Marketing Management Tutorial 7&8

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Questions and Answers

What is the primary characteristic of valuable virality?

Content that is both widely shared and enhances brand evaluation (correct)

Content that is viral but not beneficial to the brand

Content solely reliant on emotional engagement

Content that reaches a large audience with minimal brand relevance

Which type of advertising appeal tends to generate the highest sharing potential?

Informative Appeals

Emotional Integral Appeals

Logical Appeals

Emotional Appeals (correct)

What common trait is shared between Emotional Integral Appeals and Informative Appeals?

They both solely increase purchase intent

They both are unrelated to brand engagement

They both focus solely on emotions

They both improve brand evaluation (correct)

According to the key insights, what is a significant advantage of Emotional Integral Ads?

They enhance both virality and brand evaluation Signup and view all the answers

Which aspect of Emotional Appeals primarily contributes to their effectiveness in virality?

They evoke drama, mood, and music Signup and view all the answers

What is NOT a mechanism driving the effectiveness of advertising appeals according to the insights provided?

Size of the audience reached Signup and view all the answers

What correlational relationship is shown regarding Ad Appeal Type and Brand Integralness?

They are negatively correlated Signup and view all the answers

What can be concluded about informing consumers through Informative Appeals?

It enhances consumer understanding and recall Signup and view all the answers

What role do social hubs play in viral marketing campaigns?

They disseminate the message widely due to their connections. Signup and view all the answers

Which emotional trigger is NOT mentioned as enhancing the shareability of messages in viral marketing?

Sadness Signup and view all the answers

What is a characteristic of 'homemade issues' in viral marketing campaigns?

They stem from dishonest or poorly executed campaigns. Signup and view all the answers

Which of the following approaches is essential for creating a successful viral marketing campaign?

Use traditional advertising to complement the campaign. Signup and view all the answers

What outcome is associated with the 'Whopper Sacrifice' campaign by Burger King?

It resulted in a successful brand enhancement. Signup and view all the answers

In what scenario can 'strokes of luck' occur within viral marketing efforts?

From unplanned positive outcomes initiated by customers. Signup and view all the answers

What factor significantly influences the success of a viral marketing message?

The emotional engagement and creativity of the message. Signup and view all the answers

Which of the following is NOT a rule for creating a viral marketing campaign?

Maximize control over every aspect of the campaign. Signup and view all the answers

What is the primary characteristic of emotional integral appeals in viral marketing?

They enhance virality and brand outcomes simultaneously. Signup and view all the answers

What role do market mavens play in viral marketing?

They introduce messages due to their extensive knowledge. Signup and view all the answers

Which of the following is NOT one of the three basic criteria for viral marketing success?

Market dominating strategies. Signup and view all the answers

Why might informative appeals limit sharing in viral marketing?

They lack emotional engagement. Signup and view all the answers

How does social media contribute to the success of viral marketing?

It amplifies the spread of content to a wide audience. Signup and view all the answers

What is the significance of Dunbar's number in the context of viral marketing?

It indicates the maximum size for initial seeding populations. Signup and view all the answers

In terms of consumer behavior, how does electronic word-of-mouth (eWoM) primarily influence decision-making?

By accelerating the diffusion of information. Signup and view all the answers

Which of the following statements about emotional appeals in viral marketing is true?

They can engage audiences but may lack direct brand impact if poorly integrated. Signup and view all the answers

Which factor is crucial for maintaining the effectiveness of viral marketing over time?

Avoiding excessive planning and intervention Signup and view all the answers

What is the optimal posting frequency for influencers to maintain engagement without losing follower interest?

Around five posts per week Signup and view all the answers

What is a common risk associated with poorly executed viral marketing campaigns?

Significant damages to brand reputation Signup and view all the answers

Which of the following characteristics best enhances an influencer's credibility?

A large number of followers Signup and view all the answers

What percentage of overlap in interests between an influencer's audience and a brand's domain is suggested to ensure engagement without saturation?

9% Signup and view all the answers

Which statement best reflects the challenges faced by viral marketing as it evolves?

It becomes less effective as audiences grow resistant Signup and view all the answers

What strategy is most effective for influencer marketing to ensure higher engagement rates?

Including links to brand websites or social media Signup and view all the answers

What role does luck play in the success of a viral marketing campaign?

It is a contributing factor alongside planning Signup and view all the answers

What is the impact of announcing a new product on influencer marketing ROI?

It leads to a decrease in ROI by 30.5%. Signup and view all the answers

Which influencer characteristic showed the highest effect on ROI in the analysis?

Originality Signup and view all the answers

What does the 'Goldilocks effect' imply regarding posting frequency and follower-brand fit?

An optimal level exists for engagement. Signup and view all the answers

How does influencer content control compare to traditional celebrity endorsements according to the information provided?

Influencer content control is significantly higher, allowing for greater authenticity. Signup and view all the answers

What is a key strategic recommendation for leveraging influencer partnerships effectively?

Select influencers based on follower base and originality. Signup and view all the answers

Which aspect of social capital is NOT explicitly mentioned in relation to influencer marketing?

Informational capital Signup and view all the answers

What effect does including a link to the brand in posts have on ROI?

It correlates with an increase of 11.4% in ROI. Signup and view all the answers

What is a potential benefit of influencer marketing mentioned in the content?

Enhanced brand positioning and differentiation. Signup and view all the answers

Study Notes

Akina and Berger (2007): Valuable Virality

Defined as content that is widely shared (viral) and beneficial to the brand (valuable).
Viral content must improve brand evaluation and purchase likelihood, not just reach a large audience.

Types of Advertising Appeals

Emotional Appeals: Employ drama, mood, and music to evoke emotions, increasing likelihood of sharing.
Informative Appeals: Focus on product features and benefits to increase brand evaluation and purchase intent.
Emotional Integral Appeals: Combine emotional engagement with brand relevance to maximize both sharing and brand impact.

Key Insights (Figure 1)

Emotional appeals generate higher sharing due to their engaging, surprising nature.
Informative appeals build trust and provide valuable info, improving brand outcomes.
Emotional integral ads strike a balance, boosting both virality and brand evaluation.

Mechanisms of Effectiveness

Inferences About Persuasion: Emotional integral ads are perceived as less manipulative, fostering positive brand impressions.
Brand Knowledge: Integral ads increase consumer understanding and recall of brand attributes.

What is Valuable Virality?

Valuable virality creates advertising content that spreads widely and offers tangible benefits, like improved brand evaluation, heightened purchase intent, or stronger brand knowledge.

Different Advertising Appeals

Emotional Appeals: Elicit emotions such as happiness, surprise, or awe.
Informative Appeals: Offer detailed, logical info on product/service features and benefits.
Emotional Integral Appeals: Combine emotional engagement with a clear and relevant brand connection.

Viral marketing is a form of electronic word-of-mouth (eWoM) where marketing messages spread exponentially, often through social media.
It leverages user-generated content and social media platforms for rapid message dissemination.
The term was first introduced by Jeffrey Rayport, drawing parallels with viral epidemics.

Word-of-Mouth (WoM)

Sharing information between individuals (face-to-face or via networks).
Effective in influencing consumer behavior.
Electronic WoM (eWoM) accelerates diffusion through digital channels, facilitating monitoring.

Platforms like Facebook, YouTube, and Twitter are suitable for viral marketing due to broad reach and interconnection.
Viral marketing campaigns often incorporate social media strategies to amplify content spread.

The Three Basic Criteria for Viral Marketing Success

The Right Messengers: Market mavens, social hubs, and salespeople are key.
The Right Message: Messages should be memorable, interesting, emotionally engaging (e.g., stories, humor, surprise).
The Right Environment: The message must be strategically seeded across different subgroups, ensuring reach and conducive environment (i.e., trending platforms).

Types of Viral Marketing Campaigns

Nightmares: Negative outcomes caused by customer backlash or management issues.
Strokes of Luck: Unexpected positive outcomes initiated by customers.
Homemade Issues: Failures caused by poorly executed campaigns.
Triumphs: Well-planned, successful campaigns that enhance brand perception.

Rules for Creating a Viral Marketing Campaign

Complement the marketing mix.
Use traditional advertising.
Avoid overplanning.
Be cautious with provocation.
Acknowledge luck and uncertainty.

Leung et al. (2022a): Influencer Marketing

Influencer marketing is highly effective correctly executed.
A 1% increase in influencer marketing spend results in a 0.46% rise in engagement.
Brands often miss engagement optimization.
Influencer characteristics impacting effectiveness include the number of followers, posting frequency, follower-brand fit, and influencer originality.

Leung et al. (2022b): Online Influencer Marketing (OIM)

OIM leverages online influencers' networks, positioning, content, and trust for brand promotion via communication effectiveness.
This differentiates it from traditional marketing.
Key features are resource utilization (influencers' reach, trust, and branding), content freedom, theoretical frameworks (social capital theory), and benefits.
Benefits include targeting homogenous/dynamic audience segments, positioning benefits, trust, and engagement.

Risks and Guidelines for OIM

Content control* :Misaligned messaging.
Retention Challenges* :Dynamic audience changes.
Strategic Guidelines*: Choose influencers based on brand goals, use creative/original content, and broadly measure campaign performance.

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Description

Test your knowledge on the concepts of advertising appeals as defined by Akina and Berger. Explore how emotional and informative appeals affect brand evaluation and purchase intent, and understand the mechanisms that enhance the virality and value of content. This quiz will cover key insights and types of appeals used in effective marketing strategies.