Hvinson_619_journal.doc.
New Media Journal
Class:
IMC 619- New Media
Term:
Fall 2006
Name: Henry Vinson
________________________________________________________________________
Lesson Topic
________________________________________________________________________
Lesson One- Introduction to New Media and IMC
________________________________________________________________________
Entry Date
10-25-06
________________________________________________________________________
Entry Title
Key
Word Search and Online Advertising
Entry
According to Catherine Taylor in Brandweek,
the increase in online advertising
comes
from two sources. One is that advertising online produces an increase in sales.
The
most
important reason is the online search engine. Google has provided advertising
sponsored
links. The advertisers buy pay-for-performance deals central to the
repositioning
of advertising.
According to the Google Webpage, Google
Adsense provides visitors with “A more
rewarding
online experience. From Google AdSense, text and image ads are sent to the
online
visitor who will find these connections and ads useful. With minimal effort
numerous
ads are sent every minute with very limited added cost. Techniques like
AdSense
are what make online advertising so useful. To search pages, AdSense will send
targeted
ads. Google has expanded online advertising. The company can apply online and
maximize
revenue with relevant ads.
Hvinson
Media Journal 619 p.2
Because I am taking two classes this
semester, I do not have time to check my e-mail
everyday.
When I check my e-mail, I am drawn to pop-ups and pop-unders because they
are
clever and part of the industry. It takes me longer to open e-mail because of
them.
Once
I get to my e-mail, I appreciate the companies’ responses to my inquiries. As
John
Deighton
explains in Harvard Business Review, “The Web now offers providers and
seekers
of information around the globe easy access to one another.” We do a lot of
business
online because it is easier, faster, and more efficient. Gary S. Lynn explains
in
The
Journal of Intereactive Marketing, that the new media “Provides a viable alternative
for
the small firm.” We small office can order products worldwide thanks to the
Internet.
New Media
The
new media I explored were the Internet, Web Sites of Google, MSN, and Yahoo.
The
Web
pages explained advertising opportunities and how with minimal effort the
company’s
ads are sent to a larger target audience with minimal extra effort.
________________________________________________________________________
Readings
http://www.google.com/intl/en/ads/
Retrieved 10-25-06.
Taylor,
C.P. (2003) New media old media. Brandweek, 44, 20-23.
www.yahoo.com
Deighton,
J. (1996). The future of interactive marketing. Harvard Business
Review, 74, 151-160.
Lynn,
G.S., & Maltz, A.C. (1999). New media in marketing redefine competitive
advantage: A comparison of small and large firms. Journal of
Services Marketing,
13,
9-20.
Schultz,
D.S. (2004, February 15). New media system calls for new tools. Marketing
News, 6.
Taylor,
C.P. (2003). New media as old media. Brandweek, 44, 20-23.
H_Vinson_619_Week1.doc
p.3
New
Media Journal-New Media
Term:
Fall 2006
Name: Henry Vinson
Lesson
Topic
________________________________________________________________________
Lesson # 1 Introduction to New Media & IMC
Entry
Date
________________________________________________________________________10-26-06
Entry Title
Small advertising Firms
Compete for the Same Customers as Large Firms
Entry
According to Lynn, Et Al, in “ New Media
in Marketing Redefine Competitive
Advantage: a Comparison of Small and Large Firms,” large firms overpowered smaller
firms
with their advertising budgets. They dominated markets with their products.
“Superior
resources are often cited as a source of competitive advantage.” The cost
effectiveness
of new media has opened up national and world markets to the small and
medium
sized firms. Small firms can utilize the Internet for market research as well
as
selling
their products. In addition to opening up world markets, internal communication
has
improved with intranets, laptops, mobile phones, and e-mail.
Business Week agrees that the
Internet provides an avenue for small businesses to
make
business associations worldwide. This opens distribution channels. There is
more
money
made because there is increased sales and revenue. Businesses can advertise on
the
mobile phone and the Internet and develop a personal relationship with a
customer.
In the office where I work, I received an
e-mail from a small medical product
company
that offered good prices on a few items commonly used in the office. Because
they are so small, AndaMed would not have the
resources to call my small office or send
Hvinson
619 W1 p4
me
a catalogue. Instead, they e-mailed me, and I placed an order online at
As Schultz reports in Marketing News,
businesses must move with the times. Online
meetings
will save businesses a lot of money. Online meetings save the out of pocket
money,
plus the aggravations of parking at the airport, standing in lines with your
bags,
entering
security. Even small firms can contribute to global meetings because of the
Internet.
A nomination for the Head of the Democratic Party involved a patient from this
facility
who lives 10 mile away. It would not be
possible for any mountaineer to be a
serious
candidate without online communications. The mew media makes politics and
business
much easier.
New Media
The new media examined were the Internet,
e-mail and mobile phone marketing
________________________________________________________________________Readings
________________________________________________________________________Business
Week (September 23, 1996), “Making Money on the Net,” pp104-118.
Lynn,
G.S., Maltz, A.C. (1999), New media in marketing redefine competitive
advantage: a comparison of small and large firms. Journal of Services
marketing, 13, pp. 9-20
Deighton,
J. (1996). The future of interactive marketing. Harvard Business
Review, 74, 151-160.
Schultz,
D.S. (2004, February 15). New media system calls for new tools. Marketing
News, 6.
Taylor,
C.P. (2003). New media as old media. Brandweek, 44, 20-23.
Hvinson
619 W2 p5
New
Media Journal
Class:
IMC 619-New Media
Term:
Fall 2006
Henry
Vinson
Lesson Topic
Lesson #2
The Internet and the Web:
Banners, Pop-ups, and Pop-Unders
Entry Date
11-2-06
Entry title
Web Sites Solve Problems and Answer Questions
Entry
According to Interland, in “Public
relations Tactics,” an effective Web site adds
credibility
to an organization or a company. A Web site is useful if it answers a question
or
solves a problem. It should be easy to navigate.
My daughter considered applying to
Bellarmine University in Louisville, Kentucky in
music. We explored the Web site. It was
difficult to find a current calendar. She wanted
to
attend student recitals and performances to measure of the skill and depth of
the
student’s
mastery of music. There was no calendar of music and arts. There was a modest
sports
schedule. It was hard to find answers to her questions. The Web site did not
help
solve
a problem. The West Virginia Web Site, on the other hand, is a treasure trove
of
information.
From the first click, the new student can find information about the music
department.
She gets a personalized Web page, locates the calendar, recital list, and has
an
ability to e-mail questions to the Music Department. WVU does a much better job
than
Bellarmine.
It has better navigational tools and better links. It has moved with the times.
According
to Tucker in Advertising Age’s Business Marketing, it is worth the time
and
effort
to design a Web page so that there are clear links that answer questions and
solve
Hvinson
619 New Media Journal p.6
problems.
Traditional media in the form of a college
catalog was more helpful. A telephone call
gave
her the performing arts secretary, and she e-mailed a schedule to the office.
In The Journal of Marketing Research,
Kim Sheehan studied user motivation. My
daughter
and I were motivated to secure information about the music program. We would
label
our motivation as “goal-directed motivation.” Other motivations include
research,
communication,
shopping, and surfing.
New Media
Internet,
Web site, e-mail
Readings
Interland.
(October 1, 2003), Survey finds web sites are key in driving credibility,
marketing, for small businesses. Public Relations Tactics, 18.
Lesson
2, (Fall 2006), IMC 619, WVU
Leong,
E., Huang, X., & Stanners, P. (1998, Sept/Oct). Comparing the effectiveness
of the web site with traditional media. Journal of Advertising
Research, 44-51.
O'Connor,
J. (2004). Ten things I hate in a web site. MarketingProfs.com. Retrieved October 28,
2004, from: http://www.marketingprofs.com
Rodgers,
S., & Sheldon, K. (2002, Sept/Oct). An improved way to characterize
Internet users. Journal of Advertising Research, 85-94.
Sheehan,
K. (2002, Sept/Oct). Of surfing, searching, and newshounds: A typology of
Internet users' online sessions. Journal of Advertising Research, 62-71.
Tucker,
B. (1999). Great web sites are part of integrated marketing communications. Advertising
Age's Business Marketing, 84.
Cassavoy,
L., & McLeod, R. (2004, April). "Bye-bye pop-ups. Hello...?" PC
World, 22, 28-29.
Hvinson
619 W2 p7
New
Media Journal
IMC 619-New Media Fall 2006
Henry Vinson
Lesson Topic
Lesson # 2 The Internet and
the Web: Banners, Pop-Ups & Pop-Unders
Entry Date
11-3-06
Entry title
Passionates, Pragmatists, and Phobics Use the
Internet
Entry
According to Kim Bartel Sheehan in Journal of Marketing Research, there are many types of people who use the Internet. We wanted to place an order for a toner for the fax machine. There are Passionates who want to experiment with the WWW. They love the pop-Ups, banner ads, and Pop-Unders. One of the young therapists in the office where I work, stays late in the evening to explore the WWW. He often finds exciting new relevant products from, www.mooremedical.com, www.andameds.com, or www.henryschein.com that we will order. There are goal directed pragmatists such as my secretary who shops for good prices. There are Phobics such as the 60 year old therapy aid who gets hives when she is asked to order gel pads online. This article describes the type of Internet users who work in my office. Andameds sent her an e-mail to verify the quantity, and she developed a headache. Online ordering puts the world at our finger tips.
I rather enjoy the pop-ups and find that they catch my eye, but Zaney in Eweek feels
that most readers grow weary of them, and they might not be effective marketing.
In Journal of Advertising Research,
Leong describes the
Internet as “A medium for
advertising.”
Also, “given the ability to deliver rich information, it is not surprising to
Hvinson
619 New Media Journal p.8
find
that the Web site is proximate next to print media.” We used to send an
employee to
Charleton
every Friday to pick up products and return items. Now we visit Web sites
from
all over the world and order products off the Web sites. It has saved our small
business
a lot of time and money. The Web site is effective for both short-term and
long-
term
objectives.
New Media
Internet,
e-mail, pop-ups, banner ads, pop-unders.
Readings
Sheehan, Kim Bartel, Of Surfing, Searching,
and Newshounds: A Typology of Internet Users’ Online sessions, (October 2002),
Journal of Marketing Research, pages. 62 to 72
www.andameds.com
www.henryschein.com
www.mooremedical.com
Interland.
(2003, October 1). Survey finds web sites are key in driving credibility,
marketing, for small businesses. Public Relations Tactics, 18.
Leong,
E., Huang, X., & Stanners, P. (1998, Sept/Oct). Comparing the effectiveness
of the web site with traditional media. Journal of Advertising
Research, 44-51.
Rodgers,
S., & Sheldon, K. (2002, Sept/Oct). An improved way to characterize
internet users. Journal of Advertising Research, 85-94.
Sheehan,
K. (2002, Sept/Oct). Of surfing, searching, and newshounds: A typology of
internet users' online sessions. Journal of Advertising Research, 62-71.
Tucker,
B. (1999). Great web sites are part of integrated marketing communications. Advertising
Age's Business Marketing, 84.
Hvinson
619 p.9
Cassavoy,
L., & McLeod, R. (2004, April). "Bye-bye pop-ups. Hello...?" PC
World, 22, 28-29.
Dou,
W., Linn, R., & Sixian, Y. (2001). How smart are smart banners? Journal
of Advertising Research, 41, 31-43.
Edwards,
S., Li, H., & Lee, J. (2002). Forced exposure and psychological reactance:
Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal
of Advertising, 31, 83-95.
Lohtia,
R., Donthu, N., & Hershberger, E. (2003). The impact of content and design
elements on banner advertising click-through rates. Journal of
Advertising Research,
43,
410-418.
Mitchell,
A., & Valenzuela, A. (2002). The effect of banner advertisements on
judgment and choice. Advances in Consumer Research, 29, 23-30.
Zaney,
K. (2004). Down with pop-ups. eWeek, 21, 42.
H_Vinson_619_W3.doc p 10
New
Media Journal
IMC
619
Fall
2006
Henry
Vinson
Lesson
Topic
Lesson
#3 Mobile Marketing
Entry date
11-7-06
Entry title
You
Rang?
Entry
According to Chapell in “Reach the Mobile
Consumer,” Mobile messaging can build
customer
relationships. As long as the advertising is invited, the customer will not
reject
the
messages and will find the advertising useful. I took my daughter to the Olive
Garden
in
Charleston, West Virginia. I called Staples which is near the Olive Garden, to
see if
my
toner was in. I ordered online. The Staples message reviewed my product history
and
reminded me to buy a cartridge for a Canon copier. According to their records,
The
office
will need one soon. They were right, and I added additional products to my e-
mailed
order. Mobile messages saved me a trip to Staples.
In MMA global, Becker explains that
mobile phones are not just used for
communication,
but they are used for business. Customers will call in their orders and
await
a call back. This reduces marketing resistance and opens up new avenues of one
to
one
communication. I really appreciated the message from Staples.
Hvinson
619 p.11
To improve late night business, McDonalds
invites late customers with coupons as
explained
in MMA Global. If I wanted a take
out order at Olive Garden, I can call it in
on
my way, and it is ready when I get there. They will message me on my mobile
phone
saving
me a lot of time as Smith explains in MediaPost Publications.
New Media
e-mail,
mobile messages, Web site
Readings
Hvinson 619 W2 p11
personal
e-mail from www.staples.com
lesson
3 (2006) IMC 619 WVU
Becker,
M. (2006, August 18). Mobile marketing research priorities: Roadmap to engaging
the "connected customer". MMA
Global. Retrieved October 19, 2006, from:
http://mmaglobal.com/modules/wfsection/article.php?articleid=535
Becker,
M. (2005, October 18). Unfolding of the mobile marketing ecosystem: A growing
strategic network. MMA Global.
Retrieved October 18, 2006, from:
http://mmaglobal.com/modules/wfsection/print.php?articleid=74
Chapell,
A. (2006, March 19). Mobile marketing & opt-in. MMA Global. Retrieved October 19, 2006, from:
http://mmaglobal.com/modules/wfsection/article.php?articleid=352
Chapell,
A. (2006, September 22). Reach the mobile consumer. iMedia Connection. Retrieved October 19, 2006, from: http://www.imediaconnection.com/content/10838.asp
Smith,
S. (2006, August). Off the hook! MediaPost
Publications. Retrieved October 19, 2006, from:
http://mmaglobal.com/modules/wfsection/article.php?articleid=536
H_Vinson_619_W3_doc.
Page 12
New
Media Journal
IMC
619-New Media
Fall
2006
Henry
Vinson
_____________________________________________________________________
Lesson
Topic
Lesson #3 Mobile Marketing
Entry
Date
11-11-06
Entry
Title
Is the iPod for You?
From the story, “Are ads on your iPod
Next?” I discovered that many unique and rich
titles
of music are available for the iPod that will never reach a music store in
southern
West
Virginia. The story explains how most musicians must keep their day jobs, but,
they
really
enjoy making recordings. Until now, only the blockbusters made it in the music
industry.
When I downloaded music from a small West Virginia ensemble named Cordis,
I
received an invitation to download their newest pieces. It is an exotic group
of eclectic
musicians with a small following. I really enjoyed
the ad and the music. I ordered a CD
online. David Grimes, the band director of Cordis,
called me on my mobile phone and
told me that he will be appearing in Charleston in
December. He invited me to the
concert. I will arrange my schedule so that I will
arrange for a business meeting and the
coffee house
concert. I really appreciated the personal phone call and invitation.
According
to M Becker in MMA Global, the mobile marketing messages will connect
with the customer in a new, personal ,one to one
fashion. As long as messages are wanted
and prove helpful, they will be welcomed.
Hvinson 619 p.13
New Media
IPod
advertising, e-mail, Web cast, Web site, mobile messages
Readings
“Are
ads on your iPod next? Retrieved 11-11-06 from
http;//marketplace.publicreadio.org/shows.2006/04/24/pm200604242.html
www.richardgrimes.com
Becker,
M. (2006, August 18). Mobile marketing research priorities: Roadmap to engaging
the "connected customer". MMA Global.
Retrieved October 19, 2006, from:
http://mmaglobal.com/modules/wfsection/article.php?articleid=535
Becker,
M. (2005, October 18). Unfolding of the mobile marketing ecosystem: A growing
strategic network. MMA Global.
Retrieved October 18, 2006, from:
http://mmaglobal.com/modules/wfsection/print.php?articleid=74
Chapell,
A. (2006, March 19). Mobile marketing & opt-in. MMA Global. Retrieved October 19, 2006, from:
http://mmaglobal.com/modules/wfsection/article.php?articleid=352
Chapell,
A. (2006, September 22). Reach the mobile consumer. iMedia Connection. Retrieved October 19, 2006, from:
http://www.imediaconnection.com/content/10838.asp
Smith,
S. (2006, August). Off the hook! MediaPost
Publications. Retrieved October 19, 2006, from: http://mmaglobal.com/modules/wfsection/article.php?articleid=536
Hvinson
619 p.14
New
Media Journal
Class: IMC 619 – New Media
Term: Fall 2006
Name:
Henry Vinson
Lesson Topic |
|
Lesson 4 Online Direct marketing, Permission-Based, E-mail
and Spam
|
Entry date |
|
11-12-06
|
Entry title |
|
Medical
Spam
|
Entry |
|
As I check my office e-mail, I have come across medical
e-mail spam.
Because flu vaccines are in ample supply this year, many
manufacturers
of flu vaccine have sent the office offers of purchase
almost daily.
Andameds, Moore Medical, and Henry Schein are just some of
the
companies that
crowd the office e-mail daily seeking our business for
the flu vaccine.
Medical and Rehab companies send e-mails about the
upcoming National Influenza Vaccination Week. According to
Salzman in
his book on Buzz Marketing, all these e-mails create a
buzz, and can be
considered Buzz
marketing. It takes a lot of time to read through all
the medical e-mails daily. In Direct Marketing,
Godin explained,
“Online users realize that uncontrolled spam would mean
the end of the
Internet they love.” The Seybold Report on Internet
Publishing
recommended that all marketing should be permission
marketing. Even if
the office agreed to receive online solicitations, there
is an
overwhelming number of e-mails everyday from medical
companies. Usually
they get deleted. Lesson 4 reports that it is cheap to
send e-mail
solicitations, but it costs $.50 per e-mail deletion. Even
though the
office orders products weekly from medical suppliers,
there are way too
Hvinson 619 p.15
many e-mails for any of them to be useful.
|
|
|
New media |
|
e-mail, Web sites
|
Readings |
|
New
Media Journal p.16
Class: IMC 619 – New Media
Term: Fall 2006
Name:
Henry Vinson
Lesson Topic |
|
Lesson 4 Online Direct Marketing, Permission-Based, E-mail
and Spam
|
Entry date |
|
November 13, 2006
|
Entry title |
|
Online
Military Spam
|
Entry |
|
On one lazy Sunday afternoon between games, one of my
nephews asked me
about joining the military. He is a fit, 18 year-old high
school senior
with plans that rarely are made longer than next week’s
football game.
I let him use my computer which was a big mistake, and we
located
several military Web sites that provided a wealth of
information. Since
he believed that his parents read his e-mail, he asked if
one reply
could come to my e-mail. This one response was generic and
useful.
However, the click through has completely opened my e-mail
to dozens of
military and online
school offers. In the Morse article about the
“Cookie Monster,” I can completely relate to how one click
through gets
your e-mail placed
on several sites that send targeted e-mails to you.
My nephew and I received an education about online schools
as well as
what the military has to offer. In Reinterpreting
Property, Margaret
Radin makes the point that “Privacy is the individual’s
control over
information that others receive.” She would not approve of
all these e-
mail solicitations since I agreed to only one
solicitation. Milne and
Rhome in The Journal of Public Policy and Marketing
agree that there is
give and take in
the information that a customer will give in return
Hvinson 619 p.17
for information that is useful. I gave specific permission
to receive
information from the first source, but none of the others,
yet, much
information is useful.
|
|
|
New media |
|
e-mail, Web sites
|
Readings |
|
New
Media Journal p.18
Class: IMC 619 – New Media
Term: Fall 2006
Name:
Henry Vinson
Lesson Topic |
|
Lesson 5 Short Films and streaming Media
|
Entry date |
|
11-18-06
|
Entry title |
|
Reike
By Rand
|
Entry |
|
At Aquatic Rehab Center in Williamson, West Virginia where
I work, we
hosted an international visitor who was a Reike
Practitioner. It was my
job to do a
promotional and market this new discipline. The doctor was
pursuasive and
passionate about Reike forces and the laying on of the
Reike touch. To educate me, he gave me a short film, “The
Reike Touch,
” in which people enacted sad scenes in their lives
followed by happy
scenes after the
introduction of Reike. It was somewhat like “A
Christmas Carol,” before the spirits and after the
spirits. At the very
end of the short
film was extensive marketing for Reike cards, books,
tapes, movies, and
training. It was not clear until the very end that
the movie was
advertising for The International Center for Reike. The
movie focused on a
dysfunctional man who was depressed and unhappy. It
was fresh when a Reike Practitioner showed him how to
regain his love
of life. The message was simple. Use Reike, and your life
will improve.
The conflict was a
man who hates life. There were filmic qualities as
the hero moved from grumpy to calm then happy with filmic
fluidity.
There was a definite
beginning, middle and end to the life changing
drama as explained
in Lesson 5. At the very end of the film came the
advertisement for Reike products. Like the short film,
“The Call,” this
hvinson 619 p.19
this movie used Reike to remove the bad forces. In “BMW
Case Study,”
Moon relates that BMW’s success using the short film was
unexpected and
exceeded all
expectations. In “Streaming Media”, Warren Ernst “As with
other innovation,
technology should filter down.”
|
New media |
|
Short films, Web sites, streaming media
|
Readings |
|
New
Media Journal p.20
Class: IMC 619 – New Media
Term: Fall 2006
Name:
Henry Vinson
Lesson Topic |
|
Lesson 5 Short films and Streaming Media
|
Entry date |
|
11-19-06
|
Entry title |
|
Beautiful
BMW’s
|
Entry |
|
Over the past 25 years, I have worked as a part time
commercial pilot
in addition to my day jobs. In that capacity, I fly
aircraft to and
from America to
Europe and back. BMW manufactured aircraft engines in
Germany until they were barred from aircraft manufacturing
following
World War II. On a trip to Munich, I visited the BMW plant
and saw
almost all of the BMW short films, including the very
successful movie,
The Hire. In Youngme Moon’s article in the
Harvard Business School, the
success of the short film surpassed
anyone’s expectations. “The level of press activity was
ten times what
we anticipated.” Each film had a hero who performed a
dramatic act by
saving someone in trouble, like a knight in shining armor.
According to
Lesson 5, these films have the elements of a drama. There
hero is the
driver who wants to save a victim. There is a action and
conflict in
battle such as opening fire on predators in the film about
the Tibetan
monks. At the heat
of the battle there is a climax. After the battle
is over, there is resolution, and the BMW driver safely
delivers his
passengers. The film quality is superb. They use famous
actors and
directors for top quality short films. Phillip De Lance reports
in
Hvinson 619 p. 21
“Streaming Media,” that “the industry is turning from
technology to
application.” Movies have been with us for 80 years. Now
the short film
is used for marketing products. It is a great application
to promote
expensive vehicles like the BMW. Ot Pirelli Tires as they
did in, “The
Call.”
|
New media |
|
Short films, e-mail, Web sites
|
Readings |
“The Call,” Retrieved 11-11-06
from http://www.pirellifilm.com/the
film
www.BMWfilm.com
|
New
Media Journal p.22
Class: IMC 619 – New Media
Term: Fall 2006
Name:
Henry Vinson
Lesson Topic |
|
Lesson 6 Creating Buzz: Blogs, Chat rooms, and Viral
marketing
|
Entry date |
|
11-29-06
|
Entry title |
|
Hitch
my trailer to a Jeep Blog
|
Entry |
|
In preparation for the homework assignment, I monitored
many blogs. I
came across the Jeep Blog when my nephew wanted me to pull
his trailer
with a Jeep to Louisville, Kentucky, where he secured a
job. I did not
think that the Jeep could haul the trailer. I asked about
it on a chat
room, and on the blog, www.jeepblog.com. They answered my
inquiry by e-
mail. Just as Elizabeth Albrycht relates in PR Tactics,
“The purpose of
the blog is to
spark informal conversations” about products and
services. It was
very helpful to me. Even though in 2003, only 1% of
adults knew about
blogs, according to Whelan in American Demographics,
the people who
visit them and reply to inquiries are informative and
passionate. Aaron Goldberg writes that a depth of
information can be
shared in “Web Value.” I had a specific question about a
jeep, trailer
hitch, and a trailer that was adequately answered when
posed on the
Jeep blog.
|
New media |
|
Blogs, chat rooms, e-mail.
|
Readings |
|
New
Media Journal p.24
Class: IMC 619 – New Media
Term: Fall 2006
Name:
Henry Vinson
Lesson Topic |
|
Lesson 6 Creating Buzz: Blogs, Chat Rooms, and Viral
Marketing
|
Entry date |
|
12-1-06
|
Entry title |
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Can
I Dodge the Transmission Repair?
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Entry |
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As I drove a Dodge Durango a month ago, I stalled several
times, and
failed to climb hills, which is a dangerous situation in
this rural,
mountainous part of West Virginia. There are only 47,000
miles on the
Dodge, and it is still under warranty. I sought advice
from a chat room
and the Dodge blog,
www.dodgeBlog.com.
I received the sad news on the
blog and on e-mail that many Dodge trucks develop
transmission problems
at 50,000 miles. Since it is covered by warranty, I need
to have it
replaced. In “Blogs for Business” Herman celebrates the
“subject-
oriented blog” which is what I used. In American
Demographics, Whelan
explains that a blog permits niche marketing. A Dodge is a
niche among
autos. The e-mail response is one to one and personal as
Bowers
explains in Marketing Research. The blog gave me
information on the
transmission
problem.
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New media |
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Blog, e-mail, chat room
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Readings |
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New
Media Journal
Class: IMC 619 – New Media
Term: Fall 2006
Name:
Henry Vinson
Lesson Topic Week 7 |
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New
Media Journal
Class: IMC 619 – New Media
Term: Fall 2006
Name:
Henry Vinson
Lesson Topic Week 7 |
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Entry |
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New media |
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Readings |
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3.
Review Lesson 7.
4.
Read the assigned weekly articles found under the Readings icon on
the course homepage:
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New
Media Journal
Class: IMC 619 – New Media
Term: Fall 2006
Name:
Henry Vinson
Lesson Topic Week 8 |
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Entry date |
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Entry |
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New media |
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Readings |
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5.
Review Lesson 8.
6.
Read the assigned weekly articles found under the Readings icon on
the course homepage:
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New
Media Journal
Class: IMC 619 – New Media
Term: Fall 2006
Name:
Henry Vinson
Lesson Topic Week 8 |
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Entry date |
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Entry title |
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Entry |
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New media |
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Readings |
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7.
Review Lesson 8.
8.
Read the assigned weekly articles found under the Readings icon on
the course homepage:
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New
Media Journal
Class: IMC 619 – New Media
Term: Fall 2006
Name:
Henry Vinson
Lesson Topic Week 9 |
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Entry date |
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Entry |
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New media |
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Readings |
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9.
Review Lesson 9.
10. Read the assigned weekly
articles found under the Readings icon on the course homepage:
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New
Media Journal
Class: IMC 619 – New Media
Term: Fall 2006
Name:
Henry Vinson
Lesson Topic Week 9 |
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Entry date |
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New media |
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11. Review Lesson 9.
12. Read the assigned weekly
articles found under the Readings icon on the course homepage:
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