MGMC30H3 Lecture Notes - Lecture 6: Virtual Community

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Published on 27 Dec 2015
School
UTSC
Department
Management
Course
MGMC30H3
Professor
Superbowl - Nation's largest & highest rated TV program
Most watched single day sporting event
Paper argues that despite the fragmentation of viewing audience, the Super Bowl is an
event in itself
oTalks abt the marketing and social environment that helps it maintain the
competitive edge
Attracts abt 80-90 million Americans on tv
Superbowl is not only abt the game, but about the social dimension of the event
oParties, Gatherings, Betting
oShared national experience
Marketing
Super bowl of American advertising
Companies spend millions
$2.6 mill for 30 seconds
oMajor question of whether the ads are worth the big money
oThey are effective but to what extent?
Proponents cite unprecedented media coverage for companies
Ppl don’t watch commercials as they used to
After effect as well
Abt 35% of ppl talk abt the Super Bowl ads at the water cooler
on Monday
oOnline ads availability had some issues
oGiven the high price, question of whether ad is buzz worthy?
Advertising works best on innovators & early adopters & not as well with
early majority buyers, most of the viewers
For majority buyers, Word of Mouth is important & from peers is the
preferential mode of getting info
Interpersonal comm. Has an effect on buying behaviour that is more
than 10X of mass communication
Electronic WOM behaviour :
oResearch conducted on virtual communities suggests that consumers' desire for
social interaction, economic incentives, concern for other consumers & the potential
to enhance their own self-worth are the primary factors leading to electronic WOM
behaviour
The Social Dimension :
Parties, gatherings, betting
Shared national event
Brings fans together
Abt the excitement, emotion and experience of watching with family/friends is priceless
How Super Bowl generates buzz:
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Document Summary

Superbowl - nation"s largest & highest rated tv program. Paper argues that despite the fragmentation of viewing audience, the super bowl is an event in itself competitive edge o. Talks abt the marketing and social environment that helps it maintain the. Superbowl is not only abt the game, but about the social dimension of the event o o. Abt the excitement, emotion and experience of watching with family/friends is priceless. Major question of whether the ads are worth the big money. Ppl don"t watch commercials as they used to. Abt 35% of ppl talk abt the super bowl ads at the water cooler on monday. Advertising works best on innovators & early adopters & not as well with early majority buyers, most of the viewers. For majority buyers, word of mouth is important & from peers is the preferential mode of getting info than 10x of mass communication. Buzz around game, half-time show, and the ads.

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