Interactive Media and Marketing Quiz

Manipulative Media and Information

• Manipulative media is used to aid hands-on learning.
• This can include physical objects or computer programs learners can use to grasp ideas and master concepts.
• Interactive media is where the program responds to the user's actions, and the user influences the program.
• A good example of interactive media is social media.

Defining Interactive Media

• Interactive media allows users to share information, chat, and play online games using text and images.

Interactivity

• Interactivity is the important feature of interactive media.
• The goal of interactivity is to make users highly involved while using the app or platform.

TV Advertising and Consumer Behavior

• Research shows that TV advertising has a positive impact on consumer behavior.
• Some companies use distorted information to influence consumers to buy their products.

Marketing and Public Relations Companies

• Marketing companies generate sales and contribute to company profitability.
• These companies may provide services like creating and managing advertising.
• Public Relations companies coordinate relationships through media with various promotions.
• Their goal is to influence opinions and change people's actions.

Formats and Types of Manipulation

• Manipulative information and media can be produced, organized, and disseminated through various formal and informal formats.
• Understanding how advertising and public relations firms manipulate information involves considering the viewer's perspective.

Consumer Confusion

• Consumer confusion occurs when a customer is misled or uncertain about a product or service due to various factors, such as similar branding or packaging.
• Misleading examples include similar-looking detergent or shampoo brands.

Crowd Manipulation

• Crowd manipulation can be used for good or bad.
• Politicians often use emotional appeals, scapegoating, and propaganda to influence voters.

Propaganda

• Propaganda involves the strategic dissemination of information or ideas to shape public perception.
• Companies may strengthen a client's image while harming an opponent's reputation using media channels.
• A notable example would be highlighting a client's charity while revealing an opponent's questionable financial activity.

Gatekeeping

• Gatekeeping refers to controlling the flow of information by filtering content.
• This practice occurs before public sharing through various platforms like publications, broadcasts, or the internet.
• Gatekeeping may involve limiting the truth.

Celebrity Endorsements

• Celebrity endorsements involve using celebrities to endorse a product or service.
• They attest to the effectiveness or quality.
• Kris Aquino, known as "The Queen of all Media," was named top celebrity endorser by a magazine.

Hoaxes

• Hoaxes involve using manipulative information to deceive or defraud the public.
• In 2015, a pair of German documentary filmmakers and a Harvard biologist tricked millions into believing chocolate could aid weight loss.

Psychological Manipulation

• Advertisers use psychological manipulation to influence or change decisions or beliefs towards a certain object or situation.
• An example is highlighting slimming components in a juice product to create higher demand because of the perceived slimmer image.

Types of Manipulative Media

• Traditional manipulative media includes pre-computer era items like toys, picture books, and board games.
• Digital manipulative media includes computer-aided objects and learning materials, such as interactive programs, virtual environments, 3D simulations, and video games.

Sources/Platforms of Interactive Media

• Mobile apps for smartphones and tablets allow users to interact.
• 3D TV creates realistic images with depth.
• Video games (multiplayer) allow multiple players to interact through electronically manipulated images.
• Role-playing games (RPGs) involve players assuming roles in a fictional setting.
• Massively multiplayer online role-playing games (MMORPGs) use a virtual or fantasy world.

Types of Interactive Websites

• Virtual reality (VR) and immersive environments simulate 3D images and environments.
• Social media platforms let users create, share, and interact with content.

Advantages of Manipulative Media

• Hands-on learning.
• Increased confidence and motivation for learning.
• Multisensory learning.
• Helps understand underlying values and skills.
• Real-life application of concepts is presented.

Limitations of Manipulative Media

• Costly.
• Limited to computer/internet users.
• Tendency to focus on something else, distractions are higher.
• Some programs/games may be addictive.

Identifying Manipulative Media

• Motive or Purpose: Understanding the reason behind the message.
• Degree of Influence: Assessing the extent of the media's impact.

Test your knowledge on interactive media, its role in hands-on learning, and the effects of TV advertising on consumer behavior. Explore the different types of media that engage users and the implications for marketing strategies. Understand how interactivity enhances user involvement in digital platforms.