ADV Exam 3

evening and weekend dayparts are better to reach those under __ years of age.

18

*Which age group uses social media the most?

18 to 29 - 83% 30 to 49 - 77% 50 to 64 - 52% 65 - 32% differences aren't significant.

What is Twitter best demographic?

18 to 29 year olds (young) African-Americans Urban residentials

*_% is spent on mobile marketing (this is to cell phones and other devices). This should also grow in the future.

2%

*How many unique visitors did Hulu have in 2008?

6 million

*What percentage of all internet dollars goes to Search Marketing/SEO?

61%

*Which education level uses social media the most?

Some college - 69% High school - 66% College degree - 65% Social media users are educated,

In 2006, the American Advertising Federation (AAF) surveyed media buyers, and more than half said they expect to shift at least 20% of their __ budgets into ______ video by 2010.

TV online

Opt-out

a way for recipients to tell the advertisers they don't want to receive advertising messages

Opt-in

customer gives permission to receive special offers -Marketers will send messages only after they have established a relationship with a company. -The customer clicks boxes that say they'd like to receive special offers and announcements. -This is not a new idea—other forms of direct marketing have used it for years.

In May 2009, there was a 16% ______ within Fox Interactive Media. (Called FIM.).

decline

Advantages - consumers are more coopaerative to provide it

consumers are much more cooperative in providing the information than they are with other forms of research (printed surveys, phone calls).

Daytime has the ______ audience in terms of size and number of minutes.

largest

Twitter is a ___-____ site.

micro-blogging

Early morning and daytime dayparts have a higher concentration on what type of sites?

news and information sites.

Spam

online advertising messages that are usually *unsolicited* by the recipient.

*Internet's role in advertising - Source of direct sales

page 396 Companies can sell stuff on the Web.

*Internet's role in advertising - Source of marketing and promotion information

page 396 They can provide all kinds of details about the company on the webstie.

*Internet's role in advertising - Source of ad-supported communication

page 396 They can use the internet to supply more in-depth information.

Pinterest is a pin-board style social _____-sharing website.

photo

3 groups of users - entertainment/information oriented users

regular users of a site. -looking for an interactive activity and they'll return to the same site often if it provided them with the information and entertainment they want.

Cons of Direct Response - high cost

rising expenses for printing, production, and postage no matter what form you use

What does Myspace's explosive growth and then virtual insignificance show?

the volatility of the new, Internet-based media

*Advantages - Can collect market research quickly

they can reach a larger respondent base than they could with older methods

What is Pinterests goal?

to connect people through things they find interesting.

Adserver basics from google

watch videos

Facebook has seen incredible growth in active users.

April 2008: 100 million active users April 2009: 200 million active users April 2012: 900 million active users (half on mobile devices)

Who was Pinterest founded by in March 2012?

Ben Silberman

Who is YouTube owned by?

Google

Ad revenue for Facebook in 2009 is projected to be $___ million.

$100 million.

A June 2008 Forbes magazine article said YouTube is estimated to earn $___ million in ad revenue.

$200 million

Direct mail is a $__billion industry, and it makes up __percent of advertising

$55 billion industry 20 percent of advertising expenditures -Experts say it may decline in the future, but it also experienced a surge when the Internet was threatening to take dollars away from all traditional media.

*How much did Hulu earn in ad revenue in 2008?

$70 million

Direct Response

-Any form of advertising done in direct marketing.

*What are the advantages of internets role in advertising and marketing efforts in the area of marketing research?

-Can collect market research quickly -cheap to collect research -consumers are more coopaerative to provide it

Name the 5 dayparts

-Early morning (M-F) 6am-8am -daytime (M-F) 8am-5pm -evening (M-F) 5pm -11pm -late night (M-F) 11pm-6am -weekends (sat-sun) all day

What type of media does direct response use?

-It uses all types of media: -direct mail -television -magazines -newspaper -radio -internet

Pros of Direct Response - personal

-Messages can be personalized. -builds ongoing relationships with prime target audiences. -It can speak directly to the moods, the needs, and the lifestyle of the prospect.

*what is the Internet's role in advertising?

-Source of direct sales -Source of ad-supported communication -Source of marketing and promotion information -Builder of customer engagement

Online promotions have three groups of prospects. - What are they?

-Surfers and Casual users -entertainment/information oriented users -active, information seekers

Is Dell's Twitter presence advertising?

-Today, I believe the text book answer is no. -It's really sale promotion. -And it's also public relations. -If you go to the Twitter site, there's a great deal of customer bonding going on. -But what will the answer be next year? Or the year after that? Who knows.

Dell and Twitter Case Study

-Twitter made dell $2 million in 2 years -biggest business success on Twitter -620,000 followers on Twitter -Dell made $61 billion in 2008 (not just on Twitter, as a whole company)

Direct Marketing Association - Key Guidelines (all 9 are on page 390 [or 414])

-Use an honest subject line -provide clear and conspicuous opt-out -no third-party reselling -provide senders privacy policy

3 groups of users - active, information seekers

-actively in the market for a product or service. -seen the website in an ad, -they may have found it in a search engine, -or they are familiar with the brand

Cons of Direct Response - concerns about privacy

-both on the part of the public (who are consumers) and on the part of government. -regulations at the state and federal level that limit a company's ability to reach prospects. -This is especially true for Internet marketers.

Pros of Direct Response - Can reach any prospect on what three basis

-geographic basis -product use basis -demographic basis If you want to target them, you can find them through direct response.

*What is a reason why 72% of the Hispanic population uses social media?

-it is a great way for family members to stay connected, -and family is very important to Hispanics

Why was YouTube expected to lose $470million in 2009?

-it will spend $711 million in: -licensing -hardware -marketing

Consumer Relationship Marketing - CRM

-management concept that organizes a business according to the needs of the consumer -core principle of both direct response and Internet marketing -Consumers feel empowered in an interactive media environment and they use this sense of empowerment very proactively -builds customer loyalty and retention, and has a higher response rate in marketing campaigns.

*Internet's role in advertising - Builder of customer engagement

-one of the greatest strengths of the Internet in advertising. -get consumers engaged in Web sites -create an emotional connection with the brand -Some sites include some kind of game. Others have social networks. Blogs allow company and customer to have conversations and interact. -The possibilities are endless.

Cons of Direct Response - need for constant updating

-prospect lists—postal addresses, email, IP and phone numbers—need constant updating because Americans move a lot. -These prospect lists are a significant cost in the direct response effort, and investment is needed to keep your prospect lists up to date.

*Adserver basics from google - Web ads constantly change based on who's viewing the ad and page content. What does this show and what need does this satisfy for media planners?

-show the Internet's ability to target, -which speaks to media planners' *need for effectiveness* in ad buys.

*Adserver basics from google - Advertisers have a central place to track performance of ads across different sites so they can compare results. What does this show and what need does this satisfy for media planners

-show the Internet's ability to target, -which speaks to media planners' need for effectiveness in ad buys -speaks to "efficiencies", because media planners can make *informed decisions* about what sites give the most *return on the investment*.

objectives of direct response - direct order

-soliciting and closing a sale. -All the information is in the advertising piece for the consumer to make a decision.

3 groups of users - Surfers and Casual users

-the largest group for most sites. -must gain attention quickly

objectives of direct response - traffic generation

-want consumers to visit a business and make a purchase

objectives of direct response - lead generation

-want to consumer to just ask for more information. -This qualifies sales leads and -allows for future follow up.

*IMPORTANT NOTE: Hulu started as a free service. But now it has a subscription service with more features as well as a free (but not as attractive) service. This business model could be used for YouTube and other Internet players in the future.

...

What is Twitter best demographic?

...

What are the 3 objectives of direct response?

1. direct order 2. lead generation 3. traffic generation

In 2006, myspace had ___million users. And it generated $___million in ad revenue.

100million users $180million in ad revenue

Facebook was privately owned until what year?

2012

*__% of Internet ad dollars are spent on display ads on websites.

29%

*_% is spent on social media marketing (this should grow)

3%

*Which Household Income (HHI) uses social media the most?

30K - 72% 50-74k - 68% 75k+ - 66% 30-49k - 65%

Advertising Age, a leading advertising trade publication, conducted a survey in 2003. That study showed that __percent of online users say they are angry about email spam and another __ percent are furious.

40% angry 58% furious

*_% is spent on email marketing

5%

How many unique visitors did YouTube have in 2008?

83 million

What is the future of online advertising revenue?

Advertising revenue for online in 2010 was estimated at $29 billion. Experts predict that by 2014, the figure will be $55 billion.

What is instagrams best demographic?

African-Americans Hispanics Urban residents 18 to 29 year olds women

Pros of Direct Response - measurable

Direct response is a measurable medium and help companies meet short and long-term sales goals.

Who is instagram owned by?

Facebook

*Social media use by race

Hispanic - 72% African American - 68% White - 65%

How many unique visitors did Twitter have in March and April 2009

March 2009, Twitter had 9.3 million unique visitors to its site. April 2009, it jumped to 17 million—in the U.S. alone.

Who is Myspace owned by?

News Corp, the parent company of Fox.

*Who is Hulu owned by?

News Corp. and NBC Universal (joint venture of: NBC, Fox Entertaintment Group (NewsCorp.), ABC (Walt Disney Co.) with funding provided by Providence Equity Partners—a 10% stake that cost them $100 million.)

*Advantages - cheap to collect research

No postage, no people to hire to call, no tabulation. Consumers are typing responses right into the vehicle that will tabulate the data.

What is Pinterests best demographic?

Rural residents Women Whites Some level of education or higher middle to higher income

What two ways that advertisers use the internet as part of their advertising plans are expected to grow?

Social Media Marketing Mobile Marketing

*Which population density uses social media the most?

Urban - 70% Suburban - 67% Rural - 61%

What is facebooks best demographic?

Women 18 to 29 year olds

*Which gender uses social media the most?

Women - 71% Men - 62%

Are the fundamentals of creating messages the same for Internet as they are for every other kind of media?

Yes

Is Twitter privately owned?

Yes

*Adserver basics from google - Can Ad servers target ads to browsers without having personal information about the user?

Yes, Internet advertisers are targeting browsers and really don't know specific things about the user behind the browser.

*Adserver basics from google - Advertisers display ads based in demographic information the consumer gave them when subscribing to their site. Is this ethical?

Yes, Internet advertising uses information supplied by consumers (so they are not searching them out in unethical ways).

*Why has Hulu been able to grow rapidly and make money quickly?

able to grow rapidly because of its understanding of the Internet business and professional programming (compared to YouTube, which mainly features user-generated content.)

*Search Marketing

agencies perform Search Engine Optimization (SEO) to get clients' websites listed higher in Google or any other search tool.

What will half of YouTube expenses go toward?

bandwidth -estimated at $360 million. Or $1 million dollars a day.

Why will Pinterest continue to see explosive growth?

because it is much easier for companies to monetize a presence on Pinterest than other sites.

For most media categories, online serves a complementary, rather than a _______, role in the media mix. This is especially true in _____ and __.

competitive print tv

Evening and weekend dayparts show more usage on what type of sites?

entertainment and sports.

Key guidelines - As a consumer, if you see an email marketer that uses these guidelines, you can feel reasonably confident they are ______.

ethical

Key guidelines - As a creator of email marketing, if you want to look ______, you will use these guidelines.

ethical

Experts call Pinterest one of the what?

fastest growing social media services in the world.

In October 2003, 4As (the American Association of Advertising Agencies), the Association of National Advertisers, and the Direct Marketing Association established 9 self-regulatory guidelines with the goal to what?

help protect the use of legitimate email marketing

*In 2009, 74% of US households paid for Internet access. There are 210 million households in the US, so that's a very _________number.

significant

Who is Pinterest funded by?

small group of entrepreneurs and investors.

Are the previously mentioned websites advertising tools?

the line is blurry. You can advertise (in a traditional sense) on Hulu and Facebook

*Before a company invests time and money in social media channels, what do they have to evaluate?

the long-term potential of that channel.