MKT 574: Ch 13: Promotion Essentials: Digital and Social Media Marketing

Which of the following are elements of the promotion mix? Select all that apply.

1. advertising 2. interactive marketing 3. sales promotion 4. personal selling 5. public relations

A promotional campaign does which of the following? Select all that apply.

1. allocates expenditures over a given time period 2. tracks the efficient of promotional strategies 3. tracks effectiveness of promotional strategies

3 steps of the purchase decision process / hierarchy of effects

1. cognitive (learn) 2. affective (feel) 3. behavioral (do)

7 c's of dimensions of website interface

1. context: site layout and design 2. content: text, pictures, sound, and video of the site 3. community: the various ways the site enables user to user communication 4. customization: site's ability to tailor itself to different users or allow users to personalize the site 5. communication: the way the site enables two-way communications between user and site 6. commerce: site's ability to enable transactions 7. connections: degree the site is linked to other sites

5 key promotional elements

1. digital and social media marketing 2. advertising 3. sales promotion 4. public relations 5. personal selling *makes up the promotion mix*

Place the steps of the marketing manager's role in promotional strategy in the correct order, with the first step at the top.

1. identify targets for promotion 2. establish goals for promotion 3. select the promotion mix 4. develop the message 5. select media for use in promotion 6. prepare promotion budget 7. establish measures of results

7 major elements of a marketing managers role in promotional strategy

1. identify targets of promotion 2. establish goals for promotion 3. select the promotion mix 4. develop the message 5. select media for use in promotion 6. prepare promotion budget 7. establish measures of results

Which of the following are types of display ads?

1. interstitials 2. banner

advantages of email as a marketing tool

1. it is a communication channel that the marketers has control over because it is owned by media 2. it can be targeted and customized to the individual 3. it is immediate, so organizations can offer coupons or other sales promotions quickly and expect and monitor the results 4. it allows for additional personalization as individuals can opt for specific messaging that increases the likelihood it will be read 5. it produces a rich amount of data on how individuals interact with an email

Which of the following methods of dissemination do marketing managers use to deliver information to customers? Select all that apply.

1. paid media 2. owned media 3. earned media

The content of native ads:

1. tend to be articles of posts that cover a topic of interest to the readers 2. might include some coverage of one of the marketer's products or service 3. does not usually include a heavy sales pitch for the marketer's offering.

The content of native ads:

1. tend to be articles or posts that cover a topic of interest to the readers 2. does not usually include a heavy sales pitch for the marketer's offering 3. might include some coverage of one of the marketer's products or services

AIDA model

Attention (or Awareness) Interest Desire Action

AIDA is an example of a hierarchy of effects model. The components are ______, _____, ____, and _____.

Attention, interest, desire, and action

retargeting

a method of advertising that displays ads for a given product on different websites only after a customer has visited the website for the related product

microsites

a more focused site from a company's primary site that addresses specific topics such as new product introductions or targeted products within a large product

blog

a repository of content an organization creates to provide information of interest to customers in the form of blog posts, which can be one or more paragraphs in length and written to stand on their own or be thematically connected to other posts

seeding strategy

a viral marketing approach to specific customers or groups of customers who then further stimulate the internal dynamics of the target market, thus resulting in the diffusion process (spread of the virus)

In the AIDA model, the ______ stage is the purchase itself.

action

in-app ads

ads displayed within other types of mobile apps (mobile game apps, social media apps, and non branded productivity apps)

display ads

ads put out by companies for advertising on the internet that include banner ads and interstitials

If target customers are essentially unaware of an offering, promotional investments should be dedicated to which step in the AIDA model?

attention

________ are embedded into a website and can contain a variety of visual elements as well as a hyperlink to take the viewer to the advertiser's primary site.

banner ads

_______, which provide information of interest to customers, can either be developed as stand-alone websites or integrated into a company's primary website.

blogs

Reaching out to customers one on one, having customers contact the organization through customer service, and instant messaging requests are the ways in which organizations use websites to ______ with customers.

communicate

A key advantages of web-based communication is the opportunity to create a(n) _______ of users or visitors to the site.

community

search engine optimization

comprises the set of different actions that can be undertaken by an organization to positively influence the placement of their digital assets in relevant search engine results is of high value because it increases the likelihood of being found by potential customers and further strengthening relationships with existing customers

The overall design, layout, and aesthetic appeal of a website is considered ________.

context

Which of the 7 C's refers to the ability to create a unique experience with an organization website that adds great value to the customer interface?

customization

In the AIDA model, ________ means that a customer has to move past a need and begin to really want that specific product.

desire

native ads

digital ads that are designed to fit the format and style of content that is offered through the website on which the ad is being displayed - will typically cover a topic that has some logical connection to the marketer's organization, and potentially one of their specific product or services.

_____ ______ is the creation and execution of an advertisement via any form of digital media.

digital advertising

search ads

displayed with the results produced by search engines, typically at the top of or along a column to the side of the search results on a webpage

landing page

distinct type of page on an organization's website designed for the sole purpose of getting a customer to take an action that increases the expected value of the customer to the organization

social network ads

distributed through a wide range of social networking platforms such as Facebook, twitter, and linkedin, these can vary considerably in their format, placement, and style. - some forms are designed to resemble and function in a manner similar to the different ways that users on the particular platform communicate with each other, while other forms resemble and function similarly to our earlier discussion of display ads.

viral marketing

entertaining an informative messaging created by a firm intended to be passed among individuals and delivered through online and other media channels

True or false: Email, as a promotion tool, has more disadvantages than advantages.

false

True or false: the web allows for limited connection among a few sources.

false

The use of geographic data to drive marketing messaging and other marketing decisions is called:

geo-location marketing

interstitials

graphic, visually interesting internet advertisements that move access the web page

social networks

groups of people connected via technology through friendship, mutual interest, or some other characteristics

internal marketing ensures that everybody in the firm:

has pride of ownership in its brand, products, and services

Because of the overall increase in mobile app usage, marketers increasingly rely on:

in-app based ads

In the AIDA model, translating customer attention into _______ requires persuasive communication.

interest

Context, content, community, customization, communication, connection, and commerce all define website _______.

interface

banner ads

internet advertisements that are small boxes containing graphics and test, and have a hyperlink embedded in them

______ are full page ads that are delivered before the viewer is directed to the intended webpage.

interstitials

promotion

involves communication with customers or potential customers deigned to inform, persuade, or remind.

promotion mix strategies

involves decisions about which combination of elements in the promotion mix is likely to best communicate the offering to the marketplace

Any page on a website that a user is directed to by clicking on a hyperlink is called a(n) ______.

landing page

Sales generated from a mobile device are commonly referred to as:

m-commerce

In addition to a company's primary website, the company may also create smaller, more focused sites that deal with specific topics, such as targeted products. These sites are called:

microsites

_______ marketing is the marketing of value offerings through a mobile communication device.

mobile

branded mobile apps

mobile apps that display the brands name and logo prominently throughout the various screens and features within the app

personal selling

one-to-one personal communication with a customer by a salesperson, either in person or through other means.

Customers can engage in meaningful interaction right on the company's own website using:

online brand communities

advertising

paid form of relatively less personal marketing communications, often through a mass medium to one or more target markets. - example media include television, radio, magazines, newspapers, and outdoors.

online brand communities

places where customers can engage in meaningful interaction right on the organization's own website rather than at independent sites.

Marketers monitor _____ to evaluate their customers' experiences.

product and service review sites

________ involves communication with customers or potential customers designed to inform, persuade, or remind.

promotion

digital and social media marketing

promotion through the use of digital technologies such as desktops, laptops, tablets, and smartphones that does not involve a sales person. - aka interactive marketing - enables customers to connect with a company directly in a two-way exchange

pull strategy

promotional and distribution strategy in which the focus is on stimulating demand for an offering directly from the end user

push strategy

promotional and distribution strategy in which the focus is on stimulating demand within the channel of distribution

sales promotion

provides an inducement for an end-user consumer to buy your product or for a salesperson or someone else in the channel to sell it. Designed to augment other forms of promotion rarely used alone. - example sales promotion tools for customers are coupons, rebates, and sweepstakes. - inducements for salespeople or channel members often involve special monies or prized for pushing a particular offering

In a ________ strategy, the focus is on the channel of distribution and in getting the offering into the channel.

push

paid media

refers to marketing communication channels requiring that the marketer pay someone else for customer access.

owned media

refers to marketing communication channels that the marketer's organization has complete control over

earned media

refers to the case where either a customer or a commercial entity chooses to act as a marketing communication channel for the dissemination of information associated with the marketer's organization at no cost

digital marketing

refers to the marketing of value offerings through the use of digital technologies (desktops, laptops, tablets, and smartphones). - digital technologies have enabled individuals to access vast amounts of information almost instantaneously and have revolutionized the way organizations connect and communicate with their customers.

m-commerce

sales generated from a mobile device, is a rapidly growing component of the customer mobile experience

______ ads are displayed with the results produced by search engines, usually at the top or alongside the results.

search

Various actions taken by an organization to positively influence placement of their digital assets is search engines is called:

search engine optimization (SEO)

Today websites must be able to legitimately assure customers that their data are ____.

secure

Ads that you see on Twitter, LinkedIn, and other such sites are considered _____ ____ ads.

social network

public relations (PR)

systematic approach to influencing attitudes, opinions, and behaviors of customers and others. Often executed through publicity, which is an unpaid and relatively less personal form of promotion, usually through news stories and mentions at public events

_______ _______ (also referred to as short message service or SMS) is ideally suited for marketing messages when a short format is feasible.

text messaging

internal marketing

the application of marketing concepts and strategies inside an organization

digital advertising

the creation and execution of an advertisement via any form of digital media - benefits from the richness of data that is generated by the customer's expos tire to the ad, which in turn allows for a more granular review of the ad's performance.

promotion mix

the elements of promotion, including advertising, sales promotion, public relations (PR), personal selling, direct marketing, and interactive marketing

cost per click

the marketing manager pays a set among each time a customer clicks on a link

cost per impression

the marketing manager pays a set amount each time a customer is exposed to the promotion

mobile marketing

the marketing of value offerings through a mobile communication device

geolocation marketing

the use of geographic data to drive marketing messaging and other marketing decisions

promotional campaign

tracks the effectiveness and efficiency of promotional strategies as it allocates expenditures to a specific creative execution over a give time period.

True or false: Today, organizations develop a great deal of web-specific content.

true

True or false: some think that digital marketing is the most critical component of promotional strategy.

true

_______ marketing is defined as a "marketing phenomenon that facilitates and encourages people to pass along a marketing message."

viral