1. What does it mean for a company to have a competitive advantage?

2. What power has social media granted companies that they had never had before?

3. What are the advantages of email marketing over traditional print advertisements?

4. What did the Sports England campaign, discussed in this unit, illustrate to marketers about the female demographic?

5. How does pay-per-click advertising work?

1. What does it mean for a company to have a competitive advantage? Competitive advantage is when a company has superiority to another company in terms of business position. With this superiority, they are able to create more profit on their goods.

2. What power has social media granted companies that they had never had before? Social media has allowed companies to reach their audience at a quicker and easier rate due to the ability to reach them on multiple platforms at the same time. They are also able to track what people like based on their selections on social media and provide advertisements in their feeds. Social media has opened up ways for companies to reach their audience and develop new audiences from their ability to connect in many ways.

3. What are the advantages of email marketing over traditional print advertisements? Email marketing allows their message to go directly into someones inbox. This saves time and money because they can type one email, hit send and it go to all of their addresses. There is no time spent in labeling print advertisements to send off or the money and time in disbursement it takes.

4. What did the Sports England campaign, discussed in this unit, illustrate to marketers about the female demographic? (N/A)

5. How does pay-per-click advertising work? Pay-per-click or cost-per-click is an advertising model used to direct traffic to websites on the internet. If there is a click from a customer or potential customer, then the person wanting the advertisement up pays the person who published their advertisement.

A competitive advantage is a market variable that gives a company or product an advantage over competitors in the same market space. Market variables can include product features, brand power or market position. Social media allows companies to communicate directly with customers.