Select one of the case studies at the end of Chapters 3 and 4 of the textbook and answer the questions at the end of it. Submit an essay of not more than 3 pages of content in a simple APA style document before the end of Sunday.
ch 3 case studies :
A) You have been hired as a consultant by your local town newspaper, theMidland Clarion.Midland is a small town of about 10,000 residents. TheClarionhas seen its paid subscrip-tion list decline steadily over the past 10 years, but the number of visitors to the newspa-per’s Web site, which currently includes all of the stories that run in the paper, has steadilyincreased over the same time period. TheClarion’spublisher is considering charging anannual subscription fee for access to the editorials and columns on the Web site. Under thisplan, theClarion’sclassified and display advertising, along with short summaries of topnews stories, would continue to be available at no cost. Prepare a report of about 100words in which you assess the risks of switching to this advertising-subscription mixed rev-enue model for theClarion. You may also include a discussion of other revenue modelsthat might work for the newspaper.
B) High-end jewelry retailers such asCartier,Harry Winston, andTiffanyoften use Adobe’sFlash software to create their Web sites. In about 200 words, present three arguments forand three arguments against the use of Flash animations in sites such as these. Considerthe retailers’objectives, the characteristics of the products being sold, and the type of cus-tomers who visit these sites.
C) Some industry analysts believe that the online encyclopediaWikipediawas largely responsi-ble for the struggles that theBritannicaWeb site experienced as it was experimenting with dif-ferent revenue models. Others believe that the difficulties Britannica faced were a result of itstransition from being a print publisher to an online resource. Using what you learned in thischapter and your favorite search engine, write about 100 words in which you outline what youbelieve the impact of Wikipedia was on Britannica’s revenue model transitions.
ch 4 case study:
6. You are the new marketing manager for theMidland Daily Courier, a weekly newspaperthat publishes local news, high school sports results, and feature stories about local busi-nesses and political issues. The paper also publishes several regular columns written bylocal experts on gardening, home repair, and crafts. Like many small weeklies, theCourierhas seen its subscriber base shrink gradually over the past 10 years. The newspaper has aWeb site on which it posts all of the display ads that run in the print edition, its free classi-fied ads, and all of the news content from the print edition. Your job is to work with thepublisher and the editorial staff to revive interest in the paper and devise marketing plansthat will either increase subscriptions directly or generate increased interest and awarenessof the newspaper’s value to potential subscribers. In about 400 words, provide a viral mar-keting plan that uses blogs and social media tools to generate interest in theCourier.Bespecific about how you would promote each element of the newspaper’s offerings, includingwhich tool you would use for which element.
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