Comparing Social and Traditional Media for FIFA World Cup Promotion

This report analyzes the use of social and traditional media in the promotion of the FIFA World Cup. It begins with an introduction emphasizing the significance of media in promotional activities, especially for major events like the FIFA World Cup. The main body compares and contrasts social and traditional media, detailing their respective advantages and disadvantages in the context of the FIFA World Cup. Social media's benefits include wide reach and customer interaction, while its drawbacks include data security concerns. Traditional media offers simplicity and local coverage but lacks immediate feedback. The report highlights the differences between the two media types in terms of cost, content, language, and communication style, concluding that while both are effective, social media is currently more advantageous due to its extensive reach and engagement with younger audiences. The report is based on the references from books, journals and online sources. The report concludes that social media is a better option for promoting the FIFA World Cup because of its wider reach and better brand image.

Report

Table of Contents
INTRODUCTION...........................................................................................................................3
Main Body.......................................................................................................................................3
1. Comparing and contrasting between social media and traditional media in the context of
FIFA world cup...........................................................................................................................3
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Social and traditional media plays a significant role in the promotional activities. The
report is based on the used of different types of media and which one of them are useful in order
to let people know about the events occur in a country. The report deals with the FIFA World
cup events and presents that which media is the best suitable for its promotions.
Main Body
1. Comparing and contrasting between social media and traditional media in the context of FIFA
world cup
FIFA world cup are international football tournament that are organized from so many
years. It has two different phases one is qualification face and another is final phase. Under
qualification phase team are currently takes place from last three years while in the final phase
teams are qualifying for the finals. It is one of the best sporting event that watched by millions of
people now a days (Walker, 2017). The FIFA world cup are generally happens within a interval
of four years and the qualifying team are awarded in front of audience. But before, organizing
the events it is necessary to do its promotions which are generally done by two different methods
one is social media and another is traditional media. These are describe below in details:
Social Media: currently, this promotional activities are mostly used by different
organization because more than half of the population are based upon this media i.e. social
media. Social media marketing is the use of digital marketing in order to promote the products or
services. It is a simplest and easy way of internet marketing that utilizes social networking
websites (Gamboa and et.al., 2017). The basic key components of social media are internet,
social websites, tweeter, Facebook and many more. In the context of FIFA world cup, the
organization also used social media strategy because it will help to take feedback from the
customers by writing the comments. Using social media, an organization give customers an
opportunities that they even can write the comments and ask different question related to their
issues. But it is the duty of an organization to reply them and satisfy them.
The main aim of using social media is to increases the sales and creates brand awareness.
For FIFA World cup, it is necessary to use social media promotional activities because it has
been analyzed that around 80 percent people uses social media and in order to reach with those
customers it is necessary to use some promotional activities and among all social media is

considered the best activity to reach wide number of customers. There are some advantages of
using social media as a promotional activity which are mention below:
 the biggest advantage of using social media is to connectivity. It helps to creates good
connection between different people who belongs to different region, caste, or age.
 Using social media as a promotional tool will help to share lots of issues whether they are
related to money term or relate with the suggestion (Milian and Quirke, 2017).
 It provides the best and latest updates of the information which no other media will
provide.
 Help to reach wide number of people.
There are some disadvantages of using this promotional tool such as:
 using social sites, there is a chances of leaking personal data that are hacked and in future
there may be financial losses as well as personal loss.
 Social media is mostly helpful in creating brand image but on the same time if another
person will create some false story, then there is a chances of ruin the brand image in a
market.
 One of the biggest issue related to social media is having cheating and relationship issues
(Kuang and et.al., 2017).
 It has been analyses that overuse of social media by a person can lead to death which is
the biggest disadvantage and it is expensive to implement those into an organization.
Traditional Media: another promotional tool can be used is traditional method. In order
to promote the events of FIFA world cup, traditional media also can be used. It is a process,
which help to deliver the message to mass audience. But recently it is not used by the companies
because internet and new media replace the old traditional method and as a result people
generally did not use this promotional tool. Direct mail, newspaper, radio, broadcast,
telemarketing are comes under the traditional marketing (Haenel, Loibl and Wang, 2018). To
promote the international events such as FIFA World Cup, can use direct mail because it is not
expensive and easily done by anyone. Traditional method of media generally creates positive
impact on the society specially in middle age group people but is avoid by youngsters because
they are based on social networking sites only. This method also used to invite some special

guest to that events. There are many advantages of using traditional method for promoting FIFA
world cup some of them are as follows:
 this method is one of the simplest and easiest way to implements.
 This is quite inexpensive as compared to other form of promotional media.
 Using face to face traditional method, people have chances to interact with different types
of people that helps in well communications (Vandevijvere, Aitken and Swinburn, 2018).
 Using traditional method of promotion, the event of FIFA World cup will not reach to
many peoples but can reach to special peoples.
 By using radio advertising, the message of events directly convey to the large people and
it mainly target to local audience only.
 Using traditional way of media, it cover high local coverage of people with immediate
delivery of the message.
 Another type of traditional method is direct mailing, which creates flexibility and life
long span.
There are some disadvantages also of using traditional media in order to promote the
event of FIFA world cup and this are mention below:
 one of the biggest disadvantage of using traditional method is that it will not give
immediate response to the organization that is why people generally did not use this
method (Nadda, Dadwal and Rahimi, 2017).
 Lack of community is another disadvantage of traditional promotional method. Generally
people did not share a community with brands and as a result they did not care about the
promotions of different events.
 This method is not suitable for the mass audience as it generally used for short term
events not for brand programs.
 Using the traditional promotional method, it not settle for the life long as it immediately
expires after some particular time while in other methods it will not done.
There is a big difference between social and traditional media which are discuss below:
Basis of difference Social media Traditional media
Base Social media is completely based
upon new technologies and social
networking.
Traditional media of marketing is
based upon old marketing which
are television, radio, pemplates,

newspaper, brochures etc.
Cost Quite expensive and time
consuming
Affordable to all types of
organizations and takes a lot of
time to design.
Content Design by using brand content Design by using professional
content.
Language Use informal language Use formal language
Type of system Open system which means that can
be read by anyone (Difference
between social and tradition
method, 2018) .
Opaque system which means that
can be read by those person who
receive this message.
Feedback Take feedback from the people
and take actions in order to correct
those.
Did not take any feedback and
uses old form of tradition in order
to convey the message.
Communication Two way system One way system.
Impact on society Creates good as well as bad impact
on society.
Creates good impact on society.
Mode Generally use internet and latest
technologies.
Uses old form such as radio,
newspaper and did not use latest
technologies (Walker, 2017).
It has been analyses that both social as well as traditional media are best media to
promote the international event such as the FIFA World Cup. But in present scenario, it has been
examined that more than 80 percent of the population are based upon social networking sites so
it is necessary to use this promotional activity in order to promote it to mass number of audience.
On the other side, both social as well as traditional media have their benefits and limitations.
Today's generation is based upon latest technologies and to grow with the market it is necessary
to use advance IT system into a business in order to promote a new product or service to large
number of people (Gamboa and et.al., 2017). So among all, social media is used as an effective

tool for promoting the FIFA World Cup because it reaches to youngsters which creates a brand
image and on the other side it will help in time consuming as well as in the terms to maximizes
profit.
CONCLUSION
By summing up above report it has been concluded that different promotional activities
plays an important role in promoting different services and products. In order to promote the
international events such as The FIFA World Cup, uses social media as an effective promotional
tool which help to reach wide number of peoples and it also creates good impact on the societies
too.

REFERENCES
Books and Journals
Gamboa, T. and et.al., 2017. Claims and promotional strategies declared on front-of-pack
processed and ultra-processed products related with children and adolescent obesity in
Costa Rica. The FASEB Journal, 31(1_supplement), pp.lb440-lb440.
Haenel, T., Loibl, W. and Wang, H., 2018. Technology-Enabled Experiential Marketing:
Promotional Strategies Towards New Service Opportunities. In Smart Technologies:
Breakthroughs in Research and Practice(pp. 202-221). IGI Global.
Kuang, K. and et.al., 2017. Effective Promotional Strategies Selection in Social Media: A Data-
Driven Approach. IEEE Transactions on Big Data.
Milian, R. P. and Quirke, L., 2017. Crafting legitimate identities: Promotional strategies in the
Ontario non-elite private school sector. Educational Studies, 53(4), pp.342-358.
Nadda, V., Dadwal, S. and Rahimi, R. eds., 2017. Promotional Strategies and New Service
Opportunities in Emerging Economies. IGI Global.
Vandevijvere, S., Aitken, C. and Swinburn, B., 2018. Volume, nature and potential impact of
advertisements on Facebook and YouTube by food brands popular in New Zealand. NZ
Med J. 131(1473). pp.14-24.
Walker, J., 2017. Reliability, quality, and a reputation for great entertainment: the promotional
strategies of Britain’s early video distributors, beyond the video nasties. Post Script:
Essays in Film and the Humanities. 35(3). pp.33-47.
Online
Difference between social and tradition method. 2018. [Online] Available
through:<https://www.hausmanmarketingletter.com/16-differences-between-social-media-
and-traditional-media/>