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