Bringing Media to Market
Bringing Media to Market TC 301
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This 9 page Class Notes was uploaded by Tate O'Reilly on Saturday September 19, 2015. The Class Notes belongs to TC 301 at Michigan State University taught by Saleem Alhabash in Fall. Since its upload, it has received 39 views. For similar materials see /class/207809/tc-301-michigan-state-university in Telecommunication at Michigan State University.
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Date Created: 09/19/15
Week 12 Mobile Marketing Use of Mobile Media 0 Take pictures texting accessing Internet email recording video downloading apps mobile banking 0 18 29 year olds are heaviest users 0 No differences between men and women 0 Instore purchase behavior 0 Call for advice about a purchase Look up product reviews Look up product pricing Phone friend about instore purchase women more likely Instore mobile product reviews Instore price matching OOOOO Major Predictions l Responsive design will become the most popular approach to creating websites 0 Using media queries to gure out what resolution of device it s being served on High speed mobile data will be more affordable and accessible than ever Android will close the gap between shipments and usage Digital editions explode Single purpose devices will start to phase out Mobile consumer generated content and social interactions will spike The twohorse race will become of cial 0 Apple vs Google 8 Brands will begin to customize their smartphone and table approaches 8995 Google Mobile Playbook 0 Value proposition 0 All about serving the mobile consumers Companies need to embrace the alwayson behavior Define value proposition by identifying what consumer wants Ex Starbucks app all about loyalty can locate stores scan barcodes at register reload cards share locations etc o Localized marketing 0 All about serving the local mobile consumers 0 Ex offer geo positioning and adjust according to preferences McDonalds allow consumers to nd car reserve car extend reservation Zipcar 0 Price transparency 0 Improve instore experience 0 Create and stock unique product or bundles o Embrace mobile usage within your store 0 Mobile optimized websites 0 Top priority for engaging mobile customers 0 Never stop optimizing site based on what you learn from user interactions OOO 0 Mobile branded apps 0 Offer users entertainment utility or both 0 Design your app for the largest mobile platforms 0 Promote your app 0 Organizational considerations 0 Mobile should be key metric in management dashboard 0 Review mobile stats 0 Assess what of tra ic and search queries come from mobile 0 Watch tablet traf c trends people s actions on your mobile site mobile s inclusion in product launches and campaigns 0 Identify which decisions would change if key business owners were given timely mobile data 0 Monitor competition s investment in mobile 0 Develop consumer insights through focus groups amp surveys 0 Identify agencies you can rely on to help you make mobile decisions 0 Adapting marketing to mobile 0 Separate mobilespeci c ads from desktop search campaigns 0 Create speci c ads based on how close the consumer is to your business your competitors or relevant locations Layer your search ads with location extensions Rethink the way you track and measure mobile search ads Branding has to use rich media ads across 4 screens mobile tablet PC TV Run rich media HTMLS to extend branding message to reach mobile audience Experiment with nontraditional forms of rich media with smaller consumer groups 0 Track campaign 0 Connect with tablet audience 0 Know tablet user s experience with your business Build unique table experiences Tweak your search campaigns for tablet users Let rich media shine on tablets 00000 000 Mobile Marketing Strategies 0 SMS Short Message Service 0 T1 quot 39 message 1 n 39 39 personalized message from a business to an individual that regard a previously agreed upon relationship between that individual and business 0 Marketing message message from a business whose purpose is commercial advertisement marketing or the promotion of a commercial product or service 0 MMS Multimedia Messaging Service 0 Value delivering rich media content amp gathering data 0 Considerations I Ensure cross carrier MMS connectivity ability to deliver MMS messages I Content transcoding capability ability to convert content to right format I Device detection capability ability to detect the type of phone 0 Push notifications o IPbased messaging medium that allows applications on any connected device to communicate with an end user Value allows you to engage users directly through mobiles using data and WI FI instead of cellular networks Value can extend the lifespan of a marketing app and build loyalty with consumers o Abbreviated dial codes 0 Between 212 digits which people call from their mobile phones to engage with a brand 0 Value serves a similar function as the branded website in terms of engaging consumers and can also feed consumer data to the company 0 Free to End User FTEU 0 Text messaging technology that allows consumer to receive and send messages whereby the business is responsible for the message cost 0 Value evangelize the free aspect of marketing strategies amp allows for optin with no cost associated with it 0 0 Week 131 Videogames Major trends 0 97 ofteens play video games o 81 of 1829 year olds play video games o 53 of adults play video games Procedural Rhetoric 0 Procedure game designers design the game algorithm with a certain persuasive intent in mind 0 Rhetoric the game narrative is rather incomplete and requires players to ll in with their own narratives Learning Games 0 Revenue for mobile edugames will outsell nonmobile edugames in 2016 Most edugames target younger children and many focus on language learning Fewedugames for higher education Low corporate adoption while increasing federal agency adoption military Health edugames are designed for patient education diseases prevention and behavior modification SelfPersuasion 3 component typology o Autonomy deals with the level of explicit arguments presented within the game 0 Low autonomy more arguments less persuasion 0 High autonomy less arguments more persuasion Integration the extent to which an object of persuasion productbrand is embedded in the game design and content Goaloverlap the level of overlap between the game s goal and its learning goal in uences the level of selfinduced persuasion 0 High overlap more elaboration more persuasion 0 Low overlap less elaboration less persuasion PeaceMaker Study 0 Pretest 0 Participants favored Israelis more than the Palestinians because of current political knowledge of the con ict 0 Posttest 0 Those who played Palestinian president had more negative attitudes towards Israelis 0 Those who played Israel prime minister their attitudes did not change Gamification o Gamification works to satisfy some of the most fundamental human desires recognition and reward status achievement competition and collaboration selfexpression and altruism 0 People are hungry for these things both in their everyday world and online 0 People respond to reward in the following order 0 Status 0 Access 0 Power 0 Stuff Categories of garnification 0 Consumer engagement 0 Employee incentives 0 Social change Examples of garnification 0 UK s Dept for Work and Pension Idea Street I Goal was to decentralize innovation and generate ideas with particpateion from 120000 employees via a social collaboration platform equipped with game mechanics 0 US Army s America s Army Advantages of garnification o Accelerated feedback 0 Clear goals and rules of play o Compelling narrative o Challenging yet achievable tasks Disadvantages of gami cation 0 Poor execution o Mismanaging engagement 0 Legal risks associated with copyright and other issues Week 132 Advergames 0 An online video game that promotes a particular brand product or marketing message by integrating it into the game Formats 0 Electronic games used to advertise a product brand or an organization accessible on social media sites companies own websites and as DLC or apps on mobile devices 0 Commercial messages embedded within the content of retailaccessible video games online electronic games or apps Trends 0 Growth rate is 47 0 Average advergame is 33 years old 0 On average he spends 730 min on advergames Bene ts 0 Low cost marketing tools compared to print TV etc o Cuts the ad clutter and reaches people in an entertaining and fun way 0 People spent 10X more time on advergames than traditional ads 0 Advergamesgo Viral Enjoyment of advergames and brand attitudes o Thematic connection refers to the degree that the object of the advergame relates to the brand s product or services A stronger positive relationship between attitude toward the advergame and attitude toward the brand when participants play games with a high thematic connection to the brand s product Foodadvergames 0 Free online games targeting children 0 Integrate food brand identifiers into the games as key game play components 0 Often promote lessnutritious food products Ad Breaks 0 FCC has traditionally required that advertisers insert commercial separators in programming intended for children 0 Short segments shown before and after commercial breaks designed to remind children when then they are watching advertisements o On intemet boundaries between ads and other content may be harder to distinguish o No natural breaks between commercial and noncommercial content which typify TV 0 Greater potential to blur lines between advertising and entertainment Persuasion Knowledge Model 0 General set of beliefs and knowledge about how persuasion works and how people cope with it 0 Consumers including children develop knowledge about marketers motives and tactics throughout their life span 0 Their persuasion knowledge shapes their attitudes and thoughts about in uence agents 0 It is the acquisition of persuasion knowledge that can enable a child to apply skepticism to his or her interpretation of ads 0 By about 8 years of age most children have learned to distinguish ads from program content and understand their persuasive intent Characteristics of Efficient Advergame 0 Accessibility 0 Facility to identify the hyperlink between the firmproduct site and the game free access or required registration specialized software required downloading time 0 Dif culty 0 Existence of explicit instructionsrules and the facility of understanding these rules 0 Competitive level 0 Number of players the display of score lists multiple level of difficulty 0 Relevance for the firm brand or product 0 Type of product advertised type of game advertising elements associated with the game 0 Capacity to induce and maintain the state of ow 0 Multiple levels of difficulty possibility offered to players to choose a specific level of difficulty 0 Viral marketing 0 Communication with friends and family members is encouraged Game personalization o Choices involving game players 52 o Create name choose clothinggenderetc play as specifically chosen brand character play as specific nonbrand character choose opponent o Choices involving mode of play 25 0 Level of difficulty speed of play type of even how characters move game mode 0 Choices involving design of game space 23 0 Colors within game name of game space music product design Week 14 Foreign Markets Importance of culture 0 We all share the selfreference criterion and no matter how hard we try we are ethnocentric 0 Us vs Not Us 0 Me vs Them threat to self 0 Us vs Them threat to whole group 0 Lack of cultural understanding may yield to O O O 0 Low sales Divergence from brands Misinterpretation of brand identity Miscommunication shutdown Verbal vs Nonverbal communication 0 Verbal O O O O Communicating in English Global Communication Languages differ in levels of formality Low vs High context matters Danger of translation 0 Nonverbal O O 0 Deals with attitudes and feelings Aids verbal communication Tells us when and how to communicate High vs Low context cultures Hofstede s Cultural Dimensions 0 Power Distance PDI 0000 How people acceptreject that unequal distribution of power in a society Individuals perception of their rightful place in a social hierarchy Responses and reactions to authority High PDI O I Respect authority amp elders acceptance amp eXpectance of authority dependence Low PDI I Inequality minimized antiauthority arguments opionions respect for youth independence 0 Individualism Collectivism IDV O O O O O I vs We Whether people care about themselves or the group Deals with identity and social interaction High IDV Individualist I Personality identity independence privacy freedom persuasion verbal orientation product brands communication direct Low IDV Collectivist I Interdepence sharing conformance trust invest in relations Visual orientation company brands communication indirect o Masculinity Femininity MAS O O O O 0 Gender of a nation Culture described as hard or soft Masculine societies are achievement and success oriented Feminine societies focus on caring for others and quality of life High MAS Masculine I Material success what you do competition money amp things live for working role differentiation Low MAS Feminine I Modesty who you are equality work for living overlapping roles o Uncertainty Avoidance UAI O O 0 How much individuals feel threatened by uncertainty and ambiguity and try to avoid such situations High UAI I Need for rules and prescribing behavior people seek truth and believe experts slow adaptation of innovations advertising is serious Low UAI I No rules people are more generalists fast adaptation of innovations humor in advertising 0 Long Term Orientation LTO 0 000 0 Whether people plan for the future or focus on the present Transcends to social relations and interactions May be close to being modern and futuristic vs conventional and traditional High LTO long term I Thrift sparing with resources perseverance work hard slow results Low LTO short term I Spending buy nowpay later instant gratification bottomline now Global Internet Trends 0 Usage number of Internet users in a certain country relative to the number of Internet users worldwide 0 Penetration number of Internet users in a country relative to the population in that same country Majority of social media population resides outside of U S o What affects trends 0 Language Government control Need for culturally sensitive social media services Differences in the uses and grati cations of social media services 000 Week 15 Ethics and Stereotypes Philosophical Approaches o Deontological Ethics rm distinction between good and bad 0 Teleological Ethics an action is ethical if it generates good consequences 0 Situational Ethics an action is ethical if it re ects the social norm Ethical Concerns o Failing to understand and adhere to the culturesubculture Subliminal advertising False and misleading advertising Post purchase dissonance Physical and psychological risks Intrusive promotions and advertising Political marketing and political advertising Consequences of being Unethical o Losing money 0 Reputation of the company consumers trust and loyalty o Lowering company morale including employees 0 Building false expectations Stereotypes 0 Something confirming to a xed or general pattern mental picture that is held in common by members of a group and that represents an oversimpli ed opinion prejudiced attitude or uncritical judgment Social categorization o Ingroup favoritism o Outgroup prejudice o Intergroup con ict