Integrated Advertising, Promotion, and Marketing Communications Eighth Edition Chapter 9 Social Media Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Chapter Objectives 1. What constitutes a social network? 2. What unique characteristics are parts of primary social media websites? 3. What is the nature of social media marketing? 4. Which social media marketing strategies do companies employ? 5. How can marketers use social media strategies in international operations? Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Wholly Guacamole ‘High pressure processing ‘Staple item, popular ‘Leverage social media ‘Brand alliances -Biggest Loser -Sonic -Disney Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Chapter Overview ‘Altered communications ‘Basics of social networks ‘Popular social networks ‘Social media marketing ‘Social media metrics ‘International issues Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Social Media Terms ‘Social media -digital tool or venue that allows for social interaction ‘Social network -social structure of individuals or organizations ‘Social media marketing -utilization of social media or social networks to market a product, company, or brand Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 9.1 Types of Social Networking Sites ‘General social networking sites ‘Niche social networking sites —–Business Family and lifestyle Dating Special interests and hobbies Shopping ‘Social bookmarking sites Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 9.2 US Social Network Penetration Source: Based on ‘This Year, More Than Half of Americans Will Use Facebook,’ https://www.emarketer.com/Articles, February 8, 2016. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Facebook ‘Largest social media site ‘1.2 billion users worldwide ‘Advertising -72% of social media dollars -$10 billion ‘Custom audiences ‘Demographics -Teens decline 25% -Individuals 55+ increase 80% ‘Usage -Only 10% update status daily -Only 15% comment daily Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Instagram ‘Mobile photo and video sharing ‘Owned by Facebook ‘200 million users ‘Users young, wealthy, and female ‘60% visit daily ‘Popular marketing tactics -Contests -Crowdsourcing of photos ‘Uploading personal photos with brand clothes Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Twitter ‘Micro-blogging service ‘Maximum of 140 characters per message ’54 million users ’41 percent are minority ‘Effective method of reaching customers ‘Monitor what customers are saying ‘Effective for small businesses Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 9.3 Tips for Using Twitter ‘Develop a strategy ‘Maintain consistent brand voice ‘Engage followers ‘Focus on relationships ‘Respond to customer comments ‘Avoid total automation Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Pinterest ‘Bulletin-board style social network ’70 million users ‘70% are female ‘Popular topics -Food -Fashion Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved YouTube ‘By 2017 YouTube will surpass Facebook and Twitter ‘Covergirl, Revlon -99% views consumer generated ‘Swiffer ad re-creations -10.5 million views ‘Fan-produced videos exceed brand-produced ‘Product usage or repair -videos instead of manuals ‘Brands monitor fan-created videos -Positive videos -support -Negative videos -creatively respond Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 9.4 Trends in Consumer Video Sharing ‘Uploading broadcast ads ‘Video reviews of products ‘Re-creation of ads ‘Creating consumer produced how-to videos ‘Capturing real-time events ‘Creating branded videos Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 9.5 Reasons for Social Media Marketing ‘Engage fans ‘Increase brand exposure ‘Avenue for customer interaction ‘Increase traffic ‘Generate leads ‘Enhance brand image ‘Improve search rankings ‘Gather customer intelligence ‘Develop loyal fans ‘Increase sales Source: Based on ‘Social Strategies for 2014,’ Wildfire by Google Whitepaper, Ad Age Content Strategy Studio, October 2013; Michael A. Stelzner, ‘2013 Social Media Marketing Industry Report,’ Social Media Examiner, http://www.socialmediaexaminer.com/, 2013. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Reasons for Social Media Marketing (1 of 4) ‘Engage fans ‘Increase brand exposure -Hooters § § § § Brand rejuvenation Social media integral component Engage females Share experiences Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Reasons for Social Media Marketing (2 of 4) ‘Drive traffic ‘Enhance brand image -Provide Web URL in social media -Generate leads -business-to-business -Enhance brand image § Solve problems § Provide information § Gain insights into product usage -JD Powers § Online interactions impact brand perceptions Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Reasons for Social Media Marketing (3 of 4) ‘Improve [organic] search rankings ‘Brand name mentioned in social media -Search engine algorithms examine mentions ‘Content or comments fit search terms -Quality of interactions enhanced Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Reasons for Social Media Marketing (4 of 4) ‘Customer intelligence -Social listening, social chatter -Provides insight into customer thoughts -Occasionally, social buzz requires a reaction -General Mills § § § § § Cheerios ad Negative racist comment Comment section disabled Believed comments were a minority Did not discontinue ad Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 9.6 Functions of Social Listening ‘React to negative feedback ‘Detect problems ‘Gather topics for branded content ‘Predict trends ‘Detect patterns or shifts in views ‘Identify brand advocates Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Brand Advocates Social Listening ‘4.7% fans generate most social buzz ‘Most customers do not make comments ‘Brand advocate characteristics -Behavioral commitment -Emotional connection -Quality communication skills ‘Recruit brand advocates Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Reasons for Social Media Marketing ‘Increase sales ‘Build brand loyalty -Should be secondary objectives -Coca-Cola study § No relationship between buzz and sales -McKinsey study § Negative buzz -8% sales decline Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Successful Social Media Marketing L’Oreal ‘Goal is to keep in touch with customers ‘Three-part strategy -Different marketing strategies and Facebook for each country -Create content that leads to social conversations -Works best when encountered before and after a purchase Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 9.7 Building a Social Media Presence 1. Determine social media goals 2. Determine online personality 3. Decide on social media platforms 4. Develop social media strategies 5. Develop an analytical feedback loop Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 9.8 Social Media Strategies ‘Content seeding ‘Real-time marketing ‘Video marketing ‘Influencer marketing ‘Interactive blogs ‘Consumer-generated reviews ‘Viral marketing Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Content Seeding ‘Provide incentives to encourage sharing ‘Financial incentives -Coupons -Rebates -Contests ‘Esurance post-Super Bowl ad ‘Value-added incentive – Exclusivity Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Real-Time Marketing ‘2013 Super Bowl -Oreos ‘Instantaneous marketing message ‘Live event ‘Upfront strategic planning ‘Maintain brand image Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Video Marketing ‘58% US population watch videos ‘75% Internet users watch videos ‘Spending now $4.6 billion ‘Growing 20% to 40% annually ‘More receptive to online videos Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 9.9 Video Marketing ‘Advertising on videos ‘Posting of television ads ‘Informational videos ‘Cause-related videos ‘Product reviews ‘Vloggers Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Location of Video Ads ‘Pre-roll -Higher impressions -Enhance recall ‘Mid-roll -Higher completion rate -Enhance brand recognition, brand image ‘Post-roll -Higher click-through rate -Direct response, call to action ads Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Influencer Marketing ‘Individual marketing a brand ‘Match opinion leaders with brands ‘Number of followers not always key ‘Lead conversations and shape opinions ‘Align brand message & influencer’s motivation ‘Authenticity important Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Interactive Blogs ‘Internet provides platform for -Dissatisfied consumers -Satisfied consumers ‘Interactive allows two-way communication ‘Higher level of risk Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 9.11 Types of Interactive Blogs ‘Brand blog ‘Individuals sponsored by a brand ‘Individual speaking about a brand Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Company-Sponsored Blogs ‘Benefits -Reassure shoppers -Glimpse of how firm deals with customers -Release company information -Customers can voice opinions -Company controls site ‘Difficult to solicit honest opinions ‘Employees may be more sensitive to negative comments Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Personal Blogs ‘Sponsored by brands -New FTC regulations -Limited freedom since blog is sponsored -Visitors’ comments may be tempered ‘Individuals speak about brands —-No financial connection Visitors feel more comfortable in commenting Brands can learn Brands can post comments or questions Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Consumer-Generated Reviews ‘Amazon.com -leader ‘Best Buy -online reviews of brands ‘Provide important information ‘Challenge -managing reviews Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Viral Marketing ‘Message passed from one consumer to another -E-mail -Blogs ‘Form of advocacy or word-of-mouth endorsement ‘Viral marketing messages —–Advertisements Hyperlinked promotions Online newsletters Streaming videos Games Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 9.12 Keys to Successful Viral Marketing ‘Focus on the product or business ‘Determine why individuals would want to share the message ‘Offer an incentive ‘Make it personal ‘Track the results and analyze the data Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 9.13 Why Consumers Follow Brands ‘Keep up with activities ‘Learn about products or services ‘Sweepstakes or promotion ‘Provide feedback ‘Join community of fans ‘Make purchases ‘To complain Source: Based on Lenna Garibian, ‘Digital Influence: Blogs Beat Social Networks for Driving Purchases,’ MarketingProfs, http://www.marketingprofs.com/charts/2013/10336/digital-influence-blogs-beat-social-networks-for-driving-purchases, March 18, 2013. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved International Implications ‘Social media worldwide -Most Facebook users outside U.S. ‘Language differences ‘Social norms ‘Technological issues Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Blog Exercises ‘Hooters ‘Covergirl ‘Social Media Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Copyright Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Integrated Advertising, Promotion, and Marketing Communications Eighth Edition Chapter 10 Alternative Marketing Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Chapter Objectives 1. How can buzz marketing, guerilla marketing, lifestyle marketing, and experiential marketing enhance a marketing communications program? 2. What methods can be used to effectively employ product placements and branded entertainment? 3. Why has the use of alternative media venues, especially video game advertising, grown in marketing communications programs? 4. How have in-store marketing and point-of-purchase displays evolved into even more effective communications and sales tools? 5. How can brand communities enhance brand loyalty and devotion? 6. What methods are used to adapt alternative marketing programs to international marketing efforts? Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Prairie Fire Experience ‘Wichita, Kansas ‘Variety of events ‘5K run ‘Alternative marketing ‘Target several audiences -Fitness buffs -Parents and children -Visitors Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Chapter Overview ‘Traditional media faces challenges ‘Alternative methods have emerged ‘Alternative media ‘In-store marketing ‘Brand communities Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 10.1 Forms of Alternative Marketing ‘Buzz marketing ‘Guerrilla marketing ‘Lifestyle marketing ‘Experiential marketing ‘Product placement ‘Branded entertainment Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Alternative Marketing Programs ‘Requires creativity and imagination ‘Identify intersect paths ‘To succeed relies on -Buzz -Word-of-mouth -Lifestyle messages Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Buzz Marketing ‘Word-of-mouth marketing -Higher credibility ‘Fast growth -now $1 billion annually ‘More powerful than paid endorsers Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 10.2 Types of Buzz Marketing Approaches ‘Individuals who truly like a brand ‘Individuals sponsored by a brand ‘Company or agency employees Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Consumers Who Like a Brand ‘Ideal ambassador ‘Buzz spread -In person -Internet § Chat rooms § Blogs § E-mails Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Sponsored Consumers ‘Agent or advocate for a new brand ‘Brand ambassadors, customer evangelists -Typically individuals who already like brand -Offer incentives in exchange for advocacy -Selection based on § Devotion to brand § Size of social circles -Expected to deliver messages -Honest about relationship Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved House Parties ‘Nestle Purina -Spent $50,000 on 1,000 house parties -Chef Michael’s Canine Creations -Household § Incomes greater than $60,000 § Pamper pets ‘BzzAgent -Offers house parties and brand ambassadors -Suzanne Ermel, Black Box wine Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Company Employees ‘Employees posing as customers ‘High-risk approach ‘Word of Mouth Marketing Association -Honesty of relationship -Honesty of opinion -Honesty of identity Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Buzz Marketing Stages ‘Buzz marketing difficult during inoculation stage ‘Must use brand ambassadors or customer evangelists ‘True customer-generated buzz occurs after awareness ‘Awareness generated through traditional advertising Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 10.4 Preconditions of Buzz Marketing ‘Brand must be unique, new, or better performing ‘Brand must stand out ‘Advertising should be —-Memorable Intriguing Different Unique ‘Customer involvement with brand Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Stealth Marketing ‘Surreptitious practices ‘Thrives in online world ‘Ethical debate -Shrewd method or -Dishonest approach Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Guerilla Marketing ‘Developed by Jay Conrad Levinson ‘Instant results with unique, low-cost approaches ‘Focus on region or area ‘Involve interacting with consumers ‘Create excitement ‘Goal is to generate buzz ‘Grassroots efforts ‘Alternative media Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 10.6 Reasons for Using Guerilla Marketing ‘To find new ways to communicate with customers ‘To interact with customers ‘To make advertising accessible to consumers ‘To impact a spot market ‘To create buzz ‘To build relationships with consumers Source: Adapted from Lin Zuo and Shari Veil, ‘Guerilla Marketing and the Aqua Teen Hunger Force Fiasco,’ Public Relations Quarterly, Vol. 51, No. 4 (Winter 2006/.2007), pp. 8-11. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Lifestyle Marketing ‘Associated with hobbies and entertainment ‘Contacting consumers where they go —-Relaxation Excitement Socialization Enjoyment Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Experiential Marketing (1 of 2) Direct marketing + Field Marketing + Sales Promotions ‘Direct marketing through interactive connection ‘Engage consumers ‘Cadillac —-Current and perspective customers Golf clinics Culinary tour High-performance driving ‘Cotton, Inc -Jack Morton Worldwide -Traveling mall exhibit -‘The Fabric of Our Lives’ Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Experiential Marketing (2 of 2) Steps to create positive experiences 1. Clear, concise target segment 2. Identify right time, right place -Engage emotionally -Engage logically 3. Clearly reveal brand’s promise Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Product Placement and Branded Entertainment ‘Getting products noticed has become increasingly difficult, so companies have shifted more dollars to product placements and branded entertainment.’ Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Product Placement (1 of 2) ‘Planned insertion ‘Used since 1890s ‘Biggest surge in 1982 -E.T. and Reese’s Pieces ‘Product placements -Increase awareness -More positive attitude toward brand -No immediate impact on sales ‘Low cost per viewer —-Movies DVD movie rental Pay-per-view television Television Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 10.7 Top Television Product Placements Top Brands Blank Top Shows Blank (Total occurrences/month) Blank (Total occurrences/month) Blank ‘Coca-Cola 99 ‘American Idol 208 ‘AT&T 76 ‘Celebrity Apprentice 127 ‘Chevrolet 45 ‘America’s Next Top Model 88 ‘Ford 39 ‘Biggest Loser 88 ‘Apple 32 ‘Amazing Race 69 ‘Everlast 32 ‘Shedding the Wedding 40 ‘Nike 32 ‘Dancing with the Stars 38 Source: Based on ‘Product Placement Hits High Gear on American Idol, Broadcast’s Top Series for Brand Mentions,’ Advertising Age, April 18, 2011, http://adage.com/article/media/product-placement-hitshigh-gear-american-idol/227041/. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Product Placement (2 of 2) Nielsen Research ‘Brands in ’emotionally engaging’ programs are recognized by 43% more viewers. ‘Brand recognition increased 29% in ‘highly enjoyed programs.’ ‘Positive brand feelings increased 85% for brands in popular programs. Source: Based on Linda Moss, ‘Nielsen: Product Placements Succeed in ‘Emotionally Engaging’ Shows,’ Multichannel News, December 10, 2007. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Branded Entertainment ‘Brand woven into the storyline ‘Usage increased sharply with reality shows ‘Also found in novels, plays, songs, and movies Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 10.8 Key Factors in Product Placement and Branded Entertainment ‘Media selection ‘Supporting promotional activities ‘Consumer attitudes toward placements ‘Placement characteristics ‘Regulations Source: Adapted from Simon Hudson and David Hudson, ‘Branded Entertainment: A New Advertising Technique or Product Placement in Disguise?’ Journal of Marketing Management, Vol. 22, No. 5/6 (July 2006), pp. 489-504. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Company Tactics Product Placement ? Branded Entertainment Reasons for increased spending: ‘Appeal stronger in non-advertising context ‘Perception of what others think is important ‘Provides post-purchase reassurance ‘Reaches people who place little value on brands Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Media Perspective Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 10.9 Examples of Alternative Media ‘Video games ‘Cinemas ‘Subways ‘Street and mall kiosks ‘Escalators ‘Parking lots ‘Airlines ‘Shopping bags ‘Clothes Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Video Game Advertising (1 of 2) ‘$7 billion per year spent on in-game ads ‘Very attractive market -75% of online households spend at least 1 hour per month playing online games -27% average 30 hours or more -Primary market is 16-34 year old males -Fastest growing market is females Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 10.10 Video Game Advertising ‘In-game advertisements ‘Rotating in-game advertising ‘Interactive ads ‘Game-related websites ‘Advergames ‘Sponsored downloads ‘Mobile game apps Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Video Game Advertising (2 of 2) ‘Benefits -Game just as enjoyable with ads -Increases brand recall -Positive brand associations ‘New video game technology —-Change ads in real time Rotate ads Deliver time-sensitive ads Use interactive ads Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Females and Video Games ‘130 million, 40% of gamers ‘WomenGamers.com ‘Need women to design games ‘Handheld games ‘Socially-oriented games Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Cinema Advertising ‘Ads prior to movie ‘Captive audience ‘Photosmart Premium Printer -HP ——Cinema center of integrated campaign 30-second spot in pre-feature program 17,300 theaters 2,600 plasma screens in lobbies Delivered 50,000 demonstrations Delivered 700,000 lobby impressions Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Other Alternative Media ‘Subways ‘Public facilities ‘Parking lots, stairs, escalators ‘Airlines ‘Visit South Walton -Unique airport signage ‘Facial recognition digital displays Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved In-Store Marketing ‘60% of purchase decisions made in stores ‘Receives limited funding Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 10.11 Types of Advertising that Most Influenced Clothing Purchases Source: Adapted from Amy Johannes, ‘Snap Decisions,’ Promo, Vol. 18, No. 11 (October 2005), p. 16. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Awareness of New Products Bonus slide Source: Based on Wayne Friedman, ‘Brands Profit by In-Store, Word-of-Mouth Marketing, Media Daily News, http://www.mediapost.com/publications/article/193422/brands-profit-by-in-store-word-of-mouth-marketing.html, February 13, 2013’. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved In-Store Marketing Tactics ‘In-store ‘make or break’ time ‘Engage customers -Most engaging § End-aisle displays § Merchandise displays -Lease engaging § Ceiling banners § Overhead mobiles ‘Use color, light, sound, taste, and smell ‘Motion -Video screens -Television monitors -Digital signage Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Point-of-Purchase Tactics ‘Location is key ‘Last chance to reach buyer ‘Effective for increasing sales because -60% of decisions are in a store -50% of money spent at mass merchandisers and supermarkets is unplanned -50% of Coca-Cola products from displays ‘Average increase in sales is 9% ‘Half of POP displays not effective -Half that are effective -20% increase in sales Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 10.12 Effective Point-ofPurchase Displays ‘Integrate the brand’s image into the display ‘Integrate the display with current advertising and promotions ‘Make the display dramatic to get attention ‘Keep the color of the display down so the product and signage stand out ‘Make the display versatile so it can be easily adapted by retailers ‘Make the display re-usable and easy to assemble ‘Make the display easy to stock ‘Customize the display to fit the retailer’s store Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Measuring POP Effectiveness ‘Retailers and manufacturers want effective displays ‘Point-of-sales (POS) data ‘For retailers -Indicate time to withdraw or change display -Identify POP displays with largest impact -Test market different displays ‘For manufacturers -Data can improve quality of displays -Strengthen relationships with retailers Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Brand Communities ‘Ultimate demonstration of -Brand loyalty -Brand devotion ‘Symbolic meaning ‘Interactions between brand and consumer ‘Shared values and experiences ‘Cannot be created by brand itself ‘Marketing can enhance community experience Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 10.13 Reasons Brand Communities Form ‘Affirmation of the buying decision ‘Social identity and bond ‘Exchange stories ‘Swap advice and provide help to others ‘Feedback and new ideas Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Figure 10.14 Ways to Enhance a Brand Community ‘Create benefits to encourage new customers to join ‘Provide materials not available anywhere else ‘Involve firm representatives in the groups ‘Sponsor special events and regular meetings ‘Promote communications among members ‘Build a strong brand reputation Source: Adapted from ‘Brand Communities,’ Bulletpoint, No. 133 (July 2006), pp. 12-16. Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved International Implications ‘Alternative marketing -U.S. minorities ‘Alternative media used in other countries -A Sunny Day -China (Pepsi and Starbucks) ‘Brand communities developing in other countries -Jeep -China ‘Ad clutter a global problem -Growing use of alternative media tactics -New alternative marketing programs Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Blog Exercises ‘Coca-Cola ‘Harley Davidson ‘Buzz Marketing Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Copyright Copyright © 2018, 2016, 2014 Pearson Education, Inc. All Rights Reserved Purchase answer to see full attachment

Mastering the Art of Online Learning: Your Guide to Acing Online Courses

Introduction

In recent years, the popularity of online courses has skyrocketed, offering learners the flexibility to acquire new skills and knowledge from the comfort of their homes. However, succeeding in online courses requires a different approach compared to traditional classroom settings. To help you make the most of your online learning experience, this article presents essential strategies and tips to ace your online courses.

1. Set Clear Goals and Plan Ahead

Before embarking on an online course, establish clear goals and objectives. Determine what you hope to achieve by the end of the course and break down your goals into manageable milestones. Create a study schedule that aligns with your other commitments, ensuring you allocate dedicated time for coursework, assignments, and revision.

2. Create a Productive Study Environment

Establishing a conducive study environment is crucial for online learning success. Find a quiet, well-lit space where you can concentrate without distractions. Remove any potential interruptions, such as notifications from social media or email. Organize your study materials and have a reliable internet connection to ensure seamless access to course materials.

3. Actively Engage in the Course

Active participation is key to mastering online courses. Engage with course materials, including videos, readings, and interactive components. Take comprehensive notes, highlighting key concepts and ideas. Participate in discussion boards, forums, and virtual meetings to interact with instructors and peers, fostering a sense of community and enhancing your understanding of the subject matter.

4. Manage Your Time Effectively

Online courses offer flexibility, but it’s essential to manage your time wisely to avoid falling behind. Create a detailed schedule, allocating specific time slots for coursework, assignments, and studying. Break down larger tasks into smaller, manageable segments to prevent procrastination. Prioritize tasks based on deadlines and dedicate focused time to each one, ensuring consistent progress throughout the course.

5. Develop Effective Communication Skills

Online courses often rely on written communication, making it crucial to hone your skills in this area. Be concise and clear in your written responses, paying attention to grammar and spelling. Actively participate in discussions, asking thoughtful questions and providing constructive feedback to your peers. Regularly check your course emails and notifications, ensuring you stay updated with any important announcements or changes.

6. Utilize Available Resources

Take full advantage of the resources provided by your online course platform and instructors. Familiarize yourself with the learning management system (LMS) and explore its features. Access supplementary materials, such as textbooks, lecture slides, and external resources recommended by instructors. Utilize online libraries, research databases, and tutorial services to deepen your understanding of the subject matter.

7. Stay Motivated and Engaged

Maintaining motivation throughout an online course can be challenging, particularly when faced with competing priorities or a lack of face-to-face interaction. Set short-term goals and reward yourself upon their completion. Connect with fellow learners through virtual study groups or online forums to foster a sense of camaraderie. Regularly remind yourself of the benefits and personal growth associated with completing the course successfully.

8. Seek Support and Clarification

Don’t hesitate to seek support or clarification when needed. Reach out to your instructors for guidance or clarification on course material. Utilize online discussion forums to ask questions or engage in collaborative problem-solving. Leverage the support services provided by your course platform or institution, such as technical support or academic advising.

Conclusion

Online courses present unique opportunities for self-paced learning and personal growth. By setting clear goals, creating a productive study environment, actively engaging with course materials, and managing your time effectively, you can maximize your chances of acing online courses. Remember to stay motivated, seek support when needed, and make the most of the available resources. Embrace the flexibility and adaptability of online learning to achieve your educational goals.