Over the past few years, social media has had a dramatic effect on many different areas of society as a whole. Business, certainly, has been significantly impacted and changed due to the effects of social media. College professors W. Glynn Mangold and David J. Faulds discuss the effects of social media on business promotion, specifically, in their article for the Kelley School of Business.
The authors point out that internet-based messages have become a major factor in influencing consumer behavior. Consumer behavior is a very significant factor of business and sales. Therefore, those in the marketing and promotions field want to get a grasp on how to best use social media to influence consumer behavior. Achieving this goal will provide a big boost for their business. However, marketing managers have found this difficult because there is very little guidance for using social media in integrated market communications (IMC).
Marketers don't have a choice -- they have to embrace the changes due to social media and can't afford to ignore them. Why? Well, social media is becoming the primary means of communicating and now advertising via social media is more trusted than "traditional elements of the promotion mix." So what can marketers do? Mangold and Faulds point out that conversations through social media are the key for the IMC of businesses. While managers can't directly control those conversations, the authors point out several strategies to help guide those conversations to be most beneficial to a business's marketing.
Among a list of several ideas, Mangold and Faulds argue that providing networking platforms is a vital component of a successful IMC, because the target audience has a place (where the consumers share something in common) to connect. The writers also stress the importance of using many different kinds of social media (including blogs) to maximize promotion efforts.
Sunday, October 16, 2016
Wednesday, October 12, 2016
Game Recap: #2 Ohio State vs. Indiana
If you didn't know the score of the Ohio State vs. Indiana game and took to Twitter following the game, you might have thought that the Buckeyes lost based solely on the reaction of fans. However, this was not the case. The #2 Buckeyes defeated Indiana by a score of 38-17, which doesn't seem like much to complain about. However, the process of getting that win wasn't as smooth or as pretty as Buckeye fans have gotten accustomed to this year.
On the very first drive of the game, QB J.T. Barrett fumbled the ball, and Indiana jumped on the football and scored a field goal on their very first drive. The Buckeyes "righted the ship" a little bit more on the next drive, kicking a field goal of their own. Those two field goals were all of the points in a very sluggish start for Ohio State.
After two punts on their next two respective drives, the "silver bullet" defense forced an Indiana fumble, and the offense punched it into the end zone two plays later. The Buckeyes were able to find "pay dirt" on the ground twice more before halftime. Indiana added a touchdown of their own, and at halftime the Buckeyes found themselves ahead 24-10.
On the opening possession of the second half, Indiana engineered a long scoring drive capped of by a Richard Lagow TD pass to cut the Buckeye lead to 24-17 and giving the 100,000 plus at attendance in Ohio State something to worry about. In the end, the Buckeyes would find a way to score two more touchdowns, but for a while the two teams simply traded punts.
Will still a very strong Heisman candidate, it was not J.T. Barrett's best day. While the Buckeye quarterback did run for a team-high 137 yards, he completed just 9 passes for an underwhelming 93 yards and turned the ball over twice.
The defense, however, still performed well. They forced two Hoosier turnovers including the fumble that set up the offense with their first touchdown. While Ohio State has given up 54 points, the defense has only given up 40 points and is currently ranked in the top 5 nationally in several defensive categories.
It wasn't always pretty, but the Buckeyes did improve to 5-0 on the season and will head to Camp Randall Stadium to face #8 Wisconsin on Saturday night in what will be their toughest challenge of the season so far.
On the very first drive of the game, QB J.T. Barrett fumbled the ball, and Indiana jumped on the football and scored a field goal on their very first drive. The Buckeyes "righted the ship" a little bit more on the next drive, kicking a field goal of their own. Those two field goals were all of the points in a very sluggish start for Ohio State.
After two punts on their next two respective drives, the "silver bullet" defense forced an Indiana fumble, and the offense punched it into the end zone two plays later. The Buckeyes were able to find "pay dirt" on the ground twice more before halftime. Indiana added a touchdown of their own, and at halftime the Buckeyes found themselves ahead 24-10.
On the opening possession of the second half, Indiana engineered a long scoring drive capped of by a Richard Lagow TD pass to cut the Buckeye lead to 24-17 and giving the 100,000 plus at attendance in Ohio State something to worry about. In the end, the Buckeyes would find a way to score two more touchdowns, but for a while the two teams simply traded punts.
Will still a very strong Heisman candidate, it was not J.T. Barrett's best day. While the Buckeye quarterback did run for a team-high 137 yards, he completed just 9 passes for an underwhelming 93 yards and turned the ball over twice.
The defense, however, still performed well. They forced two Hoosier turnovers including the fumble that set up the offense with their first touchdown. While Ohio State has given up 54 points, the defense has only given up 40 points and is currently ranked in the top 5 nationally in several defensive categories.
It wasn't always pretty, but the Buckeyes did improve to 5-0 on the season and will head to Camp Randall Stadium to face #8 Wisconsin on Saturday night in what will be their toughest challenge of the season so far.
Wednesday, October 5, 2016
Game Recap: #2 Ohio State vs. Rutgers
The Ohio State Buckeyes took the field on Saturday to begin Big Ten Conference play against the Rutgers Scarlet Knights following a bye week. After convincing wins against Bowling Green, Tulsa, and Oklahoma, the Buckeyes entered the game ranked #2 in the nation behind only defending national champion Alabama. Meanwhile, Rutgers came into Ohio Stadium quite overmatched on both sides of the ball. The Scarlet Knights, who joined the Big Ten in 2014, possessed a pedestrian 2-2 record with a recent loss in their Big Ten opener to Iowa.
After a slow start to the opening quarter, Ohio State quickly began to assert their dominance and quite soon the outcome of the game was no longer in doubt. The Buckeyes rebounded from a sluggish first quarter which included a missed extra point and pounded Rutgers for 24 points in the second quarter, pushing Ohio State to a 30-0 advantage at halftime.
With just a few minutes left in the half, J.T. Barrett found tight end Marcus Baugh in the endzone from 16 yards out for a touchdown. That passing touchdown gave Heisman candidate Barrett the all-time Ohio State record for passing touchdowns in a career.
The Buckeyes and running back Mike Weber continued their dominance in the second half. Weber ripped off a 46 yard run for a touchdown, capping off a 144-yard afternoon. At the end of three, Ohio State possessed a 51-0 lead and many of the backups had already gotten some playing time.
Johnnie Dixon's 5-yard run in the 4th quarter capped off the scoring, and the Buckeyes cruised to an easy victory 58-0. The Buckeye offense racked up an astounding 669 total yards an 32 first downs.
As impressive as the OSU offense was, the young Buckeye defense once again impressed. Not only did the "Silver Bullet" defense shutout the Scarlet Knight offense, but they held Rutgers to a measly 116 total yards. In addition, they forced Rutgers to punt on each of their first 10 offensive possessions.
The undefeated Ohio State Buckeyes will take on the Indiana Hoosiers next week at home while 2-3 Rutgers will face another difficult opponent in Michigan.
(Video via Big Ten Network, stats via ESPN)
After a slow start to the opening quarter, Ohio State quickly began to assert their dominance and quite soon the outcome of the game was no longer in doubt. The Buckeyes rebounded from a sluggish first quarter which included a missed extra point and pounded Rutgers for 24 points in the second quarter, pushing Ohio State to a 30-0 advantage at halftime.
With just a few minutes left in the half, J.T. Barrett found tight end Marcus Baugh in the endzone from 16 yards out for a touchdown. That passing touchdown gave Heisman candidate Barrett the all-time Ohio State record for passing touchdowns in a career.
The Buckeyes and running back Mike Weber continued their dominance in the second half. Weber ripped off a 46 yard run for a touchdown, capping off a 144-yard afternoon. At the end of three, Ohio State possessed a 51-0 lead and many of the backups had already gotten some playing time.
Johnnie Dixon's 5-yard run in the 4th quarter capped off the scoring, and the Buckeyes cruised to an easy victory 58-0. The Buckeye offense racked up an astounding 669 total yards an 32 first downs.
As impressive as the OSU offense was, the young Buckeye defense once again impressed. Not only did the "Silver Bullet" defense shutout the Scarlet Knight offense, but they held Rutgers to a measly 116 total yards. In addition, they forced Rutgers to punt on each of their first 10 offensive possessions.
The undefeated Ohio State Buckeyes will take on the Indiana Hoosiers next week at home while 2-3 Rutgers will face another difficult opponent in Michigan.
(Video via Big Ten Network, stats via ESPN)
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