CH 13 - Digital and Social Platforms

similarity

the principle that elements sharing similar attributes (e.g. shape, color, size, texture) are perceived as part of the same group; enhances structure by creating a sense of uniformity and consistency

regularity/continuity

the degree to which elements follow a consistent pattern or structure, making the design predictable and structured; fosters perceptions of order and control

symmetry

arranging similar colors, image types, or visual elements around a central vertical axis can create a balanced and cohesive look without requiring exact duplication

first party cookies

created by the same website the user is visiting; collect data and payment method preferences, form information like username and password, products stored in cart, etc.

third party cookies

created by a domain other than the one the user is visiting; generally used for marketing and advertising purposes

addressability

the ability of the marketer to identify customers before they make a purchase

interactivity

the ability of customers to express their needs and wants directly to the firm in response to its communications

accessibility

the ability for marketers to obtain digital information

connectivity

the ability for consumers to be connected with marketers along with other consumers

control

the customer’s ability to regulate the information they view as well as the rate and exposure to that information

paid media

content you pay to place in front of an audience as an ad or sponsorship

owned media

content you create and control (ex. Facebook page, website)

earned media

content others create about you (ex. reviews, Instagram posts)

programmatic ad buying

the use of software to buy digital advertising; uses machines and algorithms to purchase display space

cross device targeting

delivering advertising to consumers across their multiple platforms and devices