Comprehensive Study Resources for MKT 291 Exam Preparation

downsides to print advertising

long lead times

downsides to radio ads

short lifespan

television advertising is good for

mass marketing, gaining reach/credibility

what is a sales promotion?

Short term external promotion tactic designed to influence immediate purchase

sales promotions are meant to last for a _______ term

short

sales promotions are intended to influence an _______________ purchase

immediate

common sales promotion examples

free samples, coupons, price promotions, frequent user program, gift premium, contests

free samples

decreases purchase risk and encourages trial purchases

coupons

speeds up the decision to purchase

price promotion

a sale. discounting a product for everyone

frequent user program

reward customers for repeat business

gift premium

free gift with purchase

key elements of a contest

appropriate time length, appealing prize, requirement is reasonable to customer

benefit of sales promotions

balances demand and inventory, effectiveness is measurable, promotional costs vary with volume, reduces risk of first purchase.

public relations

the practice of managing the spread of information between an individual or an organization and the public

functions of public relations

promote goodwill and trust, lobby for the good of the company, promote positive brand image, manage publicity, maintain investor relations

public relation tools and tactics

creating press kits, speaking at events, sponsoring events, creating publications/newsletters, building relations with media, communicating with the public

benefits of public relations

free positive publicity, reaches wide audience, improves brand image

personal selling

Any form of direct contact between a salesperson and a customer.

personal selling stages

prospecting, preapproach, approach, presentation, close, follow-up

benefits of personal selling

Allows an individualised approach to selling to each customer

direct marketing

sales and promotional techniques that deliver promotional materials individually

advertising

an external connection that is paid for by the seller and promotes a product to potential customers

functions of advertising

inform, persuade, remind, reinforce

advertising media

the various means of spreading the message

Categories of advertising media

broadcast (television, radio), print, out-of-home, digital

downsides to digital advertising

not all demographic groups are online

radio advertising is good for

local ad targeting, running promotions

magazine advertising is good for

targeting the topic areas of the magazine

newspaper advertising is good for

local advertising, advertising upcoming events, promotions

out-of home advertising is good for

mass marketing in a specific area

direct mail advertising is good for

targeting a specific neighborhood or city

internet/digital marketing is good for

targeting those who search/shop online

what marketing media is increasing in use? what form is decreasing in use?

internet/online, newspaper

reach

the number of people who are exposed to an ad

impression

when an ad is displayed to a person (they dont necessarily need to be paying attention or even see it)

frequency

the average number of times the members of a defined market were exposed to an ad

effective frequency

the minimum number of times a person needs to be exposed to an ad for it to "make a difference"

CPM (cost per thousand impressions) equation

(Advertising cost/impressions generated) * 1000

waste coverage

the media coverage exceeds the targeted audience, reaches people who are not potential users

the aspects of the SUCCES model

simple, unexpected, concrete, credible, emotional, stories

examples of emotional characteristics in the SUCCES model

inspiration/passion, fear, humon, happiness

practical ways to add emotion to promotional methods

music, images, lighting

setting up an ad campaign steps

purpose, goals, location, format, time, length (how often), check (test)

integrated marketing communications

compiling the company's communications channels to deliver a message about the organization and its products

what does the AIDA model stand for

Attention, Interest, Desire, Action

what does attention mean in the AIDA model?

the customer becomes aware of the product through promotion

what does interest mean in the AIDA model?

the consumer wants to learn more about the product attributes

what does desire mean in the AIDA model?

the customer develops a positive view of the brand

what does action mean in the AIDA model?

the customer wishes to purchase the brand, looks at options and purchases

public relations advertising includes

need recognition, information search, evaluation of alternatives

personal selling sale promotion includes

information search, evaluation of alternatives, purchase

the promotional mix inlcudes

sales promotion, public relations, personal selling, direct marketing, advertising

what is SEO (search engine optimization)?

the practice of improving the quantity and quality of traffic to your website through organic search results

what does "organic" mean in SEO?

the traffic is a result of a natural search, not paid to show up as a search result

what does SERP stand for

search engine results page

why do marketers perform SEO on their websites

have their webpage included in as many search results in possible, appear at the top of SERP

the two tasks search engines are always performing

crawling, indexing

what is crawling?

search engines uses crawlers to visit each page and determine what data is contained

what is indexing?

search engines creating a list of the content stored online

what search engine has the highest market share?

google

google doesnt rank/return the entire website, but ________________

individual webpages

key factors for performing ON-SITE SEO

design, content, keywords and titles, page text, URLs, length, unique content, images, bouce rate/dwell time, page load time,

how do you add words to an image?

using HTML alt-text

bounces are:

someone visiting a site, then leaving without exploring other pages

dwell time:

how long a person stays on your site

why is page load time important?

google favors pages which load quickly

unique content is important becuase:

google looks for sites that dont have info which is repeated elsewhere

google favors pages that are (longer/shorter)

longer

the text of a URL is important because:

it gives the customer an idea of what the page actually contains

where should webpages include keywords?

in the first paragraph or first few sentances

different types of backlinks

natural, manufactured, self-created

natural backlinks

links from external sites that occur because someone who found web content on the linked-to page useful

manufactured backlinks

links you obtain through intentional link-building activities. comes from a reputable website

self-created backlinks

links that a marketer creates and embeds in places like forum posts, blog comments, online directory listings, or even online press releases

key factors for performing OFF-SITE SEO

link building, social media, brand mentions

a "click"

whenever a PPC ad is clicked on

CPC (cost per click)

the amount of money paid every time an ad is clicked

click through rate

the percentage of clicks to impressions

conversion

when web visitors take the desired action after clicking on an ad

landing page

the web page that a person reaches when clicking on a search engine listing or ad

call to action

a very clear indicator of what a marketer hopes the visitor will do

quality score

a Google metric that considers keyword quality, ads, and landing page experience. high quality scores result in higher SERP results and lower ad costs

the most popular online advertising model

pay per click

search engine marketing (SEM)

the practice of exploiting the searches that people do by showing them targeted ads that relate to their searches in the SERP

steps to a PPC ad campaign

1. Define the audience
2. Set an objective
3. Research the keywords
4. Build a landing page
5. Create the PPC ad
6. Set ad keyword bids and targeting options
7. Test the ad

differences between search ads and online display ads

search ads are text only and a result in a search, display ads are visual and show on other websites

most online display networks consist of:

advertising network, publishers, advertisers

fundamentals of a good ad

- Create visual interest to attract attention
- Communicate a compelling value proposition
- Invite action through and easy-to-see call to action
- Synchronize messages between the ad and the landing page

remarketing/retargeting

visiting a website, and seeing ads for this website as you explore other pages. uses cookies

cookie:

tracking data that gets stored on an individual's computer when they visit sites

top social media app

facebook

(younger/older) generations use a greater variety of social media networks

younger

this media platform has a short post lifespan, and is good for real time reporting

twitter

this platform is built for a younger audience, and well suited for products, companies, and other visual/artistic causes

instagram

anatomy of a platform

Profile, posts, friends/connections, followers, feed.

social media marketing

using social media platforms strategically to market a person, product, company, organization, or idea

social media marketing focuses on adding _______ to the brand

adding value

to create value for the company, a marketer must also provide value for ________________ on social media

the consumer

benefits of social media marketing

developing a loyal community, improving brand image, showing expertise/product quality, improving customer service, gaining feedback, boosting traffic, expanding sales, cutting costs, maintaining brand awareness