Discussion #1

Digital international is a fictitious company

• For the television and radio marketing campaign:

o What is one metric that Digital international can use to measure the success of this marketing campaign?

o Create one control method for this marketing campaign and identify it as feed forward, concurrent, or feedback.

• For the online marketing campaign:

o What is one metric that Digital international can use to measure the success of this marketing campaign?

o Create one control method for this marketing campaign and identify it as feed forward, concurrent, or feedback.

Discussion #2

One of the important benefits of social media such as Facebook and Twitter is that they allow marketers to easily learn what consumers are saying about their brand - and about the competition. To better understand that process, you can go out to Twitter and conduct a little detective work to see what consumers are saying about a brand.

• This week for your discussion, select a product type and particular brand of that product to study - it can be in any product category you choose.

• Go to Twitter.com. Search for your selected brand and see what is revealed. After you have reviewed the results, provide a summary of the following information:

o The number of tweets that are positive
o The major aspects of the brand that people think are positive
o The number of tweets that are negative
o The major aspects of your brand that people think are negative
o The number of tweets that ask questions.