.3 The role of viral marketing
4.3.1 Channels of film propaganda Figure 4.4 where have you seen films’ propaganda
It is similar with the investigation of people’s habits of getting information on movies (Fig 4.2). In this sample, there is a significant over half of the respondents always (option ‘5’) see film’s publicity in social media (58.55%) (Fig 4.4). On the other hand, there is less than one-fourth respondents ‘Rarely’ (‘2’) or ‘Never’ (‘1’) notice some propaganda of films on social media.
It can also be seen from the bar chart that two traditional media (TV and Journal) accounted for only 13.51% and 3.77%, which are the lowest two among these marketing strategies. Also, the proportion of the option TV and journals is highest in …show more content…
In this study, Shao et al (2016) says that compared with the traditional way of publicity, viral marketing like micro-film has the advantage of convenience, that varies kinds of social platforms can watch and share, especially suitable for viewing on mobile or short-term leisure; it also has interactive that can instantly watch and share, even can participate in the discussion of a movie. Therefore, viral marketing is suitable for people who pursue the spiritual freedom and interactive experience as its covenant-lite, wide participation and interaction, and some strategies like plot implant advertising play the role of viral marketing. On the contrary, TV is limited by the technology, which has low interactive with the media and the audience, so there is a certain mandatory to let the audience watch TV ads because the audience watching the advertisements and accept the information from advertising in a passive …show more content…
But it could also bring some negative effects if use improperly. The film’s quality perhaps is a non-negligible part. As Kietzmann et al. (2011), in the theory of 4Cs, the product price is not determined by the enterprise but is determined by the consumer. But the cost is not only referred to the customer’s willingness to pay but the customer’s delivered value, which is the gap between total customer value and cost. For film marketing, the key to let consumers feel value for money is to improve the quality of films. So in viral marketing, propaganda could not pay more focus than the film’s creation itself. If the marketing excessive, but the film rough, it would make movie fans’ expectations change into despair and may lead to the audience reverse
4.3.1 Channels of film propaganda Figure 4.4 where have you seen films’ propaganda
It is similar with the investigation of people’s habits of getting information on movies (Fig 4.2). In this sample, there is a significant over half of the respondents always (option ‘5’) see film’s publicity in social media (58.55%) (Fig 4.4). On the other hand, there is less than one-fourth respondents ‘Rarely’ (‘2’) or ‘Never’ (‘1’) notice some propaganda of films on social media.
It can also be seen from the bar chart that two traditional media (TV and Journal) accounted for only 13.51% and 3.77%, which are the lowest two among these marketing strategies. Also, the proportion of the option TV and journals is highest in …show more content…
In this study, Shao et al (2016) says that compared with the traditional way of publicity, viral marketing like micro-film has the advantage of convenience, that varies kinds of social platforms can watch and share, especially suitable for viewing on mobile or short-term leisure; it also has interactive that can instantly watch and share, even can participate in the discussion of a movie. Therefore, viral marketing is suitable for people who pursue the spiritual freedom and interactive experience as its covenant-lite, wide participation and interaction, and some strategies like plot implant advertising play the role of viral marketing. On the contrary, TV is limited by the technology, which has low interactive with the media and the audience, so there is a certain mandatory to let the audience watch TV ads because the audience watching the advertisements and accept the information from advertising in a passive …show more content…
But it could also bring some negative effects if use improperly. The film’s quality perhaps is a non-negligible part. As Kietzmann et al. (2011), in the theory of 4Cs, the product price is not determined by the enterprise but is determined by the consumer. But the cost is not only referred to the customer’s willingness to pay but the customer’s delivered value, which is the gap between total customer value and cost. For film marketing, the key to let consumers feel value for money is to improve the quality of films. So in viral marketing, propaganda could not pay more focus than the film’s creation itself. If the marketing excessive, but the film rough, it would make movie fans’ expectations change into despair and may lead to the audience reverse