Marketers can use one of two communication strategies: The first strategy uses Facebook pages and YouTube channels,and the second strategy uses ads in newspapers,magazines,and on TV.The difference between these two types of marketing strategies is that the first one targets consumers who are ________ and the second one targets consumers who are
A)passive receivers;active receivers.
B)an older demographic;a younger demographic.
C)wealthy;disadvantaged.
D)active receivers;passive receivers.
E)evangelists;brand ambassadors.

Question

Quizplus · Accepted Answer

Facebook pages and YouTube channels are social media marketing strategies for consumers who are "active receivers." This strategy seeks to reach the consumer who will actively respond to a social media-placed ad.The goal of this strategy is that the communication does not end with the individual receiver;it is hoped that a consumer will be "delighted" by the brand advertised,become an "influential," and then an "evangelist" who will send messages to his/her online friends and then back to the advertiser about the joys of using the brand.Ads in newspapers,magazines,and on TV are one-way communications with consumers whom the marketer hopes will buy the product advertised.Consumers who see the newspaper,magazine,and TV ads are "passive receivers" because the communication ends with them.

Marketers Can Use One of Two Communication Strategies: the First