SMAD 242 EXAM #3

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Most theories of thinking fall into 2 general categories. What are they?

Fact-based thinking: style of thinking that tends to fragment concepts into components +to analyze situations to discover the one best solution Value-based thinking: style of thinking where decisions are based on intuition, values, +ethical judgments - Better able to embrace change, conflict,+ paradox - Relies on melding concepts together - Good at using imagination to produce flow of new ideas+ synthesizing existing concepts to create something new

What is the role of creativity in advertising?

Helps advertising inform: - Good creative work makes advertising more vivid-> attracts attention, maintains interest, stimulates consumers' thinking - Common technique- use play on words +verbal or visual metaphors - Creative techniques improve ad's ability to inform- visual cues, pose of model, setting, clothing style Helps advertising persuade: - Advertising copywriters have created new myths+ heroes to motivate ppl to some action or attitude -> Ex: Geico gecko - Creative story/persona can establish unique identity for product in collective mindset-> key factor in helping product beat the competition - To be persuasive- ad's verbal message must be reinforced by creative use of nonverbal message elements - Artists use elements (color, layout, illustration) to increase vividness - Print+digital media- infographics: colorful explanatory charts, tables, etc- can raise readers' perception of quality Helps advertising remind: - Ads tell the story w/o having to mention company name - Puts "boom" in advertising: - Boom factor- the punchline - Good punchlines come from taking everyday situation, looking at it creatively, adding exaggeration, +delivering it as surprise

How do we calculate social media ROI?

• 1) Assign financial value to resources used to execute strategy • 2) measure financial outcomes • 3) calculate ratio between inputs+ outcomes • calculation based on difference between AEV and cost of SM advertising program divided by cost of program

How do we track social media results?

• 1) forward tracking • 2) coincident tracking • 3) reverse tracking

Describe the differences among activity metrics, interaction metrics, and return metrics

• Activity metrics: measure actions org takes relative to SM o ex: org might set goals in terms of # +timing of blog posts, white papers, tweets, videos, comment responses, +status updates • interaction metrics: focus on how target market engages w/ SM platform+ activities o include # of followers+ fans, comments, "likes", recommendations +reviews, +amount of shared content o all ways users can participate in SM relationship w/ brand • return metrics: focus on outcomes (financial usually) that directly indicate or indirectly support success of the brand o include return on investment measures, cost reduction measures, +other performance metrics

strategic relevance

• Ad must be relevant to sponsor's strategy or will fail o May be great entertainment, but not great advertising • Great advertising has strategic mission to fulfill • Strategy is root of all great creative work • Advertising objective: state what advertiser wants to achieve w/ respect to consumer awareness, attitude, +preference • Advertising strategy: describes way to achieve objective through development of advertising executions+ media plans • Creative strategy: component of advertising strategy that guides those who create ads • Account managers: make sure everyone has same understanding of task at hand; develop brief statement summarizing agreed-upon objectives+ strategies • Indivs from client+ agency (reps from creative, media,+ research) should have input into document • Agency+ client team should sign off on finished doc before creative process begins • Creative strategy: simple written statement of most important issues to consider in development of ad or campaign+ identifies benefits to be presented to consumers o serves as creative team's guide for writing +producing advertising o includes these elements: • basic prob advertising must address • advertising objective • definition of target audience • key benefits to communicate • support for or proof of these benefits • brand's personality • any special requirements o benefit statements: describes what product/service does to provide benefit to consumer • heart of creative strategy • important to make it as succinct +single-minded as possible o support statement: should provide info about product or service that will convince target audience that key benefit is true o brand personality: describes brand in terms of human characteristics o special requirements: unique characteristics of advertiser, brand, target audience, media, competition, budget etc that should be considered during creative development process • creative process: creative team develops message strategy + begins search for big idea

Every Sherwin-Williams paint ad is required to contain the stylized paintbrush +the company's web address. What is the name given to such technical requirements?

Mandatories

What are the channels of social publishing?

• Blogs: websites that host regularly updated content o Typically in realm of owned media • Media-sharing sites: enable individuals +orgs to publish content online o earned media- environments aren't directly controlled by person/org posting the content o video-sharing sites (Youtube, vimeo) o photosharing sites (flickr, instagram) o audio sharing sites (podcast alley) o document+ presentation- sharing sites (slideshare) • Microsharing sites: o Microblogs: similar to blogs; content is limited to short bursts of text +links o Ex: Twitter • Share headlines • Social bookmaking sites • Social news sites • Owned media sites w/ social components

Explain the concept of the linkwheel

• Built on hub-and-spoke system that uses web properties (ex: link pages) as spokes to send 1 link to home site+ another link to next property • Linkwheel system ensures that if user comes to site+ clicks on link-> site will connect user to next hub site +to next spoke site, etc. • Spoke sites can be used as hub in new linkwheel as new content is developed+ published • Result: main site gains links from other sites w/ branded content using linkwheel • Backlink/trackback: when other sites link back to the content

Explain the meaning of SMART objectives

• Characteristics that help determine if objectives are clear enough that can adequately measure them: • S- specific • M- measurable • A- appropriate • R- realistic • T- time-oriented • Need to find away to quantify results that may not lend themselves to numerical measurement

What content characteristics enhance perceived content quality and value?

• Characterize content in terms of originality+ substance according to content value ladder • High the level of originality+ substance-> higher readers will perceive content's quality +value to be • Lowest step in ladder- least important type of materials-> filler content o Filler content: info ppl copy from other sources • Can also come from other content providers (blogs+ posts on media-sharing sites) +syndicated sources (PRNewsWire) • All other content-> original content o Original content: level that refers to contributions that originate w/ the poster • Higher value than filler • Authority-building content: if original content positions sponsoring entity as authority on subject in question • Pillar content: foundation blocks when source creates solid foundation of original content o Highest quality level o Typically made up of educational content that readers use over time, save, +share w/ others o Enable sponsor to grow in readership, followers+ friends as more ppl refer to posts o Content's impact grows exponentially over time as others share through reposting, citations, retweets • Flagship content: authority-building content that refers to seminal pieces of work that help to define phenomenon or shape the way ppl think about something for a long time • Marketers utilize editorial calendar to organize ideas +content across several publishing sites

What characteristics do most commonly used social media metrics share?

• Characterized ad qualitative or quantitative • Return on investment (ROI): measure of profitability that captures how effective company is at using capital to generate profits o Answers question "How much income was generated from investments in the activities?"

List the 5 steps of the creative pyramid- starting at its top

• Cognitive theory how ppl learn new info in 5 step structure: 1) Action: goal is to motivate ppl to do something or at least to agree w/ advertiser o call to action may be explicit o need to make it easy for customer to take action 2) Desire: writer encourages prospects to imagine themselves enjoying benefits of product/service o 1 of most difficult to write 3) credibility: establish for product/service o customers want claims to be supported by facts o comparison ads can build credibility- must be relevant to customers' needs 4) Interest: carries prospective customer to body of ad o must keep prospect excited/involved as info becomes more detailed o tone+ language should be compatible w/ target market's attitude o ways to stimulate interest: story, cartoons, charts 5) Attention: 1st objective of any ad +foundation of creative pyramid o for ad to be effective-> must break through consumers' physiological screens to create kind of attention that leads to perception o artist may spend as much time +energy figuring out how to express big idea in interesting, attention-getting way o critically important to triggering ad's boom factor

Track

• Collect+ organize data needed to determine results • Components: o Identifying tracking mechanisms o Establish baseline comparisons o Create activity timelines o Develop transaction data o Measure transaction precursors o Overlay timelines+ look for patterns • Concerned w/ determining how to collect data needed for making assessments +with organizing data in way that enhances utility

Ways to start measuring

• Content consumption: who's interacting w/ +consuming the brand-generated +consumer-generated content? • Content augmentation: Who is adding to or changing your content by continuing the conversation with response posts? In what ways is the content augmented? • Content sharing: at what rate are those exposed to the brand messages sharing the content with others using share tools? • Content loyalty: How many consumers have subscribed to branded content with RSS feeds or by registering for site access? • Content conversations: Who is discussing the brand? Who is linking to brand websites? • Content engagement: Is the # of friends to brand profiles growing? Are ppl contributing content like comments +photos?

Guidelines marketers should consider for developing content for SM platforms

• Content must match brand's overall personality +strategic objectives • Manage workload: authors are appointed+ duties are assigned • Content development+ responses to content feedback follow established organizational policies • Identify relevant topics, types of content, publication venues, +schedule for publication (editorial calendar)

Who creates the content published in social channels? What kind of content can be published?

• Content often not produced by company-> produced by anyone • vagueness in identifying sources or distributors of content • editorial message: source expresses an opinion or provides info+ doesn't intent to carry out agenda of an org o objective+ unbiased o ex: editorial page of newspaper • commercial message: makes it clear that intent is to persuade reader/viewer to change an attitude or behavior; source has paid a fee to place the message in a medium o ex: advertisement • user-generated (UGC): everyday ppl create+ post this content for personal reasons rather than to receive financial reward o largely shared in social communities • news+ educational content: traditional press orgs hire journalists to research, verify, +write credible, objective, trustworthy stories o then deliver content to paying audience via newspapers, newsletters, magazines, +radios/TV programs • traditional entertainment companies/production houses create +distribute own content

Often the creatives will take an ad campaign that they have been putting a lot of time and effort into and put it aside for a while. Why?

• Creative block • Caused by info overload, mental or physical fatigue, stress, fear, insecurity, style of thinking being used • Incubating a concept- best to walk away for a while, do something else, +let unconscious mind mull it over o Puts problem back into perspective o Rests brain o Enables better ideas to percolate at top o Creative return +discover whole new set of ideas

What are some advantages +disadvantages of incorporating newspaper media into marketing mix?

Pros - unique, flexible medium-> express creativity - timeliness - geographic targeting - broad range of markets - reasonable cost cons - suffer from lack of selectivity - poor production quality - clutter - lack of depth+ follow-up on important issues

How can marketers plan and organize their efforts as they embrace a social publishing strategy?

• Editorial calendar: provides overview of all content planned by day+ by week over course of the plan o Tracks key dates +considers planned distribution for content throughout channels of social publishing o helps bloggers+ other content producers forecast time needed to manage content development process • twofold goal for social publishing: o 1) to increase exposure to brand's messages o 2) to use content to drive traffic to the brand's owned media • media plan: designates how campaign's creative content will be distributed to target audience using specific media vehicles (ex: radio, billboards) • media planner: sets specific goals for what is to be accomplished through ad placements in terms of audience reach, exposure to message,+ desired outcomes • marketers must determine what content to publish +where, then develop strategy to maximize exposure to content through search engine rankings+ social sharing

What is the role of social publishing in social media marketing?

• Enables marketers to distribute branded content • Content adds value +is relevant-> it's about providing something that ppl can participate in +share experience w/ others • content marketing: marketing technique of creating+ distributing valuable, relevant, +consistent content to attract +acquire a clearly defined audience o helps to bring consumers to brand's sites o emphasizes that brands should publish content in their owned media channels, but publishing in social channels can build awareness, influence brand attitudes, +help traffic to owned media • publishing in multiple places creates additional "opportunities to see" (OTS) for target audience +brand-controlled links to targeted site

linkwheel

• Linkwheels: increase # of links back to a site • SEO tactic o More links in wheel-> more links to hub site

What are steps in DATA approach to measurement?

• Measurement isn't optional-> necessary for orgs that are serious about adjusting their strategies +tactics to better meet objectives • DATA is 4 step measurement plan: o D-define: results that program is designed to promote o A- assess: the costs of the program+ potential value of the results o T- track: the actual results +link those results to the program o A- adjust: adjust the program based on results to optimize future outcomes

What is a metric? What's its role in social media marketing programs?

• Metric: specific standard of measurement • Defined within context- requires content to provide useful feedback • Metrics that are tied to objectives are key performance indicators • Metrics must be appropriate for objectives we set for campaign • Ex: # of unique visitors, page views, frequency of visits, avg visit length, +clickthrough rates-> may be irrelevant or simply fail to capture info appropriate to reasons we use them • Need to know degree of engagement ppl feel during+ after participation, interaction w/ brand, +how experiences influenced their feelings about brand o Try to collect #'s that are more diagnostic • Ex: measures of brand likeability, brand image, brand awareness, brand loyalty, brand affiliation, congruency, +purchase intent • Ex: Eight O' Clock coffee might have 20,000+ twitter followers but what does # tell us about how target audience feels about the coffee? • Metrics used may shift as campaign progresses • Matrix- framework that illustrates types+ characteristics of SM metrics: activity, interaction, +return metrics

Define

• Most critical task: define what we want to occur+ what need to measure • Define objectives of SM marketing campaign o Can vary dramatically from brand to brand Objectives include overarching issues: o 1) motivating some behavior from target audience • ex: visits to website or purchases of product o 2) influencing brand knowledge +attitudes • particularly among those likely to spread message to own networks o 3) accomplishing first 2 objectives w/ fewer resources than might be required w/ other methods • ex: if use Twitter to identify customer complaints early on +resolve them online-> can potentially influence attitude toward brand, inspire customer to share experience w/ others (WOM), + do so online (cheaper than using call center) • organizational objectives tie directly to applications it's selected o if SM used as customer service venue-> identify service-oriented results • SM is largely customer-drive-> need to view measurement from perspective of customers' investments in company

Assess

• Need to know something about costs+ values in order to calculate outcome measures-> identify investments required for specific activities +how to value outcomes • Costs need to consider: o Opportunity costs: • What else could employees/volunteers have done if weren't spending time contributing to brand's SM activity? o Speed of response: SM enable companies to identify crisis situations quickly+ respond quickly; can be difficult to quantify value of speed but know it's valuable o Message control: • Brands accept risk that its message will be shared or manipulated that might not want • Have to be willing to sacrifice control • Ex: Comcast Cares- grew from neg. tweet customers made about satisfaction

types of content

• Organic content: content that a person feels intrinsically motivated to prepare+ share • Incentivized content: encouraged by offer of an incentive o Ex: chance to win a contest, receive free merchandise • Call to action: term refers to direct request in marketing message for specific behavior o contribution is response • plug-ins: 3rd party applications that "plug in" to main site to add some form of functionality • consumer- solicited content (CSC): refers to invited but non-compensated citizen advertising o can be incentivized by sponsoring brand

SEO contd

• SEO is key tool for search engine marketing (SEM): refers to form of online marketing that promotes websites by increasing visibility of site's URL in search engine results, both organic +sponsored • When someone enters query, search engine turns to its index for best matches-> returns search results list to user o Results list includes organic results- listings ranked in order of relevance based on search engine's ranking algorithm +sponsored results (paid ad links)

How can social content be promoted?

• SM press releases+ Microblog posts: encourage sharing among interest ppl+ provide links to original content • social media press release: should have: o optimized title o good keywords+ tags o links to main site landing page o RSS feed options, share buttons o embeddable multimedia content that can be shared on several networks

search results

• Search results list from search queries leads w/ sponsored: paid; links o E-retailers pay for sponsored listings • Search results provide series of organic listings: sites that didn't pay to be listed o Based on search engine's model for delivering relevant search results • Preferable to earn organic results-> have no pay-per-click fees: fees a marketer pays when someone clicks on an online display ad • Organic results tend to generate more site traffic-> ppl view them as more credible referrals from search engine • Researchers use eye-tracking studies to help identify characteristics of search page that determine this • Golden triangle: space on screen where listings are virtually guaranteed to be viewed o Real value is in earning list rank that's on 1st page and preferably 1 of top 3 listings ranked • Search listings produced by search engines using indexed data+ algorithm that determines listing's relevance to search query

How do we assess the costs and benefits of a social media marketing program?

• Social media return on investment (SMROI) • Return on impressions model • Return on SM impact mode • return on target influence model • return on earned media model • Simple approach to assess costs+ value= develop cost-benefit analysis table • can calculate return on investment for maintain blog or could calculate Blog Value Index (BVI): simple equation that enables company to assess whether blog adds more value than it costs o if under 1-> blog costs $ o if >1-> blog yields a profit o cost of softwate+ hosting is assumed to be 0

How can a site be optimized for search engines?

• companies (ex: Google) use algorithm: mathematical formula; to decide which sites appear at top of search list • company changes formula on a regular basis by the company • SEO experts engage in constant contest to figure out algorithm+ then modify their sties to keep up w/ Google's changes

How do social media marketers utilize search engine optimization and social media optimization to meet marketing objectives?

• consumers utilize search engines to find info online • when publish content, should be optimized for search engines • want ppl to link to brand's site o form of referral o goal of SM optimization • linkage activity-> increases credibility of marketer's message (goal of social publishing) • sites that attract heavy traffic are valuable because: o 1) large # of visitors make it more likely the sponsor will benefit from a higher rate of conversion- ex: person browsing actually buys so he/she is converted from browser to buyer o 2) more "eyeballs" the site attracts-> more ad revenue the site can generate

Explain the 5 types of linkbait and why linkbaiting is important

• hook: used to position content for the target audience o increases likelihood that intended audience will click • resource hook: content written w/ intent to be helpful to target audience o common type in social news sites • contrary hook: refutes some accepted belief o challenging the belief incites ppl to read content if only to argue the point • humor hook: designed to show that content will entertain • giveaway hook: promises something for free; embeds a sales promotion, incentive offered to encourage specific behavior response in specific time period into the content • research hook: offers claim about something of interest

What are the different types of tags that are used by search engine optimizers to influence search engine indexing?

• meta tag: code embedded in webpage o visible to site visitors but only by viewing source code for page o 3 or 4 targeted keywords • title tag: HTML tag that defines page's title o no more than 12 words w/ at least 2 keywords • heading tag: HTML tag that's used to section+ describe content o includes keywords • title: headline- main indicator of page's content • URL: website address o Dynamic URLs: generated from scripts +change over time • Difficult for ppl to return to content later • Long tail keywords: multi-phrase search queries o More targeted than general keyword • off-site indicators: links from other sites as they index data o # of links to website from other sites, credibility of those sites, type of site promoting link, +link text (anchor text) • on-site indicators: coders optimize certain site characteristics o tinker w/ elements of site to make indexing more efficient +ensure that web crawlers will classify site the way developers intend o primary variable- keywords: tell bot what info to gather+ specify relevant topic • embedded in page's tags, title, URL, content • explain to the search engine when to deliver your site as search result • Links: building blocks of social publishing o More links to content-> higher ranking you'll receive during search engine query

Social Media optimization (SMO)

• process that makes it more likely for content on specific SM platform to be more visible +linkable in online communities o content is valuable+ engaging-> more sites will link to it+ ppl will share it, post it, rank it, tag it,+ augment it w/ own stories about brand o provides additional visibility for marketer's message o benefits social rankings-increases likelihood that other will link to it o focuses on earning organic links to content o employs tactics to increase likelihood that others will share+ promote content

citizen advertising

another way to describe marketing messages that actual consumers create o sometimes called participatory advertising: brands invite submissions, set mandatory guidelines+ specifications, +possibly provide participants w/ selected brand assets

Return on SM impact model

attempts to track coverage across media+ in different markets against sales over time o Requires statistical technique of advanced multiple regression analysis to analyze variables that might affect sales o *offers greatest potential for SM marketers • includes lagged measurements that control for time order of events taking place online • ex: timing of event in social world o promises to determine how sales can be attributed to each element in marketing mix+ to tactics within SM ad strategy o content generation+ consumption tracked+ assigned algorithm scores to dictate weight of relative influence

spokesbloggers

bloggers who post sponsored conversations as their sole reason to contribute to a conversation o might also participate in other paid forms of endorsement

linkbaiting

careful crafting of a title that markets the content

Cultural co-creation

co-created meanings fold back into the culture

Return on impressions model

demonstrates how many media impressions (opportunities to see from target audience) were generated by SM tactics employed o When brand buys ad space, it purchase opportunities for target market to be exposed to ad o SM provides impressions, BUT media space not purchased-> costs are diff. o Opportunity for exposure to brand message can be delivered as part of virtual world event, on social networking profile site, + w/ consumer-generated ads, product reviews, etc o Assume impressions lead to changes in awareness-> changes in comprehension-> attitude-> changes in behavior (sales) o Using % of ppl reached who purchase as way to calculate sales value-> can determine return on impressions by taking gross revenue estimated minus cost of SM ad program divided by cost of program

Content curation

developing a valuable form of content that draws from the collection of existing content o Value is in collection of group of items produced by others o Ex: curated pinterest board of top shoes for fall draws on other content but the value is in the collection

measurement map

displays types of branded messages produced+ distributed (ex: written vehicles- blog posts, white papers) +invitations for consumer engagement w/ brand, as well as online location for these materials; map should sketch out chain of potential touchpoints o should include online locations where content relating to brand may be distributed by others o ex: of opportunities to create measurement maps: • are there viral videos on youtube that highlight brand? Are there product reviews on sites like Epinions.com? • Are there blogs with brand icons +information posted? • Are ppl tweeting about the brand?

advertising messages

element of creative mix compromising what company plans to say in ads +how plans to say it (verbally or non)

The Judge

evaluates the results of experimentation +decides which approach is most practical o role is delicate o must be self-critical o purpose is to help produce good ideas o risk is important consideration

The Artist

experiments+ plays w/ variety of approaches, looking for original idea o Must accomplish 2 major tasks • 1) searching for big idea • aka visualization: most important in creating ad • creating mental pic of ad/commercial before any copy written or artwork begun • long, tedious process • review info gathered when explorers, analyze problem, search for key verbal/visual concept to communicate what needs to be said • big idea: bold, creative, initiative that builds on strategy, joins product benefits w/ consumer desire in fresh, involving way, brings subject to life, makes audience stop, look, listen • d something to material collected as explorers +give them value • transforming concept: adapt, imagine, reverse, connect, compare, eliminate, parody • 2) implementing it • where real art of advertising comes in- writing exact words, designing precise layout • art direction: act/process of managing visual presentation of commercial or ad o determines how ad's verbal+ visual symbols will together o along w/ graphic designers, production artists • art: refers to the whole presentation of ad/commercial o also refers to style of photography/illustration employed, way color used, arrangement of elements

indexed data

includes tags+ keywords derived from site content o when someone enters search query, search engine applies algorithm to determine sites that are most relevant to search query

An ad for Ariat brand boots covers the entire page and features a portion of a galloping horse stretched from inside edge to the outside edge of the page. What type of ad is Ariat using?

junior unit: large ad placed in middle of page +surrounded by editorial matter - 60% of page - less expensive way to use magazine space - place ad in unusual places on page or dramatically across spreads

inbound links

link chains to the content from search engine results, other websites, +SM communities

Social media return on investment (SMROI):

measures profitability in social media marketing o Answers question "How much income did our investments in social media marketing generate?" o Analysts proposed several ways to calculate that are appropriate to measure financial return on SM depending on objective that's relevant o Challenge: qualitative, viral, pervasive nature of outcomes of SM advertising o Investments in SM generate goodwill, brand engagement, +momentum, +analysts must define how those constructs will be assessed

Creative pyramid

model that can guide creative team as it converts ad strategy +big idea into actual physical ad or commercial

2 approaches to building links

o 1) publish related content+ links across other sites o 2) encourage other, unaffiliated sites to link to brand's content • using affiliate marketing • affiliate links: brand publishes related content w/ links back to main site among several branded sites +SM outlets

Constructing a baseline

o Baseline: a metric (expressed visually) that allows a marketer to compare its performance on some dimension to other things

content formats

o Blog posts+ feature articles o Microblog posts o Press releases o White papers, case studies, ebooks o Newsletters o Videos o Webinars +presentation o Podcasts o Photos

reverse tracking

o Conducted after activity/campaign has concluded o Uses residual data+ may include primary data collection (ex: surveys) to assess effects of campaign

coincident tracking

o begins during activity/campaign o can be effective- relies on residual data left at the point of interaction or point of sale o doesn't necessarily require unique tracking mechanism to be developed o interaction/outcome-oriented- tracking occurs only when ppl leave traces of activity or opinions o imperfect approach

forward tracking

o tracking mechanisms are developed prior to launching activity or campaign o most accurate approach- enables account team to develop mechanism for tracking exactly the data desired o measurement plan will be created as part of strategic SM campaign plan +tracking mechanisms identified up front o if org has set SMART objectives-> forward tracking already in place

counterfeit conversations

occur when org plants content that masquerades as original material a consumer posted o planned strategic marketing ploy o may be user-generated

The Warrior

overcomes excuses, idea killers, setbacks, +obstacles to bring creative concept to realization o Carries concept into action o Has to battle ppl within agency +often client too o Role is to turn agency account team into allies for presentation to client o Helps account managers present campaign to client o 5 key components: • strategic precision • savvy psychology • polished presentation • structural persuasion • solve the problem

White hats

play by rules of system; strive to provide good quality content w/ best use of keywords+ tags; earned links as reputable sites

Search engine optimization (SEO)

process of modifying content, site characteristics, +content connections to achieve improved search engine rankings+ how content is listed in response to search queries o important marketing task o allows marketers to develop+ publish content in ways that improve likelihood that search engines will rank sites well in response to search queries o focuses on higher organic search engine rankings o **all about increasing prominence of a site on search lists using on-site+ -site tactics

Who were "keyword entrepreneurs"?

primary readership

- # of ppl who buy publication by subscription or at newsstand

island halves

- 1/2 page ad surrounded on 2 or more sides by editorial material - designed to dominate page-> sold at premium price

script

- 2-column list - left side: speakers' names arranged vertically w/ descriptions of sound effects (SFX) +music - right side: dialogue- called the audio

Dummy

- 3D hand-made layout of a brochure or multipage ad piece put together page for page like finished product will appear - presents handheld look+ feel of brochures, multipage materials, or point-of-purchase displays - artist assembles by hand

How often must a newspaper be published to be considered a daily?

- 5 times a week either as morning or evening edition

what are the advantages+ disadvantages of radio as an ad medium?

pros - reach +frequency - selectivity - cost-efficiency - timeliness - immediacy - local relevance - creative flexibility cons - limitations of sound - segmented audiences - short-lived+ half-heard commercials - clutter

Discuss the roles of a copywriter +art director

- Copywriter: develops verbal message, the copy (words) within the ad - Works w/ art director: responsible for nonverbal aspect of message, design,+ determines look/feel of ad - Both work under supervision of creative director

The creative strategy has several other names. What are they?

- Creative brief - Work plan - Copy strategy - Copy platform

ch 8 In the advertising process, who are the creatives?

- Creative: ppl who work in creative department - Creative director: ultimately responsible for creative product (final ad) -> Typically former copywriter or art director - Copywriter+ art director

What is creativity?

- Creativity: Involves combining 2 or more previously unconnected objects or ideas into something new - Advertisers select agency specifically for its creative style +reputation for coming up w/ original concepts

What is AdSense? How does it work? What are its benefits?

- Google's other major ad program - websites that use this set aside a portion of pages for Google text ads - ads are selected by Google software +inserted automatically - advertisers pay google when web users click link +visit sponsor sites - owner of site gets revenue - has helped thousands of small-midsized sites/blogs to develop steady revenue streams - beneficial only if company has website that converts visitors into customers

what is HTML? How is it useful?

- Hypertext Makeup Language - protocol that allowed for relatively easy creation of web pages that can be easily linked to all kinds of content, including other web pages or sites

Why do most ads fail to resonate w/ the audience?

- Lack "big idea" - Fall down in execution - Copy may be uninspiring - Visual may be less than attractive - Production techniques used may be low quality - For consumer: ads are waste of time - Client's point of view: waste of $

For best results, where in the print ad should advertisers place their company logo or signature?

- Lower right-hand corner or across bottom of ad - Occupy 5-10% of the area

What is a message strategy?

- May occur before, during, or after creative process of searching for the big idea - Message strategy: document that helps media planners determine how messages will be delivered to consumers -> simple description+ explanation of an ad campaign's overall creative approach- main idea, details about how idea will be executed, +rationale -> Defines target audience, comm objectives that must be achieved, +characteristics of media that will be used for delivery of the message -> Helps creative team sell ad or campaign concept to account managers+ helps managers explain/defend creative work to client

The work of the copywriter and the art director is always subject to approval. The larger the agency and the larger the client, the more difficult the approval process becomes. What is the biggest challenge of the approval process for the copywriter and the art director?

- New ad first approved by agency's creative director - Account management team then reviews it - Client's product managers +marketing staff then review it -> Might change words or reject whole approach - Both agency's +client's legal departments examine copy+ art for potential probs - Advertiser's top executives review final copy+ text

Model of creative thought is a process that generally follows 4 stages:

- Preparation- thinking about prob +what's needed to solve it - Incubation- thought about problem that occurs subconsciously - Illumination- potential solutions that pop into awareness as result of incubation - Verification- determining which solutions might work

which method of buying ad time on radio is most similar to ROP in newspaper advertising

- ROP: Run of paper advertising rates: allows newspaper to place given ad on any newspaper page or in any position it desires

audience resonance

- Resonate: echo, reverberate, vibrate, boom, ring, chime - Gets attention immediately, captures imagination- surprise element-> boom factor - Headline resonates-> becomes part of daily language

Name the basic rules of the layout that an artist must follow when creating an ad

- a design in balance - space w/in ad that's broken up into pleasing proportions - directional pattern that's evident so reader knows in what sequence to read - force that holds ad together +gives it unity - 1 element or 1 part of ad that has enough emphasis to dominate others

insert

- ad or brochure that advertiser prints +ships to publisher for insertion into magazine/newspaper

preprinted inserts

- ads printed in advance by advertiser +delivered to newspaper plant to be inserted into specific edition - inserted into fold of newspaper+ look like separate smaller section of paper

The IAB originally define an impression as "an opportunity to deliver an advertising element to a web site visitor." What is the problem with this definition?

- advertiser isn't guaranteed that a user will ever see an ad - ppl often click away to some other site before the requested ad ever comes up

institutional copy

- advertiser tries to sell idea/ merits of org/service rather than sales features of particular product - intended to lend warmth/credibility to org's image - used by banks, insurance companies, public corporations, large manufacturing firms

On what basis do most advertisers on network TV buy their advertising?

- advertisers buy ads based on viewing audience of each program - convenience+ efficiency-> can broadcast messages simultaneously across many affiliate stations throughout country - can reach masses of consumers representing a cross-section of the pop - sponsorship: advertiser responsible for both program content+ total cost of production - participation basis: several advertisers buy small segments of time w/in a program

network radio

- advertisers might use 1 of national radio networks to carry message to entire national market simultaneously via stations that subscribe network's program - provides national +regional advertisers w/ simple administration +low effective net cost per station

cover position

- advertising space on front inside, back inside, or back cover pages of publication - usually sold at premium price

barter syndication

- aka advertiser-support syndication - off-network or first-run programs offered by producers to local stations free or for reduced rate but will some of ad space pre-sold to national advertisers ex: Ellen, Wheel of Fortune

musical commercial

- aka jingle - sung w/ sales message in verse

slice of life commercial

- aka problem solution - dramatization of real-life situation where product is tried+ becomes solution to problem - always concludes w/ pos outcome - key is simplicity - mnemonic device: gimmick used to dramatize product benefit +make it memorable ex: Aflac duck

slogan

- aka themelines/taglines - standard company statement for ads, salesppl, company employees - have 2 basic purposes: provide continuity for campaign+ reduce key theme/idea to brief memorable positioning statement ex: Wheaties- "breakfast of champions"

ch 10 Discuss 6 benefits an advertiser can receive by incorporating magazine media into creative mix used for advertising

- allow advertisers to reach particular target audience w/ high-quality presentation - flexible design options - prestige - authority - believability - long shelf life

what advantage does a distributed network offer that a centralized network doesn't? Define both terms

- allows for continuous communication even if some connections stop working - no single participant controls content

question headline

- asks a q +encourages readers to search for answer in body of ad

- asks customers to do something +tells them how to do it - action step in ad's copy

List and briefly describe the 4 basic forms of headlines described in the text

- benefit - news/ information - provocative - question - command

lead- in paragraphs

- bridge between headlines, subheads, +sales ideas presented in text - transfers reader interest to product interest

How has broadband changed the way ppl access the internet?

- broadband: type of digital transmission that enables single wire to carry multiple signals simultaneously - faster web access+ quicker data uploads/downloads - consumers are more likely to supplement media usage w/ digital media

ch 11 Differentiate between broadcast TV+ cable TV

- broadcast tv: news+ entertainment medium -> ideal for building image for advertisers' brands -> VHF (very high frequency) stations- channels 2-13 -> UHF (ultrahigh frequency) stations- channels 14+ above -> stations operate as independents unless affiliated w/ national networks - cable tv: initially carried signals by wire to areas w/ poor reception -> advent of TV signals, proliferation of channels, introduction of uncut first-run movies via premium cable channels (HBO) -> full array of regional channels+ access to premium services -> most channels are privately owned+ operated

vertical publication

- business publications aimed at ppl in specific industry - covers specific industry in all aspects

horizontal publication

- business publications that deal w/ particular job functions across variety of industries

Print advertising uses many standard subjects for ad visuals. List 5 of them

- capture reader's attention - clarify claims made by the copy - identify the brand - show the product actually being used - convince reader of the truth of the copy claims

SM ch 6 What is social publishing?

- channels that allow people+ orgs to publish content -> Relies on owned media +earned media online to reach goals

distributed network

- characterized by many different hubs+ links-> allows continuous communication even if some connections stop working

dialogue/monologue copy

- characters illustrated in ad do selling in their own words

Brands can monitor

- clickthroughs: # of ppl exposed to an online ad or link who actually click on it - sales conversions: # of ppl who click through who go on to purchase the product - viewthroughs: # of ppl who are exposed +don't click through, but later visit brand's website

bleed

- color, type, or visuals of ad extends to edge of page - magazines charge 10-15% more for them

media mix

- combo of media types that work together to most effectively deliver an advertiser's message

categories of magazines

- content- consumer, farm, business - geography- local, regional, national - size

display ads

- copy, illustrations or photographs, headlines, coupons, +other visual components - reading notice (advertorials): looks like editorial matter +can cost more than normal display ad - co-op advertising: sharing of ad costs by manufacturer +distributor or retailer

List 4 major classifications of newspaper advertising

- display - classified - public notices - preprinted inserts

Social bookmarking sites

- enable shared links+ form of content quality ranking o Save your bookmarks online so they're always available wherever you have online access o Can be shared +collective intelligence can promote bookmark to other interested member o Users can share material from around Internet w/ each other o Size+ influence of user's network affects ultimate influence of resource in question

what are some disadvantages of magazine advertising?

- expensive, especially for color ads - difficult to reach large audience quickly+ frequently -> only come out monthly, weekly - heavy advertising competition

off- network syndication

- former popular network programs (reruns) are sold to indiv stations for rebroadcast

What are the characteristics and benefits of a well-designed company web site?

- help visitors find info quickly+ efficiently - layout of site matches closely w/ scanning pattern commonly observed among web page readers - scanning pattern- "F" - colors+ photos are carefully chosen to enhance layout, attract users, guide their gaze through the page

List the 3 reasons why art directors use layouts

- helps both agency+ client anticipate how ad will look +feel -> provides client w/ tangible item to review, correct, change+ approve - helps creative team develop ad's psychological elements: nonverbal+ symbolic components -> advertisers want ads to create personality for product +build brand's equity w/ consumer - once best design is chosen, layout serves as blueprint -> shows size +placement of each element -> becomes roadmap that guides creation of final execution

Discuss the disadvantages that are associated w/ broadcast TV advertising

- high production cost - high airtime cost - limited selectivity - brevity - clutter - zipping+zapping

define TV prime time?

- highest level of TV viewing - 8pm-11pm - mostly adults

comprehensive layout (comp)

- highly refined facsimile of the finished ad - general very elaborate w/ colored photos, final type styles +sizes, subvisuals, +glossy spray coat - copy is typeset on computer +positioned w/ visuals - ad is printed as full-color proof - prepared so advertiser can gauge effect of final ad

secondary readership

- how many ppl read single publication

centralized network

- how media content was traditionally delivered - hub (TV station) newspaper publisher, or cable company distributes content to many receivers - if hub knocked out, receivers left without info

why would an advertiser choose to use a bleed page?

- include greater flexibility in expressing advertising idea - slightly larger printing area - more dramatic impact

news/information headlines

- includes many of "how-to" headlines - seek to gain identification for their sponsors by announcing news or providing promises of info - info must be believable

Explain the difference between informational ads+ transformational ads

- informational ads: resonate because consumer perceives brand offers credible solution to signif problem -> motives are positively originated as consumers pleasant experiences, intellectual stimulation, or social approval - transformational ads: use positive reinforcement to offer reward

Where are ad networks? What are the advantages +disadvantages of ad networks?

- internet equivalent of media rep firm - act as brokers for advertisers+ websites - pool thousands of web pages together +facilitate advertising across these pages pro - allow advertisers to gain max. exposure by covering even small sites con - type of advertising is more difficult to monitor - each site must be watched for traffic+ content-> creates probs when trying to calculate costs

What is the simplest definition for viral marketing?

- internet version of word-of-mouth advertising email

What are the 4 basic format elements used to construct long ad copy

- lead-in paragraphs - interior paragraphs - trial close - close

Taco Bell introduced its new menu "to keep your wallet and your stomach full." The ads featured people exiting Taco Bell and proclaiming, "I'm full!" What type of a TV commercial is this an example of?

- lifestyle or demonstration?

discuss the disadvantages that are associated w/ cable tv advertising?

- limited reach - fragmentation - quality - zipping+ zapping

What are the main characteristics of sponsored links?

- links that are sponsored by the search engine used - 3 important characteristics: - advertisers don't pay for impressions- pay only when user clicks on link+ visits sponsor's site - amount an advertiser owes for each click is determined in an auction- companies bid for keywords - google benefits from targeted nature of search

gatefold

- magazine cover or page extended +folded over to fit int magazine

Black hats

- manipulate the system by utilizing several tactics considered unethical in realm of SEO (search engine optimization); Spam websites w/ links • Keyword things+ place in keywords in hidden text • Utilize gateway pages: pages that real visitors are directed passed • Cloaking: display of misleading content to search engines • Link farms: groups of websites that link to each other +pages w/ unrelated links for purpose of creating more links to targeted pages

What are the advantages of broadcast TV in advertising?

- mass coverage - relatively low cost - some selectivity - impact - creativity - prestige - social dominance

Briefly describe the group that watches the most broadcast tv

- middle-income, high school-educated individuals+ their families

TV is often included in an IMC approach to advertising. If an advertiser wanted to promote its brand, what advantage would TV offer in achieving this goal?

- narrowcasting ability of cable tv-> highly selective - tv now affordable for small local advertisers -> most cost-effective way to deliver certain messages to large, well-defined audiences - brand meaning: symbolism or personality of brand -> can attract ppl to brand - tv is good leverage tool -> ppl can respond to commercial

spot radio

- national advertisers' purchase of airtime on individual stations - buying spot radio affords advertisers great flexibility in their choice of markets, stations, airtime, +copy - can put commercials on air quickly

classified ads

- newspaper, magazine, internet ads that provide community marketplace for goods, service, opportunities of every type - newspaper's profitability relies heavily on large classified section

public notices

- newspapers carry for nominal fee - tell about legal changes in business, personal relationships, public gov reports, notices by private citizens/orgs,+ financial reports

What are the disadvantages of using digital advertising media?

- not a mass medium - can be considered too complex, too cumbersome, too cluttered, or not worth time+ effort - not controlled by an single entity-> no one to hold accountable - security still problem for some - not possible to identify constant set of strengths+ weaknesses

straight announcement commercial

- oldest type of radio+ TV commercial - announcer delivers sales message directly into microphone or on-camera or does so off-screen while slide or film is shown on-screen - adaptable to almost any product or situation - radio- can be integrated as integrated commercial: woven into show to avoid interruption - tv- voice-over: voice is heard but announcer isn't seen

command headline

- orders reader to do something

layout

- overall orderly arrangement of the elements of an ad

what is PageRank? Briefly explain how it works

- owned by Google - analyzes links+ relationships of internet sites to come up w/ rankings - when keyword entered in search, google looks for sites that mention the word - while doing this, google analyzes links to determine what sites are considerable credible - determines which sites should be listed relatively high in search-results listings - sites w/ especially popular or authoritative websites linking to them get higher pageranks

Why do portals want to keep visitors for as long as possible?

- portals: web pages that provide starting points or gateways to other resources on Internet - want to keep to create many opportunities for exposing visitors to ads or fee-based content - making $ at a portal involves attracting lot of ppl +keeping them around so they can see ads

What type of format traditionally produces the highest level of recall?

- poster-style format (picture-window layout or Ayer No. 1): layout that employs a single, dominant visual that typically occupies most of the ad's total area (between 60+ 70%) - next in ranking- ads that have 1 large pic +2 smaller ones -> intended to stop reader +arouse interest-> content must be interesting - headlines must also stop reader -> gain 10% more readership when below illustration - headline fills 10-15% of ad

tearsheet

- printed ad cut out +sent by publisher to advertiser as proof of ad's print quality and that it was published

demonstration commercial

- product is shown in use

signatures

- product or company's primary graphic identity - may be combo of graphic, symbol, logotype, slogan

coca-cola made an arrangement w/ network producers to show its products being used by characters in popular shows. Which promotional method was coca-cola using?

- product placement: paying fee to have product prominently displayed in movie or TV show

first-run syndication

- programs produced specifically for syndication market

benefit headlines

- promise audience that experiencing utility of product/service will be rewarding-> direct promise to reader - simple statements of product's most important benefits

provocative headlines

- provoke reader's curiosity-> will read body copy - stimulates q's +thoughts - danger is that readers won't read on - creative team designs visuals to clarify message or provide story appeal

local radio

- radio spots purchased by a local advertiser - can be either live or taped - must stations use recorded shows w/ live news in between

What is a short rate? How is it calculated?

- rate charged to advertisers who fail to fulfill amount of space for which they've contracted - calculated by determining difference between standard rate for lines run+ discount rate contracted

device copy

- relies on figures of speech- wordplay, humor, poetry, rhymes, great exaggeration, other ticks or gimmicks - help ppl remember brand

What benefit does a sponsored short message system (SMS) provide to marketers?

- represents largest inventory - end user doesn't need to own a smartphone-> any mobile device can receive texts

trial close

- requests for order that are made before close in the ad - gives opportunity to make buying decision early

animatic

- rough TV commercial produced by photographing storyboard sketches on film strip or video w/ audio portion synchronized on tape - used for testing purposes

storyboard roughs

- rough layout of TV commercial in storyboard form - presents artistic approach, action sequence, style of commercial

ch 12 what are computer protocols

- rules for linking +sharing info

syndicated programs

- sale of programs on station-by-station, market-by-market basis - producer deals directly w/ station rather than going through networks - "direct from factory" approach gives local tv stations more control+ greater profits - gives advertisers access to inventory (commercial time) - 3 types: off-network, first-run, barter

testimonials commercial

- satisfied customer/celebrity used to endorse+ tell how effective product is

web crawlers

- search engines use - aka spiders/bots - automated web programs that gather info from sites that ultimately form search engine's entries o crawl websites o follow all the links, site after site, collecting data until the link network is exhausted o after bolts gather info, they index it using labels the sites provide

subhead

- secondary headline that may appear above or below headline or in the text of the ad - kickers/overlines: subheads above the headline - underlines: subheads below the headline - longer+ more like sentences than headlines

What are the benefits of advertising on cable tv?

- selectivity - audience demographics - low cost - flexibility - testability

what is a keyword purchase? Briefly explain how a keyword purchase works

- single word that user inputs into an internet search engine to request info that's similar in subject matter to that word - advertisers may buy specific keywords that bring up their ads when a user's search request contains these words - may be purchased individually or in packages that factor in info categories/subcategories of search engine site

What are cookies? Why are Internet advertisers so interested in cookies?

- small pieces of info that get stored on your computer when you download certain websites - keep track of whether a certain user has visited a specific site before - allows website to identify returning users +customize info based on past browsing or purchase behavior - indicate frequency of visits, time of last visit, domain from which they're surfing -give marketers great insights into their campaigns on daily basis

Social news sites

- social communities that allow users to submit news stories, articles, +multimedia files so submissions can be shared w/ other users+ general public o enable way to share links to content+ promote content through community rankings o Focused on content distribution

logotypes

- special design of advertiser's name or product name that appears in all ads - aka signature cut - like trademark- gives advertiser's individuality +provides quick recognition at point of purchase

why do some advertisers prefer to buy spot announcements rather than buy advertising on a participation basis?

- spot announcements: run in clusters between programs - less expensive +more flexible than network ads-> can concentrate in specific regions of country - usually local businesses - involves contacting each station individually

Describe 2 basic types of newspaper formats

- standard size: measures 22" deep by 13" wide+ is divided into 6 columns - tabloid: 14" deep by 11" wide

picture- caption copy

- story is told through series of illustrations +captions rather than through copy block alone - useful for products w/ # of diff uses or come in variety of styles/designs

List the 8 basic formats for radio and TV commercials

- straight announcement - presenter - testimonial - demonstration - musical - slice of life - lifestyle - animation

List and briefly describe the 5 common body copy styles for print advertising

- straight- sell - institutional - narrative - dialogue/monologue - picture caption - device

narrative copy

- tells story - sets up prob+ creates solution using particular sales features of product - ex: Allstate "mayhem" ads

Describe a fact-based thinker

- tend to be linear thinkers - prefer to have facts+ figures- hard data- they can analyze+ control - not comfortable w/ ambiguous situations - like logic, structure,+ efficiency

straight sell copy

- text immediately explains/develops headline+ visual in straightforward attempt to sell product - appeals to prospect's intelligence - good for products that are difficult to use

body copy/text

- text of ad that tells complete story +attempts to close sale - comprises interest, credibility, desire, action steps

interior paragraphs

- text w/in body copy of ad where credibility +desire steps of message are presented - use language that stirs imagination - advertisers should support product promises w/ data, testimonials, +warranties -> convince customers of validity of product

headlines

- the words that will be read first+ are situated to draw the most attention - contain the words in the leading position of the ad - appear in larger type than other parts of ad

What is the difference between a rough layout and a thumbnail sketch?

- thumbnail sketch: very small, rough, rapidly produced pencil sketch that artist uses to visualize layout approaches w/o wasting time on details -> very basic -> blocks of straight or squiggly lines indicate text placement -> boxes show placement of visuals -> best sketches are further developed - rough layout: pencil sketch of proposed design or layout -> artist draws actual size of ad -> headlines+ subheads suggest final type style -> illustrations+ photos sketched in -> body copy may be simulated w/ lines or random gibberish -> agency may present to clients for approval

What are the concerns about behavioral tracking?

- too invasive - people don't believe they're tracked anonymously - want privacy

what is a TAP package

- total audience plan - radio advertising package rate that guarantees certain % of spots in better dayparts

seal

- type of certification mark offered by orgs - provide independent, valued endorsement for advertised product ex: Good Housekeeping Institute

What is the copywriter's role in creating a broadcast commercial?

- typically sets tone of commercial - establishes language that determines which visuals to use - pinpoints when visuals should appear

animation commercial

- use of cartoons, puppet characters, or demonstrations of inanimate characters that come to life in TV commercials - used for communicating difficult messages or for reaching specific markets (kids)

lifestyle commercial

- user is presented rather than product - typically used by clothing+ soft drink advertisers

presenter commercial

- uses 1 person/character to present product+ sales message - may be celebrities or experts - radio personality- person may deliver message in own style

What are the 2 columns in a TV script?

- video- L-> describes visuals+ production - audio- R-> lists spoken copy, sound effects, music

ch 9 Design

- visual pattern or composition of artistic elements chosen and structured by the graphic artist - how the art director chooses and structures the artistic elements of an ad

What is a landing page?

- web page that a person reaches when clicking on a search engine listing or ad - advertisers typically use to give consumers more relevant experience as it relates to the message from the advertising

Editorial calendar

provides overview of all content planned by day+ by week over course of the plan o Tracks key dates +considers planned distribution for content throughout channels of social publishing o helps bloggers+ other content producers forecast time needed to manage content development process

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