November 23, 2008, 6:40 pm
Filed under: Chapters
Filed under: Chapters
Today’s discussion was about the differences, advantages and disadvantages of online media versus offline media. We also talked about some key marketing concepts, which I thought it was interesting and I can basically summarize them as STP. The lecture ended with principles for designing marketspace matrix.
Online media vs. offline:
- interactivity
- individualism
- community and relationships
STP (segmentation, targeting, and positioning)
Principles for marketspace matrix design:
Which lever should be used?
- choose levers to effect a change
- determine which levers have the most leverage
- consider barriers to advancement
- consider the medium’s effect on desired behavior
- level of involvement matters
- understand consumer learning trends
- credibility of the channel matters
- the choice of levers must be consistent with positioning choice
- the medium can be the message – or the product
- matrix design must be adaptive
Anthony D.
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