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Advertising Final Exam
Terms in this set (58)
What is Marketing?
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
What is Advertising?
The placement of announcements and persuasive messages in time or space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform and/ or persuade members of a particular target market or audience about their products, services, organizations, or ideas.
What is Public Relations?
That form of communication management that seeks to make use of publicity and other nonpaid forms of promotion and information to influence the feelings, opinions, or beliefs about the company, its products or services, or about the value of the product or service or the activities of the organization to buyers, prospects, or other stakeholders.
What is the goal of Integrated Marketing Communications?
Consistent brand message across all areas.
Communication objective for advertising
promote awareness, understanding, conviction, desire, action
Communication objective for Public Relations
announce news, improve likeability
Transactional Marketing vs. Relational Marketing
Transactional Marketing has a focus on sales while Relational Marketing has a focus on customer retention.
What are stakeholder relationships?
All people who have an interest in a brand
What is the importance of managing relationships with stakeholders?
Cost of lost customers
Cost of acquiring new customers
Value of loyal customers
IMC Strategic Planning
Goal of IMC strategic planning
Lead to long-term brand relationships
IMC as a third type of marketing plan
Begins with the customer and works backward
Determine customer behavior
How to determine customer behavior
data should revolve around customer demographics, psychographics, purchase
data, attitudes, etc.
What can a customer database be used for?
Measure customers' purchase behaviors
Measure the impact of various advertising and marketing communications activities and determine their value in influencing the actual purchase
Capture and evaluate this information over time
Public Relations activities
Publicity and Press Agentry.
Types of Sponsorships
Sports Marketing: #1 form of sponsorship
Entertainment: concerts, attractions, and theme parks
Causes: Internet literacy for seniors
Arts: Museums/ Exhibits
Festivals, Fairs, Annual Events
Venue Marketing: Jones AT&T Stadium
Benefits of Sponsorships
Allows for involvement with Stakeholders
Face-to-face access with customers
Fan loyalty into sales
Disadvantages of Sponsorships
not much of a way to evaluate effectiveness
What is he objective of personal selling?
To stimulate purchasing behavior.
What is the "foot in the door" approach to personal selling?
"Lowball"-Most people will refuse an offering of an unattractive detail. However, if the unattractive detail is introduced after the deal is made, considerable amount of people refuse the deal.
What is the "Door in the face" approach to personal selling?
Making a large request that is rejected followed by a smaller request.
What is the "Foot in mouth" approach to personal selling?
Inducing a positive self-report that enhances compliance with subsequent requests.
What is a "Lowball" approach to personal selling?
Most people will refuse an offering of an unattractive detail. However, if the unattractive detail is introduced after the deal is made, considerable amount of people refuse the deal.
What is the "Bait and Switch" approach to personal selling?
An item is offered and at the last minute it is unavailable.
What is a centralized network?
How media content was traditionally delivered. A hub, such as a TV station, a newspaper publisher, or cable company distributes content to many receivers.
What is a distributed network?
Characterized by many different hubs and links, which allows continuous communication even if some connections stop working.
Internet Advertising Types
Websites, microsites, landing pages
Banners and buttons
User Generated Content
Pros of internet advertising
Time spent on a portal.
Designed for interest.
Portals are customizable.
Tailored to the users specific interests.
Cons of internet advertising
Impressions are based on individuals staying on the portal.
How are "portals" used in internet advertising?
Web pages that provide starting points or gateways to other resources on the internet. Is made to provide content and services that keep people on the portal.
How are "Search Engines" used in internet advertising?
Websites that are devoted to finding and retrieving requested information from the Web.
How is "Social Media" used in internet advertising?
Any form of online publication or presence that allows end users to engage in multi-directional conversations in or around the content on the website.
User Generated Content.
How is "Websites, micro sites, landing pages" used in internet advertising?
often used for viral marketing
"landing pages" are destinations where people are likely to land.
Direct links appear on search page directing users deeper into the site
How are "Banners and buttons" used in internet advertising?
Banners: Online billboards spread across top, side, or bottom of page
Buttons: Smaller than banners, look like icons
Pop-ups (aka splash pages): Pop up on screen momentarily while site is loading
How are "mobile devices" used in internet advertising?
Portable and personally identifiable medium
Banner and text ads
Limited by space but not by creative options
Must be engaging and interactive
How is "mobile technology" used in internet advertising?
Is the only true portable personally identifiable medium.
Many consumers who see an ad on a mobile device will buy it right away.
2 types of this type of advertising?
Banner ads on mobile sites and applications.
SMS (short message service) ads.
examples of user generated content
Youtube stars like PewDiePie, Smosh, & fine brothers entertainment.
How do content producers make money online?
Keyword purchase (individually or package)
Affiliate marketing program (% of transaction cost)
Prices can increase for behavioral and demographic targeting.
How do advertisers track online behavior
3 questions are asked:
How do people access the web?
How people use the internet?
Who is using the internet?
What should advertisers be measuring?
Channel Specific Traffic
Direct- visited your site directly.
Referrals- external links from other sites.
Organic- visitors who found you from a search.
Social- visitors who found you through social media.
What should advertisers be measuring? continued
Bounce Rate- the percentage of visitors who leave your website before further exploring your website.
Conversions- getting someone to do something on the site (eg. fill in a form, buy something, etc.)
Lead to close ratio- total number of sales/total number of leads.
Customer retention rate- percentage of customers who come back or keep buying your online service.
Customer Value- is a measurement of all the sales the average customer would initiate over the course of your relationship.
Cost per lead- average monthly cost per lead compared to the
total number of leads generated.
Why track online behavior?
Concentration of usage.
Can give us insight into how consumers make purchase decisions.
Provides insight into how to place advertisements to be the most effective.
Problems With Digital/Interactive As An Advertising Medium.
Not a mass medium, in the traditional sense.
Some advertisers may find it too complex, cumbersome, cluttered,
and not worth the time and effort.
Not controlled by a single entity.
Online spaces can be used for complaints.
Which company had a contest with a prize of $1,000,000 to make an algorithm to predict their viewers searches?
What % of the web is the "deep web"?
Which of the selling techniques was illegal?
Bait and Switch
what % of the web traffic goes through Google everyday?
What % does Netflix make up of primetime viewer watch on the internet?
Advantages of using Tv advertising
Its the largest mass media
The sight, sound, and motion generates awareness and attentiveness.
Viewers rate TV as most authoritative, influential, and persuasive medium
What type of television can users view with the use of only an antenna?
Broadcast TV. (ABC, NBC, CBS, Fox, CW)
Advantages of Cable TV
Disadvantages of Cable TV
Types of Television Advertising
Sponsor a program
Participate in a program
Spot announcements between programs
Spots from syndicators (re-runs)
What is Syndication?
Sale of the rights to TV and radio programs without necessarily going through the
originally aired network.
This is schedules my independent affiliates
Types of radio advertising
Spot or local radio
internet radio (spotify/pandora)
What 6 companies hold 90% of media in America?
Comcast, Newscorp, Disney, Viacom, Time Warner, CBS
What is the purpose of media?
Localism- populist value, belief that control of important institutions should be spread out as much as possible so that many people share the power, fear of narrower of voices heard.
Efficiency- as fewer and fewer people control more and more of the media, the media becomes a more efficient operation with a strong centralized system.
Who monitors the media and media ownership?
Federal Communications Commission (FCC) - regulates the market, but broadcasters put a great deal of pressure on the federal government to deregulate.
What are Direct Marketing Activities?
An interactive process of addressable communication that uses one or more advertising media to effect, at any location, a measureable sale, lead, retail purchase, or charitable donation, with this activity analyzed on a database for the development of ongoing mutually beneficial relationships between marketers and customers, prospects, and donors.
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