In Class Activity 16 2 Using social media in the promotion blend Learning Objective This in class activity supports the following learning objective from Essentials of Marketing 15e LO 16 1 Explain how publicity fits into the promotion blend LO 16 2 Understand the differences between paid, earned, and owned media LO 16 7 Explain what social media is and how it differs from traditional media LO 16 8 Compare and contrast the major social media platforms Assignment Below are two mini cases of specific businesses For each of these businesses, answer the following questions Which social media platform would be most effective for this business Explain why you believe this social media platform would be effective Provide two specific suggestions of how the company could utilize the social media platform For each suggestion, indicate whether it is an example of paid media, earned media, or owned media Mini cases Charlie Ruthi is a marketing major at a local college She has been hired by Rizzutos Pizzeria Rizzutos is in a small college town and students are its primary target market Rizzutos does not currently utilize any social media and Charlie has been brought in as a part time employee to build up an appropriate social media presence Gray Away Shampoo and Gray Away Conditioner restore natural hair color (that is, removes the gray that typically comes with age) after 2 3 weeks of regular use The primary target market is male and female baby boomers and senior citizens who are seeking a more youthful appearance by getting rid of their gray hair Gray Away works on any color hair and gradually turns the gray to the users natural hair color Shawna Tagge, a marketing major, has been hired as a marketing intern Her new boss has asked her to get Gray Away a social media presence No further guidance was given to Shawna

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Learning Objective

This in-class activity supports the following learning objective from Essentials of Marketing 15e:

LO 16.1: Explain how publicity fits into the promotion blend.

LO 16.2: Understand the differences between paid, earned, and owned media.

LO 16.7: Explain what social media is and how it differs from traditional media.

LO 16.8: Compare and contrast the major social media platforms.

Below are two mini cases of specific businesses. For each of these businesses, answer the following questions:

Which social media platform would be most effective for this business? Explain why you believe this social media platform would be effective.
Provide two specific suggestions of how the company could utilize the social media platform.
For each suggestion, indicate whether it is an example of paid media, earned media, or owned media.

Mini cases

Charlie Ruthi is a marketing major at a local college. She has been hired by Rizzutos Pizzeria. Rizzutos is in a small college town and students are its primary target market. Rizzutos does not currently utilize any social media and Charlie has been brought in as a part-time employee to build up an appropriate social media presence.

Gray-Away Shampoo and Gray-Away Conditioner restore natural hair color (that is, removes the gray that typically comes with age) after 2-3 weeks of regular use. The primary target market is male and female baby boomers and senior citizens who are seeking a more youthful appearance by getting rid of their gray hair. Gray-Away works on any color hair and gradually turns the gray to the users natural hair color. Shawna Tagge, a marketing major, has been hired as a marketing intern. Her new boss has asked her to get Gray-Away a social media presence. No further guidance was given to Shawna.