Foundations of Marketing 6th Edition by William Pride,Ferrell

Exercise 20

When developing a marketing strategy using new digital media, a marketer must be aware of the strengths and weaknesses of these new media. Digital media are relatively new to the fi eld of marketing and have different pros and cons relative to traditional media sources. Different products and target markets may be more or less suited for different digital media outlets.
Review the key concepts of addressability, interactivity, accessibility, connectivity, and control in Table 10.1, and explain how they relate to social media. Think about how a marketing strategy focused on social media differs from a marketing campaign reliant on traditional media sources.

The information obtained from these questions should assist you in developing various aspects of your marketing plan found in the "Interactive Marketing Plan" exercise at www.cengagebrain.com.