E-marketing test 4

Branding as Product Benefit

A brand includes a name, symbol, or other identifying information - When a firm registers the information with the U.S. Patent Office, it becomes a trademark and is legally protected A brand represents a promise or value proposition to its customers - Delivering on this promise builds trust, lowers risk, and helps customers by reducing stress of making product switching decisions A brand is all of the following: - A promise to customers - Beliefs in the market's mind about what the brand delivers - Innovation to the product that continues to improve on the brand promise - The sum of all customer touch point experiences - A relationship between buyer and brand

5 Levels of Brand Relationship

(highest to lowest intensity) 1. advocacy: tell others about brand 2. community: communicate w/ each other 3. connection: communicate w/ company between purchases 4. identity: display brand proudly 5. awareness: is on list of possibilities

*Chapter 13*

*Chapter 13*

*Chapter 14*

*Chapter 14*

*Chapter 9*

*Chapter 9*

Social Media Friendly Press Release

*look at diagram*

Marketing Mix and CRM Strategies

*see diagram*

Paid Media

-can engage target markets and move them to owned media and social media conversation (earned media) "paid media" and "advertising" used interchangeably

Global Brands as of 2011 vs 2015 (http://interbrand.com/best-brands/best-global-brands/2015/ranking/)

1. Coca-Cola (71.9 mil) 2. IBM 3. Microsoft 4. Google 5. General Electric 6. Mcdonalds 7. Intel 8. Apple 9. Disney 10. Hewlett Packard

10 Common Reasons to Fail to Convert Facebook Fans into Customers

1. Failure to Get Past the First Step (try to engage visitors immediately) 2. Poor Text and Visuals (must be relevant to brand and visitors) 3. Stagnant Page Content (use consistent fresh content) 4. Inconsistent or Sloppy Branding (Facebook page and Web site with consistent brand elements) 5. Confused Calls-to-Action (make clear offers on Facebook) 6. Too Many Clicks (create only a few clicks to target content) 7. Mystery Visitors (compile Facebook user profiles) 8. Preconceived Notions (use Facebook-specific campaigns) 9. Ineffective Plugin Use (integrate "like" buttons, recommendations, and comment boxes well) 10. Sticking to Stand-alone Metrics (integrate Facebook with other shopping stats)

Internet Advertising Trends

16% of internet users click on ads today 8% of users account for 85% of all clicks most trusted digital media: web sites, opt-in emails, coupons and recommendations from peers/contacts

Paid Media Format

22% of all online ad revenue is for display ads ~anything goes~ proportion of advertising dollars by format: -43% Search -22% display banners -7% classifieds

Role of Internet Domain Names for Online Marketing

A URL (Uniform Resource Locator) is a Web site address - Also called IP address and domain name - http:// indicates that the browser should expect data using the hypertext protocol - The top-level may be .com or a country name, such as .mx for Mexico and .uk for the United Kingdom largest top-level domain names: -net (networks) -com (commercial) -jp (japan) -it (italy) -de (germany)

The best paid media performance metrics closely match the campaign's objectives. a. True b. False

A. True

When viewed as a direct-response medium, display ads are relatively ineffective. a. True b. False

A. True

Paid Media on Twitter and Linkedin

Advertisers can target twitter users by 350 narrow interests Advertisers can use LinkedIn Direct Ads to target by: • Job title and function • Industry or company size • Seniority or age • LinkedIn Group membership

The terms paid media and advertising should not be used interchangeably because they are not the same thing. a. True b. False

B. False

Brand Equity Online

Brand Equity is the intangible value of a brand, measured in dollars A great brand taps into popular culture and touches consumers Exhibit 9.3 displays rankings for come of the top brands

Creating Customer Values Online

Customer Value = Benefits - Costs Product decisions must be made that deliver benefits to customers • - Attributes • - Branding • - Support Services • - Labeling • - Packaging

________ is a reflection of the power shift to buyers from sellers

Customer co-design

Earned Media

Earned Media is like physical word-of-mouth on steroids: a social megaphone - can be initiated by the company through branded content, news sites, and press releases - companies have little to no control over User Generated Content (UGC)

User Engagement Levels

Engagement occurs among and between the company and internet users, who are actively discussing the brand consume, connect, collect, create, collaborate

Brand Relationship and Social Media

Forrester Research identified 3 roles for social media in branding: - Build trust - Differentiate the brand the brand - Nurture consumers to build brand loyalty

Social Media Advertising

Four main objectives for paid branded content on social media sites: • Build brand awareness 17% • Engage existing customers 13% • Increase size of community 12% • Drive traffic to an online destination 12% Social Networks have three unique aspects: - Personal Profile - Social data graph - Interpersonal interaction data

Creating Brands for Internet Marketing

Good brand names should: - Suggest something about the product - Differentiate the product from competitors - Be suitable for legal protection On the internet, a good brand name should be short, memorable, easy to spell, and translate well into other languages

Earned Media Performance Metrics

In addition to metrics such as number of likes and shares on company-owned channels, there are a number of metrics that can be applied to earned media - General earned media metrics: number of users who interact with an application, time spent viewing a video, social media fan growth, etc - Actions taken by users: Number of downloads of a white paper, ring tones, number of games played, poll voted, etc - Conversations on blogs and elsewhere: Tweets/retweets, positive/negative comments, etc.

Customer Co-design and Crowdsourcing

Internet technology allows collaboration to occur electronically among consumers and across international borders Software developers often seek customers input about new products - They often allow users to download beta version products, test them, and provide feedback Good marketers look for customers feedback to improve products - Some set up sites to gather customer ideas and input: mystarbucksidea.com

Metrics for Effective and Efficient Media

It is difficult to generalize about the most effective media because it varies widely based on many factors Efficiency is easier to determine by using 3 important metrics: - CPM (cost per thousand impressions) - (ads cost/audience size)1,000 - CPA (cost per action) - social actions - CPC (cost per click) - performance based payment

Labeling as Product Benefit

Labeling has digital equivalents in the online world - Online labels provide information about product usage and features - Online labels also provide extensive legal information about the software product Online firms may add the Better Business Bureau logo or TRUSTe privacy shield

New Product Strategies

Many new products, such as YouTube, Yahoo!, and Twitter, were introduced by "one-pony" firms built around the company's first successful product Other firms have added internet products to an already successful product mix Product mix strategies can help marketers integrate offline and online

Paid Media in Online Video

Marketers can place ads before, during or after videos on sites such as YouTube and Vimeo • In-stream videos are 15-30 seconds and can be pre-roll, mid-roll and video takeovers • Interactive banners and buttons • Branded player skins • In-text video ads In October 2012 there were nearly 11 billion streaming video ads

According to the text, the most important customer benefit that the internet can provide is the capability for _____

Mass Customization

Mobile Advertising

Mobile advertising formats available to marketers include: • Paid search - buy keywords • Display ads • Full screen takeovers • Messaging • Location-based ad • Video • Voice • Apps Several issues affect the future of mobile ads • Wireless bandwidth is currently small which affects downloads • Limited ad-size due to smaller scree • Advertising tracking requires different techniques • Many mobile users are opposed to paying for ad time Despite the issues, content-sponsored ads on mobile device are likely to increase in the future

Paid Search

Paid search occurs when an advertising pays a search engine a fee: - to display its ad when users type in related keywords - for directory submission - for inclusion in a search engine index

Various Techniques for Engaging Users

Successful viral marketing programs involve appealing content that has a high chance of spreading - Few companies can create content that goes viral, although Old Spice is credited with the fastest-growing online viral video campaign - Viral blogging via Twitter can also be effective Multimedia sharing of photos, art, video, and music can generate online discussion Wikis, Web sites that allow users to post, edit, and organize content, as well as online ratings and reviews can also be effective tools for engaging online users

Marketers deal with five product decisions that comprise its bundle of benefits for meeting customer needs. Which of the following is among these?

Supporting Services

Consumer Time Spent on Each Medium

TV (278) -> online (173) -> radio (92) -> mobile (82) -> newspapers (22) -> magazines (16) -> (other)

Which of the following is not an attribute of value

Value is defined wholly by the producer

Social Apps

Widgets can include brand information in contests or games Companies such as Friend2Friend and Product Pulse create widgets for advertisers that allow voting, gaming, and gifting Facebook features thousands of software apps on its site that engage users - Facebook messenger allows users to send messages to mobile phones - Instagram allows users to take photos and share them on Facebook, Twitter, and Tumblr

Online Reputation Management

With earned media, there are many opportunities for other people to shape the reputations of a company, its brand, and employees According to PR firm Weber Shandwick, 63% of a company's market value is attributable to reputation The reputation management process includes 4 steps: - Build - Maintain - Monitor - Repair

A trademark can be _____

a symbol or design

Which media do global consumers trust the most? a. Earned media, followed by owned media, then paid media b. Paid media, followed by owned media, then earned media c. Owned media, followed by earned media, then paid media d. Consumers trust all media equally

a. Earned media, followed by owned media, then paid media

Which of the following is true regarding advertising on the internet? a. Many of the best ideas have already been developed. b. Anything goes, and novelty gains attention. c. Owned media claims the lion's share of revenue. d. Consumer trust levels have never been lower.

a. Many of the best ideas have already been developed

When considering which media to buy, marketers consider all of the following except ________ . a. Media investment b. Media characteristics c. Media effectiveness d. Media efficiency

a. Media investment

Considering rich media ads, what is one downside of highly interactive display ads? a. They do not always fully engage users b. Click-through to the advertiser's Web site can be a complex process c. The use d. They require more bandwidth

a. They do not always fully engage users

It is possible for an internet buy to be effective, but not efficient. a. True b. False

a. True

Consumers at the highest level of engagement online ________. a. collaborate with the company b. are creators of multimedia content c. collect information and tag what they find valuable d. connect with others by creating a social profile

a. collaborate with the company

If you visit an automobile company's website and click around to change the color of the car or give it leather seats, you are engaging in ________: a. collaborative content creation b. crowdfunding at its best c. altruism toward the company d. an implicit product endorsement

a. collaborative content creation

Social networks contain all of the following unique aspects except ________. a. e-mail records b. personal profile c. data graph d. interpersonal interaction data

a. e-mail records

Examples of paid media online could include all of the following except _______. a. positive blog mentions b. video c. hyperlinks d. an animated car driving through a page

a. positive blog mentions

Earned media can be likened to physical word-of-mouth on steroids. a. True b. False

a. true

Trust is a key component of word-of-mouth communication resulting from customer engagement. a. True b. False

a. true

When deciding which media to buy, consumers' level of trust in each medium is relatively unimportant; it is more about effectiveness. a. True b. False

b. False

One of the most important functions of ratings and reviews is that they ________. a. reveal the real truth about companies and brands b. facilitate commerce, both online and offline c. provide a policing function for poor products and services d. give consumers unbiased advice on purchasing decisions

b. facilitate commerce, both online and offline

Globally, consumers trust paid media the most, followed by owned media. a. True b. False

b. false

The team "earned media" came about after the advent of the internet, and refers to social media influencers. a. True b. False

b. false

These days, traditional media is no longer a useful tool for prompting consumer engagement with a brand. a. True b. False

b. false

Considering social ads, a "social graph" is synonymous with _______. a. business connections b. friend connections c. online popularity d. number of "likes."

b. friend connections

Photos, video, and music playlists are most representative of the _____ type of social media. a. reviews and opinions b. multimedia sharing c. collaboration d. entertainment

b. multimedia sharing

The best target audience for LinkedIn advertising is ________. a. widely dispersed millennials b. narrowly targeted business professionals c. Retirees over age 50 d. High-achieving teenagers

b. narrowly targeted business professionals

Good names for a new internet brand should do all of the following except ___

be similar to other brand names

Both ________ and ________ are forms of customization available online

benefit bundling; user personalization

Branding and Popular Culture

between brand, consumer and popular culture there is a "sweet spot"

In a survey conducted by Weber Shandwick, researchers discovered that ____ percent of a company's market value is attributable to reputation. a. 15 b. 32 c. 63 d. 90

c. 63

In making an internet buy, what is the formula for calculating CPM? a. Ad cost multiplied by audience size, divided by 1,000 b. Audience size divided by ad cost, multiplied by 1,000 c. Ad cost divided by audience size, multiplied by 1,000 d. Ad cost multiplied by audience size, multiplied by 1,000

c. Ad cost divided by audience size, multiplied by 1,000

When considering mobile advertising, how do marketers view the mobile phone? a. As marketing's dilemma to be solved b. As advertising's wasteland c. As advertising's promised land d. As marketing's ultimate search tool

c. As advertising's promised land

How does a promoted tweet differ from a promoted trend? a. Promoted tweets are ads that appear as content at the top of a Twitter search page. b. Promoted trends are ads placed on hot topics in Twitter that are presented near a user's timeline. c. Both a and b. d. There is no difference.

c. Both a and b.

Mobile advertising can be viewed as a new area with ______. a. great promise b. many unanswered questions c. Both a and b. d. None of the above.

c. Both a and b.

What is the key difference between paid media and earned media? a. Paid media is owned by others who are paid by the organization to carry its promotional messages. b. Earned media are when individual conversations become the channel. c. Both a and b. d. There is no difference between the two.

c. Both a and b.

To measure efficiency before buying advertising space, media buyers sometimes consider a metric known as ________ to determine the most efficient buy. a. SERP b. SEO c. CPM d. AOL

c. CPM

________ refers to reaching and gaining the attention of a target market at the lowest cost possible. a. Eliciting b. Effectiveness c. Efficiency d. None of the above

c. Efficiency

How does paid inclusion occur? a. Text or display ads appear on the SERP. b. An organization pays to be included in a searchable directory. c. Sites receive guaranteed indexing in a search engine. d. Google AdWords creates a customized, searchable ad.

c. Sites receive guaranteed indexing in a search engine.

Engagement occurs when internet users do all of the following except ________. a. consume media content b. connect with companies c. contradict negative opinions d. collaborate with brands

c. contradict negative opinions

When companies want to learn about where, how, and how often their brand is mentioned online, they would get the best information by utilizing a tool known as a social _____. a. syndication aggregator b. feed collector c. media dashboard d. brand scanner

c. media dashboard

The most notable finding of comScore's research on internet advertising was that ________. a. online brand communication effects actually decreased offline sales b. the most effective Web ads in history were run by AT&T in 1994 c. online display ads improved online and offline sales and Web site visits even if people didn't click on the ads d. consumers will click on ads, but only if it is preceded by trustworthy brand communication

c. online display ads improved online and offline sales and Web site visits even if people didn't click on the ads

Online gaming creates special opportunities for ________. a. classified ads b. contextual advertising c. product placement d. sponsored content

c. product placement

Some companies import and embed existing media, such as their own photos or YouTube video, into their blogs using a tool known as a _____. a. bot b. hyperlink c. widget d. none of the above

c. widget

________ is a critical component in the value proposition

d) all of the above (customer retention, customer support, employee loyalty)

A domain name, or URL, is likely to be made up of ___

d) all of the above (hypertext protocol, second-level domain, top-level domain)

Why might successful brick-and-mortar firms want to use different brand names online and offline?

d) all of the above (to avoid harming the brands name by associating it with a risky product or channel, to avoid inadvertently repositioning the offline brand due to a success on the Internet, to position differently the online and offline brands)

Many companies (producers) benefit from the ideas of their consumers received via all the following except: a. blogs b. product reviews c. online monitoring services d. all of the above benefit producers

d) all of the above benefit producers

Brands are promises to customers. Delivering on this promise ___

d- all of the above (builds trust, reduces customer stress of making product switching decisions, lowers risk)

In order to become more engaged with a brand, social media participants want to be ________. a. informed b. entertained c. appreciated d. All of the above

d. All of the above

Which of the following are valid applications for widgets? a. Displaying brand information in contests or games b. Creating sponsorships or calls to action c. Being user-generated d. All of the above.

d. All of the above

Which of the following steps is an example of an earned media performance metric? a. Number of likes and shares b. Actions taken by users c. Conversations on blogs and elsewhere d. All of the above

d. All of the above

Regarding paid media, which of the following is most true? a. The term is synonymous with advertising. b. The line between physical and digital platforms is blurring. c. The medium is not the appliance. d. All of the above are true.

d. All of the above are true.

Paid social media advertising is used for ________. a. building awareness b. creating positive brand attributes c. collecting valuable customer information d. All of the above.

d. All of the above.

How can companies identify social media influencers? a. Observe and participate in conversations in key social media locations b. Use an independent service to measure relevant variables c. It is not possible to accurately identify social media influencers d. Both a and b.

d. Both a and b.

Of the following statements regarding e-mail, which one is most accurate? a. The "unsubscribe" process is frustrating for consumers. b. It is limited by its one-way nature. c. It is like a social megaphone. d. It is not dead.

d. It is not dead.

If an advertiser wants to narrowly target their well-defined markets through Facebook, what information do they need ? a. Social performance metrics b. Paid media records c. Competitor profiles d. Member profiles

d. Member profiles

Many businesses use Twitter as a means to _____. a. talk about what is happening in the company b. encourage feedback from customers c. get ideas from consumers d. all of the above

d. all of the above

Marketers use blogs for a variety of reasons, such as _____. a. to disseminate the views b. gain clients c. direct or draw users to websites d. all of the above

d. all of the above

Marketers use social networks by ____. a. creating profiles and pages b. advertising on user pages c. providing applications to network users d. all of the above

d. all of the above

When Chris Anderson wrote his book, The Long Tail, he posted draft copies on his blog and engaged readers, who then posted comments about the book. This was an example of

d. both a&b (customer co-design & crowdsourcing)

Earned media is like ________. a. The ultimate one-way communication b. physical word of mouth on steroids c. a social megaphone d. both b and c

d. both b and c

Viral marketing is synonymous with all of the following terms except ________. a. uncontrollable popularity b. word of mouth online c. word of mouse d. both b and c

d. both b and c (probably ignore this question)

In 2012, when the CEO of Kitchen Aid spoke badly of President Barack Obama in a tweet, she quickly learned the importance of ________. a. two-way dialogue b. word of mouth c. political communication d. reputation management online

d. reputation management online

_____ involves attaching keywords to videos, photos, or text to help users find desired content. a. parking b. tweeting c. bookmarking d. tagging

d. tagging

Display Ads

embedded in web pages, allowing users to click through to the advertiser's site -contain: text, graphics and animation • The Interactive Advertising Bureau (IAB) claims that 80% of online marketers follow their standard dimensions for display ads, which can include -billboard: users close by clicking 'x' -filmstrips: 5 segments that scroll through a window when user interacts w/ ad -portraits: up to 3 interactive segments cycling though space -pushdown -sidekick -sliders

Which of the following is not a desired benefit unique to the Internet

high product quality

Contextual Advertising

occurs when an ad system scans a Web page for content and serves an appropriate ad • Behavior advertising - is a form of contextual advertising, but follows user behavior instead of page content • Remarketing - is a tactic for communicating with users who previously visited a Web site

Co-Branding

occurs when two companies form an alliance and put their brand names on a product - Sports Illustrated co-brands with CNN as CNNSI - Yahoo! Has joined with TV Guide and Gist to provide TV listings - EarthLink joined with Sprint in 1998 to provide ISP services

All of the following are ways in which marketers can integrate hot product ideas for the internet into current product mixes except ____

subtracting from existing product lines

In terms of branding the dot-com crash showed _____

that the strength of brick and mortar brands carried over to the internet

All of the following are attributes of a good brand name except ____

the name should be long and spelled in a unique way

Internet Properties for Online Product Management

• A product is a bundle of benefits that satisfies needs of organizations or consumers - Includes goods, services, ideas, people, and places - Products such as search engines are unique to the internet while others simply use the internet as a new distribution channel Organizations use research to determine what is important to customers when creating new products The marketing mix, 4 P's, and CRM work together to produce relational and transactional outcomes with consumers

Paid Media on Facebook

• Advertising on Facebook can potentially reach over 1 billion members • Facebook ads offer narrow targeting, 70 different languages, interactive features, ease of creation, and excellent metrics

Social Media Influencers

• Companies identify social media influencers by observing and participating in social media discussions • They can also find Influentials by using a service such as Klout.com • Companies often include press releases about their brands on their Web sites and send them to media firms for publishing

Supporting Services as Product Benefit

• Customer support is a critical component in the value proposition • Customer service reps help customer with installation, maintenance, product guarantees, service warranties, etc. to increase customer satisfaction • Best Buy combines online and offline channels to increase customer support

Branding Decisions for Web Products

• Firms can use existing brand names or create new brands on the internet • Some firms may use different names offline and online to avoid risk if the new product or channel should fail - Sports Illustrated created thriveonline.com - Wired originally changed its online version named to Hotwired

Product Mix Strategies

• Firms will select one or more of the following strategies, based on marketing objectives, risk tolerance, resource availability, etc • - Discontinuous innovations are new-to-the-world products • - New-product lines are new products in a different category for an existing brand name • - Additions to existing product lines • - Improvements or revisions of existing products • - Repositioned products can be targeted to different markets or promoted for new uses • - Me-too lower-cost products - introduced to compete with existing brands by offering a price advantage

Rich Media Ads

• In-banner video ads - moving video clips are displayed in the banner ad • Expandable ad - become larger when clicked • Pop-up and Pop-under - new window opens, or opens and sent to back • Floating ad - ad that moves across the users screen • Interstitial ad - "between the page" a full page ad that appears before the requested page • Wallpaper ad - ad that changes the background of the page • Trick banner ad - a banner ad that looks like a dialog • Map ad - text or graphics linked from a location

Location-Based Services

• LBS is a business model for m-commerce • There are several major players - Foursquare works via a smartphone app on its mobile Web site - Yelp published 33 million reviews of local businesses in 2012 - Facebook places can add a location to Facebook text-based or photo posts

Enhancing Customer Engagement

• Provide high-quality, timely, unique, and relevant information • Create entertaining content • Offer competitions • Appeal to altruism - people like to share stories, videos, and other content • Make an exclusive offer • Reward Influentials and fans • Incentivize group behavior

Social Recommendations and Referrals

• Social bookmarking sites allow users to share their favorite Web sties and comments - StumpleUpon.com - Delicious.com Referral Programs involve rewards for customers who refer new customers - Groupon - Gilt Marketers can integrate email with social media - Yahoo!, Gmail and Outlook allow integration with Facebook contacts

Attributes as Product Benefit

Attributes include quality and specific features Benefits are the same features from a user perspective The internet increases customer benefits in ways that have revolutionized marketing - Media, music, software, and other digital products can be presented on the web - Mass customization is possible - User personalization of the shopping experience can be achieved

The term "product" may include such items as the following except ____

Times (includes goods, services, ideas, people, and places)