Content, Advertising & Social IMC

Start Date: 08/16/2020

Course Type: Common Course

Course Link: https://www.coursera.org/learn/social-imc

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About Course

Want your content to go viral? Who doesn't! It takes a thoughtful, integrated approach to make content that stands out in our increasingly oversaturated world. In this fourth course of the Social Marketing Specialization - "Content, Advertising & Social IMC" - you will learn how marketers are successfully navigating today's media landscape. You will learn why developing engaging content for your audience is an essential component in effective social marketing. A panel of experts will unlock the paid/owned/earned media riddle and replace it with an integrated who/what/where approach that utilizes platform-specific messaging to grow your market share. This course also includes an overview of the integrated marketing communications strategy for social and how it is being deployed around the globe, as well as gamification tips to keep your audiences coming back for more. In addition, you will learn the secrets to advertising on Facebook and other social sites. Additional MOOC 4 faculty include: * Judy Ungar Franks (President, The Marketing Democracy, Ltd. & Lecturer, Medill Integrated Marketing Communications, Northwestern) * Steffi Decker (Junior Partner, Chong and Koster) * Joey Strawn (Director of Integrated Marketing, Industrial Strength Marketing)

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Course Introduction

Content, Advertising & Social IMC In this course you will learn about the basic content principles of advertising and how social media platforms work. You will learn about the different types of ads, as well as the different social networks that people use to access the ads they see. The course will also cover the basics of network strategy, the different types of social video networks, and how advertisers are using social and traditional media to reach their audience. This will include an in-depth analysis of how digital platforms are impacting advertising in different ways, and how these changes may affect ad revenue. You will also learn about creative ways that digital platforms can be used to introduce new content and ways that ad revenue could be more efficiently redirected to the platform that's delivering the best value to consumers. This is the third course in the Virtual Marketing specialization that explores the many facets of marketing and digital marketing, and features a culminating project involving creation of a roadmap to achieve a self-established, but attainable goal. This course is part of the iMBA offered by the University of Illinois, a flexible, fully-accredited online MBA at an incredibly competitive price. For more information, please see the Resource page in this course and onlinemba.illinois.edu.Module 1: Content, Advertising & Social Module 2: Ads, In-Advertising & AdSense Module 3: Branding, Targeting, & Audience Module 4: Social Media Marketing <|

Course Tag

Social Media Marketing Social Media Marketing Strategy A/B Testing

Related Wiki Topic

Article Example
IMC Content Studio IMC Content Studio is an educational authoring system, especially the production of content for e-learning areas such as MOOCs. The program is developed and distributed by IMC AG, a German company based in Saarbrücken. The software is used by college and university teachers in adult education and continuing education, in particular at occupational training institutions such as Corporate Universities.
IMC AG In addition to the MOOCS platform OpenCourseWorld and E-learning content, the IMC AG publishes books and sells in particular software products. These include the IMC Learning Suite, a learning platform, the IMC Content Studio, an authoring software for creating E-learning content and the IMC Process Guide, an electronic performance support system (EPSS).
Social advertising (social issues) Social advertising is the use of advertising to inform the public about a social issue or to influence their behavior.
Social advertising (social relationships) Social advertising is advertising that relies on social information or networks in generating, targeting, and delivering marketing communications. Many current examples of social advertising use a particular Internet service to collect social information, establish and maintain relationships with consumers, and for delivering communications. For example, the advertising platforms provided by Google, Twitter, and Facebook involve targeting and presenting ads based on relationships articulated on those same services. Social advertising can be part of a broader social media marketing strategy designed to connect with consumers.
Social advertising (social issues) social advertising makes people understand what the government does.
IMC AG IMC AG is a German software company, publishing house and supplier of E-Learning content with headquarter in Saarbrucken.
Mobile phone content advertising Mobile Advertising was one of the main themes at the "3GSM World Congress" held in Barcelona, Spain in February 2007. The Mobile Entertainment Summit held there discussed whether Mobile Advertising Can Fund New Content Businesses and Resurrect Advertising.
Social advertising (social issues) While social advertising campaigns are often successful in raising awareness, they are typically unsuccessful in producing long-term behavior change of the type that can be achieved through the use of social marketing. Social advertising may, however, form a part of a social marketing intervention.
IMC Content Studio As is common with authoring systems, the users are usually not software experts. Therefore, authoring software programs are designed to be intuitive and easily understood. The interface of IMC Content Studio resembles the design of Microsoft products. One example is the ribbon, used in Microsoft Office since 2007 and Windows 8. The program allows the import of Microsoft Power Point templates and slides.
Shock advertising Advertisers, psychiatrists, and social scientists have long debated the effectiveness of shock advertising. Some scientists argue that shocking ads of course evoke stronger feelings among the consumers. One finding suggests “shocking content in an advertisement significantly increases attention, benefits memory, and positively influences behavior.” The same study also shows that consumers are more likely to remember shocking advertising content over advertising content that is not shocking.
Social advertising (social relationships) Existing advertising platforms can allow advertisers to explicitly target the peers (e.g., Facebook friends, Twitter followers) of consumers who have a known affiliation with their brand. Thus, one way social advertising is expected to be effective is because social networks encode information about unobserved characteristics of consumers, including their susceptibility to adopt a product and to influence their peers to adopt.
Social advertising (social relationships) Social ads often include information about the affiliation of a peer with an advertised entity. For example, a social ad might indicate a friend has endorsed a product, highly rated a restaurant, or watched a particular film. In fact, some definitions make these personalized social signals a necessary condition for advertising being social advertising. Inclusion of personalized social signals creates a channel for social influence. Experiments that remove peers' names or images from social advertisements provide evidence that their presence increases proximal outcomes (e.g., clicks on advertisements).
Social network advertising Social network advertising is not necessarily the same as social media targeting. Social media targeting is a method of optimizing social media advertising by using profile data to deliver advertisements directly to individual users. Social media targeting refers to the process of matching social network users to target groups that have been specified by the advertiser.
Social network advertising Social network advertising, also social media targeting, is a group of terms that are used to describe forms of online advertising that focus on social networking services. One of the major benefits of this type of advertising is that advertisers can take advantage of the users' demographic information and target their ads appropriately.
Online advertising It includes email marketing, search engine marketing (SEM), social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. Like other advertising media, online advertising frequently involves both a publisher, who integrates advertisements into its online content, and an advertiser, who provides the advertisements to be displayed on the publisher's content. Other potential participants include advertising agencies who help generate and place the ad copy, an ad server which technologically delivers the ad and tracks statistics, and advertising affiliates who do independent promotional work for the advertiser.
Native advertising Product placement (embedded marketing) is a precursor to native advertising. Instead of embedded marketing's technique of placing the product within the content, in native marketing the product and content are merged. Because of this merger of advertising and content, the legal status of native advertising is uncertain, and the Federal Trade Commission held a workshop on advertorials and other disguised advertising in 2013.
Mobile phone content advertising A new approach to mobile content advertising is the use of viral marketing. Through specially designed programmes users can send recommendations for mobile content they like to their contact lists. Passa Parola, the Italian version of Meyou, has reached a total of 800,000 registered users, by the use of viral marketing alone. From: "MoConDi has the viral say".
IMC Global During the first quarter of 1996, IMC acquired Chicago-based fertilizer producer and distributor Vigoro Corp. for a $1.16 billion stock exchange. At this point, IMC Corporation was renamed to IMC Global and the potash operations became IMC Kalium.
International advertising • Earned media, as customer recommendations, editorial content and brand content, is more effective than paid advertising,
Mobile phone content advertising The Mobile Entertainment Forum (MEF) carried out a survey of its members in 2006 where 81% of respondents expected successful advertising models to cut prices or fund the consumption of entertainment content on mobile phones.