You are the marketing director for a company that sells fashionable athletic wear. Sales have declined in the past couple of years, however, a problem you attribute to the fact that people are paying less and less attention to traditional marketing tactics. At the next board meeting, you are going to propose a campaign that emphasizes good storytelling, interesting visual graphics, and interactive stories. These are all elements of ___________.

Question

Quizplus · Accepted Answer

The campaign that emphasizes good storytelling, interesting visual graphics, and interactive stories is an example of content marketing, which focuses on creating valuable, relevant and consistent content to attract and retain a clearly defined audience with the end goal of driving profitable customer action. Earned media refers to publicity gained through promotional efforts other than advertising, such as editorial coverage or word-of-mouth recommendations. Intellectual property refers to the legal rights associated with owning and producing original works, such as patents, trademarks and copyrights. Social marketing is the use of commercial marketing techniques to promote social good or positively influence individual behavior for the greater good.

You Are the Marketing Director for a Company That Sells