Read Chapter 11 of the textbook. “Integrated Marketing
Communications and the Changing Media Landscape”
Read Chapter 12 of the textbook. “Public Relations, Social
Media, and Sponsorships”
Kautz, F., Schaffrath, M., & Gang, A. C., (2020).
Identifying the different approaches in use of social media outlets: A case
study of german professional sport teams. In SAGE Business Cases. SAGE
Publications, Ltd., https://www.doi.org/10.1123/ijsc.2020-0006 (Links to an
***You should use 2-3 outside sources in addition to the
case study to support your topic and decisions. ***
Choose ONE of the following questions to answer:
One of the crucial social media platforms that were not
examined in this study is Instagram, which shares both distinct similarities
and differences in its use to communicate with the audience. Reflecting on the
unique characteristics of Instagram, present your ideas on how to conduct a
study in that context.
2. The context of current research was confined to the use
of social media outlets used by professional sport clubs. Other significant
users of social media are professional athletes, who actively use social media
for various reasons. How would you develop the range of topics for them?
This study showed that the main topic can influence the
number of interactions. What other aspects can influence this? Do formal
(photo, video, text; length of text) or linguistic (direct address, call to
action) aspects also have an influence?
Professional sports leagues go through different phases
including the main season, preseason, winter break, and off-season. What
differences would you expect between these distinctive phases?
Provide an example of how an American professional sports
organization uses different media to present a consistent message using
integrated marketing communications (IMC). Who is their target market, what is
their message, and what media should they use?
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