Mark 4356 Midterm Exam
Advertising Process (4 steps) step 4
Control Assign key performance indicators(KPI) for the campaign Pilot Testing, A/B Testing Measurement Tools: Google Display Planner
Expand the Acronym 1. CPC 2. CPE
Cost per click cost per engagement
Inbound
Customers are in search for a product
Which of the following types of advertisements is shown between the pages on a Web site? Pop-up Map advertisement Floating advertisement Interstitial banners Banner advertisement
Interstitial banners
Trends in Digital Advertising - you have to understand the qualitative meaning of the statistics discussed - the broad trends in Internet Marketing
Print, Television, Online 1.Mobile, 2. Desktop, 3. Television, 4. Radio, 5. Print
A measure used by Google (search) Ads to indicate how relevant a keyword is to the advertisement's text, landing page and to a user's search query is called ____. a. Search index b. Quality score c. Second price auction d. Generalized Second Price auction
Quality score
Which of the following are examples of inbound marketing a. Search engine optimization b. paper click advertising c. social media advertising d. billboard advertising
Search engine optimization
paid search advertising
Usually refers to advertising on search engines, sometimes called PPC advertising. The advertiser pays only for each click of the advert.
Moment of Truth
ZMOT ( Zero Moment of Truth) - Pre shopping, In-store, At-Home Stimulus>ZMOT>1st>2nd
cost per thousand (CPM)
advertiser pays for every thousand times an ad is displayed
Ad Targeting: Target Market
aware/unaware
1. The advertising network tracks users across multiple websites and creates a "profile" of a user based on these visits. Later the ad network determines which advertisements to show during a given visit based on this "profile". This type of targeting is referred to as _____. a. contextual advertising b. geo-targeting c. social serving d. behavioral targeting e. hidebound advertising
behavioral targeting
Demographic
gender, age, language
Purpose of Advertising Manage Demand
inform>persuade>remind - increase sales
In an online portal, an advertisement is shown every time the users navigate to a different page. This is an example of _____. a. pop-ups b. wallpaper advertisements c. banner advertisement d. interstitial banners e. floating advertisements
interstitial banners
Ad group, Keywords
keywords : words related to your business Ad group: group of ads with similar goals
search term
keywords a user enters when searching on a search engine
Geographic
location
· Direct Response vs Brand building Advertising Brand Building
long-term effort to build up the brand image and value of the company and its product/service
· Direct Response vs Brand building Advertising Direct Response
message intended to drive immediate response
· Types of Matches (Broad, Exact, Phrase, Negative) Exact
most precise method, enclosed in brackets
Fill in the Blank The unpaid listings on a SERP resulting from the search engine's algorithm are called _____.
organic search results
flat rate for sponsorship
owners of lower traffic sites sell banner space at a fixed cost per month regardless of the amount of traffic or impressions
· Types of Matches (Broad, Exact, Phrase, Negative) Broad
reaches widest audiences and not in same sequence
Look-alike
recommendation ex. Netflix shows recommend new shows similar to what you watch
Purpose of Advertising Mature products
remind for repeat purchase, engage customers
A customer vists amazon.com on July 1st. She browses through the shoes and adds some them to the shopping cart. But due to some reason she abandons the cart and forgets about it. Later she's browsing xyzshoe.com and she was surprised to see display advertisements for the same shoes she had added to her amazon.com cart. This type of targeting is called
retargeting
Content Servers
servers the content
Cookies
small piece of text sent to your browser by a website. Stores browser/computer info, time visited, and preferences. Used extensively in ecommerce and advertising, and some technologies are notorious
Retargeting
targeting ppl again with the product that they are interested in ; ex. Leaving something in your cart and seeing ads for it later
conversion rate
the number of conversions divided by the number visitors expressed as a percentage
Frequency capping ensure that _____. a. a user sees advertisements in a particular order b. the number of times a user sees the same advertisement in a session is limited c. advertisements from direct competitors are not shown on the same page d. some users cannot see and access the advertisements published in web pages e. the advertiser owns 100 percent of the advertising inventory on a page
the number of times a user sees the same advertisement in a session is limited
return on investment
the ratio of profit to cost
· Types of Matches (Broad, Exact, Phrase, Negative) Negative
uses a minus sign and prevents ads from appearing
Which of the following are not examples of outbound marketing a. search advertising b. display advertising c. social media advertising d. viral marketing
viral marketing
· Ad Rank, Bid, Quality Score and its importance Bid
who is willing to pay for that particular bid ( for the ad space ) Advertiser is charged minimum amount required to maintain position in ranking
Outbound
Company is in search for consumers
Key phrase
Two or more words that are combined to form a search query - often referred to as keywords.
· Matching query and keywords Match "query" and "keywords" to arrive at a list of ads it can possibly display
- Determines the rank, or position, of the adveritsemtns based on the advertiser's maximum bidding and relevance of the advertisement
Changes in the Consumer Habits, Technology and Firms due to Internet [You need not remember the dates and history- but you have to know the trends ]
- Internet public in the '90s. Human-Computer Interaction. - Firms went online for commercial purposes - Targeting consumers (behavioral marketing)
Working of PPC Ad - the players, roles, incentives Navigational
Brand Names
· Elements of a PPC Ad
- headline, description line, display URL, landing page URL, ad extensions Ex. Fashion Nova, summer sale, save 60%, www.fashionnova.com
Payment model for Digital Advertising
CPC: Cost Per Click CPI: Cost Per Impression PPC: Pay per click
Match the following
(Consumer watching an Ad //Stimulus) Consumer deciding on the purchase of a product - First Moment of Truth Consumer experiencing the product - Second Moment of Truth Consumer using a search engine to find more information about the product - Zeroth Moment of Truth
The worldwide digital advertising spending (in dollars as of 2020) is approximately [The goal here is to know the ballpark estimate to the nearest tens value to get a sense of the advertising market] a. 3 billion dollars b. 30 billion dollars c. 300 billion dollars
300 billion dollars
Digital Ad Spending constitutes ______ % (approximately, as of 2020) of the total spending across all media [The goal here is to know the ballpark estimate to the nearest value to get an overall sense of the digital advertising market] a. 5.24% b. 24.5% c. 54% d. 85%
54%
· Types of Matches (Broad, Exact, Phrase, Negative) Phrase
: must be exact sequence, enclosed in quotes
Clickthrough
A click on a text ad link that leads to a website.
Quality Score
A measurement of ad performance (CTR) and ad relevance, and landing page experience. Ads that are seen as relevant and that consumers respond to have higher quality scores. The firm uses quality score multiplied by the maximum CPC to determine an ad's display ranking.
_____ are servers that store advertisements and serve them to Web pages. a. Ad servers b. Windows servers c. Commercial servers d. Web servers e. Virtual servers
Ad servers
1. Which of the following refers to a group of Web sites on which advertisements can be purchased through a single sales entity? a. Advertising agency b. Internet capital group c. Hypertext application group d. Advertisement network e. Publishers consortium
Advertisement network
cost per click
Advertiser is charged only when user clicks on ad More expensive, requires greater interaction
Cost per Acquisition (CPA)
Advertiser only pays when an advertisement delivers an acquisition
cost per engagement
Advertisers pay for the rollover advertisements, placed in videos or Applications based on the interactions with that advertisement
Which of the following characteristics influence the position of a (search) advertisement? a. The quality of the landing page b. The words used in the description lines c. The bid amount for the keyword All of the above
All of the above
organic results
Also known as natural results. Search results served by the search engine's algorithm. The search engine does not charge website owners to list these results.
How Advertising Works AIDA
Attention, Interest, Desire, Action
The consumers follow a sequence in their Decision Making regarding the purchase of a product. Which of the following represents this sequence in the proper order? Consideration, Awareness, Purchase, Loyalty Awareness, Consideration, Purchase, Loyalty Purchase, Consideration, Awareness, Loyalty None of the above
Awareness, Consideration, Purchase, Loyalty
The AIDA in the "AIDA model of advertising" stands for the following (in that sequence). a. Advertising, interest, demand, action b. Awareness, interest, desire, action c. Advertising, interest, demand, awareness d. Advertising, interest desire advertising
Awareness, interest, desire, action
In the class we discussed that marketers are interested in estimating the "wants for specific products backed by an ability to pay" - this "wants for specific products backed by an ability to pay" is formally referred to as: Demand Needs Value Offering
Demand
impression
Each time an advert is shown.
Online advertising objectives and practice
Ex. Google: Publishers>Customers; Advertisers on google Advertisers create ads, chooseformat> Ad Platform, distribute ads(targeting)>Publishers, serve ads through sites> Customers, view and click ads
(As per the class discussion,) McDonald's wifi advertisement is an example of an emotionally appealing ad. True False
False
· Goals of PPC advertising
Generate revenue -- target ppl who already have interest in your product. PPC leads to traffic>conversions>sales
· Working of PPC Ad - the players, roles, incentives Informational
Generic Search
The top TWO digital Ad platforms (by revenue in dollars as of 2020) in the world are Amazon, Apple Google Facebook Apple Microsoft
Google Facebook
Google AdWords
Google's search advertising program, which allows advertisers to display their adverts on relevant search results and across Google's content network.
Ad Network
Group of websites on which advertisements can be purchased through a single sales entity; offers tracking, reporting and targeting; acts as an intermediary between advertisers and publishers and provides a technology solution to both
In the class, we discussed different technologies used to create static ads. Which of the following is an example of technology that is used to create rich media ads? a. HTML5 b. GIF c. JPEG d. PNG
HTML5
Measuring Display Ad Effectiveness
Impact, Brand Fit, Brand Favorability, Resonance
The collection of buyers who share some similar characteristic feature (e.g. geography, demographic) is referred to as ___________ in Marketing: Position Market Group Company
Market
Running campaigns on Google Ads
Matches Ads to user queries and display Determines the rank or position of the advertisement based on the advertiser's maximum bid and the quality
· Different Types of display advertisements
Mechanism Media Format - Static (JPEG, GIF, PNG) or Rich Media (Flash or HTML5) Size Position
· Importance of Long Tail in Keywords
Most Search Queries are unique > you have to bid on lots of keywords
All of the following are purpose of advertising except a. Manage demand for the products b. Inform customer and build brand awareness about new products c. Remind customer enabling repeat purchase d. Increase market share of voice e. None of the above
None of the above
Owned/Paid/Earned media
Owned - Search engine advertising, display(programmatic advertising) Paid - Website (Web Analytics) Earned - Social Media
Advertising on search engines where the advertiser pays only for each click on their advertisement is termed _____. a. PPA b. CPM c. CPI d. PPC e. CPE
PPC
Which of the following is the major source of revenue for the search engines? a. Organic search results b. Pay-per-click advertisements c. Published rankings d. User registration e. Domain registration
Pay-per-click advertisements
Which of the following term refers to the step in Strategic Marketing where marketer identifies the group of customers who can be reached out with appropriate product offerings and advertisements? Segmentation Positioning Targeting Branding
Segmentation
Going digital has reduced the overall costs associated with each the following EXCEPT Search Replication Tracking Verification Social
Social
Short Answer Questions What is Google's method of pricing keywords? Explain the auction mechanism in your own words in brief
Specify the Generalized second price auction and provide its brief description highlighting the fact that both quality score and the maximum bid amount determines the winning bid.
Advertising Process (4 steps) step 2&3
Step 2&3: Planning and Implementing Set Advertising budget Choose Media (channels/websites/apps) Select Ad (Static, rich media, animation, interactive) Product Ad Copies (message, creative, design,story board)
· Advertising Process (4 steps) step 1
Step1: Analysis Set Advertising Goals: Direct Response/Long Term Identify Customer Segments: Targeting Ads/Personalization of Ads Find the Right Publishers and Platforms: tools/channels
Consumer Behavior with Internet - Stages of decision making
Stimulus>First Moment of Truth(@store)>Second Moment of Truth(experience) Awareness> FAmiliarity> Consideration>Purchase>Loyalty **Internet lets consumers look at review and research
Marketing - definition and role
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.
Search Engine Results Page (SERP)
The actual results returned to the user based on the search query.
Cost per action (CPA)
The amount paid when a certain action is performed by a user.
Clickthrough Rate
The total clicks on a link divided by the number of times that link was shown, expressed as a percentage.
Different Types of Market Orientation
Trade, Production, Product, Sales, Marketing, Customer Relationships, Digital Relationship
Online advertising has overtaken TV advertising in terms of the advertising spending True False
True
The product concept proposes that consumers favor products offering the most quality, performance, or innovative features. True False
True
Purpose of Advertising New product
build brand awareness
The ad server infers the optimum advertisements to serve, based on the content of the page. This is referred to as _____. a) contextual advertising b) behavioral targeting c) social serving d) geo-targeting e) hidebound advertising
contextual advertising
Ad servers:
determines what ads must be serves and track you amongst websites
Ad exchange
digital marketplace that enables advertisers and publishers to buy and sell advertising space, often through real-time auctions
Purpose of Advertising Short Term
direct response and immediate sales
Data Driven
displaying ads in hopes it reaches the target market
· Ad Rank, Bid, Quality Score and its importance Ad rank problem
estimate position of an Ad for the given keyword Ads bid and quality Uses signals/rules; there are hundreds of signals used for arriving at the relevant results
