MKT 500 Week 8 Scenario: Developing Social Media Campaigns for the New Product Launch Slide # Scene # Narration Slide 1 Scene 1 [Ed, Samantha – Ed’s Office] Ed and Samantha meet in the morning to discuss the next steps in the tablet PC launch. MKT500_8_1_Samantha-1: Good morning, Ed. How are you doing today? MKT500_8_1_Ed-1: Good morning, I’m doing quite well. What about yourself? MKT500_8_1_Samantha-2: Good, thanks. I’m really proud of the progress we’ve been making with our tablet launch, and I’m excited for the next steps. MKT500_8_1_Ed-2: I love your enthusiasm, Samantha! I spoke with Carl earlier. He said now that we have selected our advertising media and budget, we need to take a deeper look into social media. MKT500_8_1_Samantha-3: Yes, the enormity of today’s media choices—the Internet alone—makes it a wonderful time to be alive. Social media is at the cutting edge of this trend. MKT500_8_1_Ed-3: As we discussed, we can use social media as one of our main media outlets for advertising the new tablets. However, mobile marketing is growing because our cell phones are particularly convenient; they contain our identities and those of the people we talk to frequently. They are our portals to email, social media and networking sites, which are many people’s primary means of sharing information and entertainment. Interestingly enough, at the same time that electronic and information technologies are becoming more accessible and pervasive, traditional media are experiencing their own changes. Slide 2 Interaction Hover your mouse over each media to discover more information about the changes they are undergoing. Newspaper Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. Radio The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. TV Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is a facilitated when the segments of viewers are somewhat more homogeneous. MKT500_8_1_Ed-4: Hover your mouse over each type of media to discover more information about the changes they are undergoing. MKT500_8_1_Ed-4_Tab A: Newspaper circulations are declining, and while optimists continue to launch new magazines every year, their overall sales and circulations are down as well. MKT500_8_1_Ed-4_Tab B: The number of radio stations has grown, boosted by satellite servers, but listeners are tuned in for less time each day than just a few years ago. MKT500_8_1_Ed-4_Tab C:Television channels also continue to grow. The bad news about this fragmentation is that with more TV channels, the audience for any given show is typically smaller. The good news is that targeting is facilitated when the segments of vi ...