

Communication involves transmitting, receiving & processing information. Marketing & business use communication to capture the customer's attention.

Identify and describe four ways consumers can interact with multiple media formats.

Content grazing - looking at two or more screens simultaneously to access content that is not related. Investigative Spider-webbing - pursues or investigates specific content accross multiple platforms. Quantum journey - focuses on completeing a specific task. Social Spider-webbing - takes place when consumers share content or information across multiple devices.

What steps are required to write a marketing plan?

Current situational analysis S W O T analysis Marketing objectives Target market Marketing strategies Marketing tactics Implementation Evaluation of performance

Name the transmission devices, both human & nonhuman, that carry marketing messages.

Decoding Feedback Noice Clutter

What trends were given to explain the growth in importance of IMC plans in this chapter?

Emphasis on accountability & measurable results Explosion of the digital arena Integration of media platforms Shift in channel power Increase in global competition Increase in brand parity Emphasis on customer engagement

What is a GIMC? Why is it important for multinational firms?

Globally integrated marketing communications program. To reduce costs, careful coordination of marketing efforts should occur across counties. Even when a firm uses the adaption strategy, marketers ffrom vaious countries learn from each other. Synergies take place beween countires & regions. More important, learning can occur.

Define integrated marketing communications (IMC).

IMC is the coordination & integration of all marketing communications tools, avenues & sources in a company into a seamless program designed to maximize the impact on customers & other stakeholders.

How has the use of digital media impacted marketing communications?

Many companies have cut traditional media expenditures, moving the dollars to digital media. Social media & the internet provide consumers with access to a wealth of infomration about companies, products & brands. Individuals communicate with each other. Digital marketing has evolved into a mandatory ingredient rather than an optioin for compaines. Marketers seek to engage all current & prospective customers with the brand in order to acheive success.

What is brand parity? How is it related to successful marketing efforts?

Occurs when there is the perception that most goods and services are essentially the same Marketers try to convince consumers that their company's brand is not the same; that it remains superior or different in some meaningful way.

What are the four parts of the marketing mix?

Price Product Distribution Promotions

What are the parts of an individual communications model?

Sender Encoding Transmission device Decoding Receiver Feedback

What is the difference between standardization and adaptation in GIMC programs?

Standardization - a company features a unifrom product & message across countries,. The basic marketing message stays the same. adaptation - the creation of products & marketing messages designed for and adapted to individual countires. The manner in which a company markets a product in Mexico differs from the methods used in Italy, India, or Australia.

What are the components of an integrated marketing communications program, as outlined in the textbook?

The foundation - corporate image & brand management. 2nd level - advertisting management, advertisting design, traditional media. 3rd level - digital marketing, social media, alternative channels. 4th level - database, direct response, & personal selling, sales promotion, public relations & sponsorships. Top - regulation & ethics, evalutation