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Terms in this set (48)
If the 80s was the decade of conspicuous consumption, the 90s was the decade of conspicuous ___
Discuss the philosophical and psychological theories of why we are conspicuously compassionate
1. Our judgement is impaired by the blurring of fiction and reality. Is it our capacity to feel authentic emotions dying?
2. We display empathy and sympathy because we want to be loved ourself. We've become a society of disenchanted, lonely individuals looking to bond
Tim Berner-Lee created what in 1991
World wide web and the first website
What role did Mosaic play in 1993?
Web browser, helped us navigate the web
First coding language
First banner ad bought by
pay per click
First mover advantage
To be the first company to occupy a specific market segment and to drive an entire product or service category
Dot Come bubble of 90s
Many sites had ill conceived business plans and a bad understanding of how consumers used the internet
2 companies that failed from dot com bubble
Before the Internet, branding advertising that stressed a brand's position in the marketplace and differentiated it from the competition was thought to be most effective long-term. Online advertising gravitated toward a different model that called for immediate, measurable response. What is this model called?
When Apple introduced the Powerbook it broke away from depicting the typical white, urban family lifestyle to appeal to other specific audience ____________.
The focus of smartphones is now on the _____________.
interface and applications
Mobile technology adds even more fragments to already fragmented ________
phone, tablet, pc/laptop, tv
5 types of mobile apps
2. hybrid (web)
3. hybrid( mixed)
A mobile app's content should be appropriate to the ___________ and the __________.
new role for traditional media in the digital age
drive consumers online to learn more about the brands
why did Color fail
Color was a photo-sharing app that searched other nearby smartphones for the app and automatically shared photos,
videos and messages with them.
people didn't want to share their images with strangers
One year after the original iPhone was released the App Store opened. One day later, iPhone 3G, with new App Store software support was launched, forcing consumers to buy the new iPhone. This is a classic example of the marketing strategy Apple any many other manufacturers have used for years to increase consumption. What is this strategy called?
What two basic assumptions about mobile apps does business make that drive the mobile app craze?
1. you won't succeed without one. at minimum your marketing plan will be incomplete
2. everyone with a smartphone is desperate for more apps and the market is wide open for new entrants
mobile app culture was built on the premise that apps are ____
The ability to make money from mobile apps through various methods such as paid apps, and in-app purchases is called _______________.
four basic buying influences
perception, needs, beliefs, lifestyle
In order for a message to avoid becoming a nuisance to the viwer, the message must fit the ______________.
Nestly reacted harshly to criticism from its consumers and was forced to apologize for its behavior online (using palm oil)
Nestle and Old Spice are great case studies in two issues that are of vital importance to the success of social media use. What are these issues?
transparency and authenticity
how much information you share
the truth or your words and actions
Web sites are now considered 'long form'. They are page length containers of content. How does Facebook differ from a web site in the way it delivers content?
moving us towards fragments of content (iFrame)
As demonstrated by companies such as Coca Cola, one of the most effective tools of engagement for both web sites and social media is _____________.
coke's Facebook page
allows its fans to determine content
Why is paid Facebook advertising (the right column) a controversial tool with regard to its effectiveness?
its content is often ignored by users
Advertisers who choose to keep their social media development in-house might encounter problems. Why?
typically they are not adept at creating personal, creative engagement. agencies have difficulty profiting from Facebook development
A combination of two forces have have changed the advertising industry. What are they?
the economy and new media
Discuss how advertising agencies have responded to these forces.
1.evolving within the complete dominance of digital media
2.fully integrating all media options (strong consiumer insight with a meaningful message supported by a compelling narrative expressed in different ways are crucial to integration)
3.sponsoring and branding content, exploring other sources of revenue, and creating intellectual property
generation c definition
psychographic measurement based on lifestyle
activities that are characteristic of Gen c (four words)
connection, community, creation, curation
The creation of a visual language is significant to media integration but is is only one component. Nike's recent campaign Find Your Greatness is a fine example of the other components crucial to integration. What are these components?
Consumer insight (greateness is not reserved for elite athletes), message (greatness is something we can all aspire to in our own way), narrative (find your greatness)
"The true power of the 'four screens' actually lies in the hands of users." To what power does this statement refer?
The power to opt out of advertising messages has prompted brands and advertisers to devise alternative ways to get their messages through to viewers, including sponsored and branded content
"Sponsored content and branded content are solutions [to this power] but they are not innovations." What is meant by this statement?
they were both created for radio and television
Dove's Real Beauty Sketches campaign and Chipotle's Scarecrow campaign two classic sdtudies of branded content that is consistent with a brand's ______________.
based on beliefs and values that the brand holds important. stories told by adventurers who have had long and special relationships with pategonia gear
produced stories native to the vine platform
Agencies have traditionally done 'work for hire' but this is changing, and now both brands and agencies are creating their own _____________________.
Why are brands increasingly attracted to making documentaries?
They're looking for new ways to engage their fans, customers and audeicnes, and to futher their own business and the social causes that complement their brands
When marketers create a rich brand experience using a number of traditional and digital advertising media, public relations vehicles, and promotional tools, this is referred to as ___________________________.
Sets with similar terms
Advertising in the Digital Age Final
Advertising in the Digital Age
Advertising Final Exam
MKT 300 Chapter 13
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