Exam 3 IMC

What is geotargeting?

delivering Ads to consumers based on where they have been recently

Be able to recoginze examples that have required reactive MPR

Covid; corona beer

Benefits and costs of On-Line advertising

Individualization Interactivity Immediate publishing cost efficiency to many choices international coordination repaid change short lead time/cycles

What is UGC? (user generated content)

imagine if your audience enthusiastically took over your brand' promotion. engagement and customer retention/ loyalty, two of B2C marketers' top content marketing goals, would be through the roof

What is legitimate green marketing, and what are the objectives?

is a firm introduction and promotion of environmentally oriented products/ services based on their environmental benefits seeks to accomplish two objectives -improve environmental quality -satisfy customers

What is Buzz creation, and what are some proactive efforts used?

is the systematic and organized effort to encourage people to talk favorably about a particular brand- either over the fence or online- and to recommend its usage to others who are apart of their social network

What is native advertising?

some form of paid advertising that naturally blends into another source of content or material while meeting audience expectations

What does greenwashing refer to?

spending more time and money claiming to be "green" through advertising and marketing rather than implementing business practices that minimize environmental impact

Proactive MPR

dictated by a company's marketing objectives, used with advertising and sales promotions can increase brand awareness, offensively oriented and opportunity seeking, credibility accounts for the effectiveness

Reactive MPR

the conduct of public relations in response to internal or external negative influences, attempt to repair companies reputation, prevent market erosion and regain last sales, quick and positive responses are imperative

How can companies use blogs to their advantage? What is important to do when it comes to blogs?

-Businesses can use to connect with customers and appear more credible. -quality of content -engagement -social sharing activity -alignment with corporate objective

Be able to recognize green marketing initiatives

-advertisements that promote green products -environmentally friendly packaging -cause- and event-oriented marcom efforts that support environmental consciousness -point of purchase display -direct marketing programs that reduce resources usage by developing more efficient solicitations

What makes a good, well-designed website?

-easy to navigate -provide useful information -virtually attractive -offer utility/add value -perceived as trustworthy

What are campaign elements that are used to create Buzz for brands?

-location -use of celebrities, brand ambassadors or influencers -user-generated content -link to cause of charity -publicity (doing things work being news) -humor -creating controversy by taking a stand -give away/content -right timing

FTC guidelines for green marketing

-qualifications and disclosures should be sufficiently clear and prominent to prevent deception -claims should make clear whether they apply to the product, the package, or the component -claims should not overstate environmental attributes or benefits, either expressly or by implication -comparative claims should be presented in a manner that makes the basis for the comparison sufficiently clear to avoid confusion of consumer

What are some common objectives/themes behind successful social media campaigns?

-sharing humor and creativity with consumer -causes, sponsorships, and events -deals and contest -interactive games, virtual worlds, and avatars -consumer-generated stories and ad content -be human and empathetic -they provide value to their audience

What are the 5 activities or functions performed by public relations?

1) advise and consul (due to PR challenges) 2) writing and producing a variety of publications for constituents 3) Publicity- positive contact with the media 4) corporate image advertising- creating goodwill for the firm 5) Monitoring public opinion through research and customer feedback

What are the ecolabels and what is their purpose

Designed to assist consumers in identifying environmentally friendly products and brands -Bcorp -energy star -green seal of approval -100% recycled paperboard alliance

What is deceptive advertising?

False advertising and it is any type of advertising that is false, misleading or has the effect of deceiving consumers

What is geofencing?

GPS sending very specific message to a very specific location

What is MPR?

Marketing oriented aspect of public relations, so more narrow aspect of general PR -involves an organization interactions with actual or prospective customers- more important than ever with social media platforms

Know various forms of proactive and reactive MPR- examples

Proactive - product releases -executive statement (news) releases -feature articles Reactive -most common reason: factors in a product defects and failures -provides response to unanticipated market events

What is SEA about?

Search engine advertising attempts to place messages in front of people when their natural search efforts indicate they are interested in buying a particular good or service makes use of paid keywords to increase the odds that a firms product or service will be included in the search results and appear as a sponsored link

What makes viral marketing viral and what are the 3 rules for social epidemics

Techniques that use social media networks, through a self-replicating, viral process, like the spread of a virus can be compared to the spread of an epidemic rules: -law of the few: messenger (right people; start buzz) -stickiness: emotional, funny, interesting enough people share -power of context: right context, right situation

What is meant by click through rates?

The average click-through rate in Adwoods across all industries is 3.17% for search and 0.46% for display. Well known brand CTRs decrease with multiple exposures (first exposure is most important

What is the difference between VR and AR in advertising?

VR: headsets completely take over your vision to give you the impression that you are somewhere else AR: adds to reality, projecting Information on top of what you are already seeing.

What is content marketing?

When your brand becomes the publisher, and you build an audience (attracting subscribers) that builds your business. consistently creating content that your audience likes to read and share (red bull, GoPro)

What is CSR and common examples and trends?

refers to business practices involving initiatives that benefit society and the environment Ex. Colgates water conservation programe

What is brand community?

when the brand not only has a relationship with consumers but people are connected to the brand (jeep; jeep wave), bond formed because of the brand