marketing u5 + u1

click- through

an action taken by a user or viewer of an online advertisement or link that leads them to another web page or destination

copyright

legal term that grants exclusive rights to the creators of original works, such as literary, artistic, musical, or other creative expressions

digital marketing

practice of promoting + advertising products, services, or brands using digital channels, technologies + platforms

digital media

any content, information, or media that is created, distributed, or consumed in digital format

podcasts

form of digital media that consists of episodic auditor recordings typically in an audio file format, that can be downloaded or streamed over the internet

social media

online platforms + websites that enable users to create, share, and interact with content + engage in social networking

types of digital media

internet, social media, smart phones, email, QR code

pros of digital media

wide reach (international), interactive (2 way communication), cost effective (cheaper than print), accessibility (anytime, anywhere), creativity (video, audio, graphics)

cons of digital media

privacy concern (personal info collected), too much information (large amount of content), misinformation (easy to spread false news), harassment (cyberbullying), social skills (time online reduces face to face interactions)

styles of electronic media

television, radio, telephone, computer, game console, mobile device

digital media trends

influencer partnerships, email marketing (promotions, news, offers), live streaming (games, practices, interviews, press conferences), esports, augmented reality, virtual reality, mobile apps

need

required, essential, something that is lacking

want

desired, something that may be lacking

features

an actual part of a product or service

benefits

how a product or service will directly offer a user a solution, answers “what’s in it for me?“

rational

reasonable, practical, durable, functional, a good value, dependable

emotional

related to a consumer’s psychological + social needs; personal (comfort, nostalgia, pride); social (recognition, status); adventure (excitement); brand; celebrity (endorsements)

patronage

a customer makes purchases from one business vs from another (loyalty, customer service, product quality, product assortment, reputation, business location/appearance)

dominant buying motive

greatest influence on a customer’s buying decision

techniques for determining customer buying motives

obeserve customers, ask questions, listen to customers, show interest

direct impact

total of new spending resulting from an event, increase in jobs, local businesses, + consumer spending

economic well-being

degree to which individuals + families have enough economic well being

fiscal impact

contribute to tax base (fees), relates to taxation, public revenues, or public debt

indirect impact

portion of the money spent on visitors on local goods + services, money spent on hotels + food

induced impact

further ripple effects caused by employees of impacted business spending some of their salaries + wages in other businesses in the city.

internship

training in which schools + businesses cooperate to provide on-the-job practice of learners; learners receive classroom instruction and on-the-job experience

stakeholders

people or businesses who are affected by a company’s success or failure, can be both internal or external to the organization

ticket management

manage ticket sales + staff; pricing, distribution, logistics, + sales records

ticket sales

box office, online, + phone sales; direct (sold to fans + consumers); corporate (sold to businesses); group (sold at discount in large quantities); season tickets (multi-game or entire seasons)

vendor coordination

responsible for managing the relationship between a company + its vendors

volunteer coordination

recruit, train, schedule/organize volunteer at an event

hospitality manager

coordinates business clients + consumer hospitality; travel + lodging for teams, entertainers, + guests

market research

gain insight into the minds of fans + develop exciting ways of improving their overall entertainment, merchandise channel and advertising experience

marketing director

develop the firm’s marketing strategy in detail + create a brand image for the team/event; monitor trends that indicate the need for changes in services of brand image

media relations

manage information + relations with the press; press releases, kits, conferences, + social media releases

merchandising

saless of team merchandise, responsible for authority to use logo/name, investigate fraud

sales promotion

create + organize interesting promotions to stimulate sales (ex: mascot races, t-shirt cannons, giveaways)

sponsorship manager

create sponsorship opportunities (event marketing packages) for special events, and manage sponsors, partners, and display their logos

sports agent

service as professional representers for athletes, helping promote their clients + help with the contract negotiation process

advertising

design + create advertisements, online, radio, TV, print, media, + social media

community relations

enhance team/event image through community outreach, charity events, + appearances

event planner

the creation + development of small and/or large-scale personal or corporate events (festivals, conferences, ceremonies, weddings, concerts, + conventions)

event promoter

organizes + finances entertainment, cultural, and educational events; also handles publicity, advertising, + helps manage the event itself