How does a marketer determine which connectors from a firm's master connector list should be used during an MPR campaign? Illustrate your answer with an example

Question

What will be an ideal response?

Answer 1

A marketer is unlikely to use all available connectors for any one campaign, so he or she has to pare down the master connector list to just the connectors who will reach the right final audience with the intended impact for this particular campaign. The marketer does this by evaluating the ultimate audience, determining the connectors to which that audience is exposed, and then finding the connectors who will deliver the message in the desired way. For example, a marketer might recognize that both a respected business magazine and a popular blog reach the right consumer segment for an upcoming campaign to launch a new product. While both touch the same people, the marketer also needs to consider the difference in impact between the two media. He or she may see the magazine as having a high level of credibility with the audience, but it may take days, weeks, or even months to cover the topic. The blog, on the other hand, may be able to publish a story within a day, but it lacks the perception of authority held by a long-established traditional media outlet. A marketer needs to recognize the differences between connectors and must consider both reach and impact when determining which connectors to use for a particular campaign