SM%2012_new_media

SM%2012_new_media - IntroductiontoSport Marketing...

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Introduction to Sport  Marketing  Lecture 12: Sport and New Media
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Lecture 12. Overview Define the terms new media and new media marketing. Define the advantages and disadvantages of new media marketing. Describe how new media marketing relates to the sport marketing  framework. Identify the six key principles of new media marketing. Describe the six step process of engaging consumers with new  media marketing. Outline the five broad categories of new media technologies.  Study new media options by logging into cutting-edge existing sites.
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Introducing the New Media Media refers to communication with the general public by  organizations such as broadcasters, print newspapers,  magazines, radio stations.  Media refers to any instrument or means of  communicating information. New media refers to technologically sophisticated  platforms or vehicles for transmitting and communicating  information.  Only those technologies which are capable of  transmitting information are considered new media.   
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Principle 12.1.  New media refers to communications that are  generated by electronic means, or through recent  technological platforms. It refers to technologically  sophisticated platforms or vehicles for transmitting and  communicating information.
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Manovich’s Five Standards of New Media 
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New media technologies are capable of sending and  receiving digital content or information, which is not  limited to using a computer.  Mobile or cellular phones, PDAs, and MP3 music players.  Transferred  from one digital technology to the next and  from one digital format to the next  Accessible in real-time.  Major influence on society and the way we  communicate.
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Principle 12.2.  New media is represented numerically, and it is  modular, automated, variable, transferable to differing file  formats, and able to be customised.
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Principle 12.3.  New media technologies provide sport marketers  with new ways of communicating with consumers and novel  approaches to their marketing activities. Many of these  approaches are far more rapid, responsive, interactive and  inexpensive when compared with other marketing strategies;  they are also more able to be customised to key target  audiences.
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Philosophy New media marketing means more than just using up-to- date technology within a traditional marketing program.  It also refers to a novel marketing approach that  recognises the complex social and technological world  that sport consumers occupy.  In order to be effective, new media marketing must do  more than just use new technology. 
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This note was uploaded on 11/10/2011 for the course MKTG 4870 taught by Professor Deborahlester during the Fall '11 term at Kennesaw.

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SM%2012_new_media - IntroductiontoSport Marketing...

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