CH 12-13 Busi 2208 Final

What is the promotion mix also called?

The marketing communications mix.

What are the five traditional tools in the promotion mix?

Advertising, sales promotion, personal selling, public relations, and direct/digital marketing.

What is advertising?

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

What is sales promotion?

Short-term incentives to encourage the purchase or sale of a product or service.

What is personal selling?

Personal presentation by the firm’s sales force to make sales and build customer relationships.

What is public relations (PR)?

Building good relations with the company’s publics by obtaining favourable publicity, building a good image, and handling negative events or rumours.

What is direct and digital marketing?

Direct connections with carefully targeted individual consumers to obtain an immediate response and build lasting relationships.

Why has marketing communications changed so much?

Because consumers now control more of their media use, curate their own feeds, and interact with brands in more personalized digital ways.

What does “digital-first” mean in marketing?

Prioritizing digital channels over traditional media when building the brand and communicating with consumers.

What is the marketing trifecta?

Owned, earned, and paid marketing communications working together.

What is owned media?

Content and channels a company controls, such as its website, blog, email newsletter, or brand social accounts.

What is earned media?

Unpaid brand exposure gained organically through reviews, mentions, shares, reposts, and publicity.

What is paid media?

Media a company pays for, such as ads, sponsored posts, influencer placements, and promoted search results.

Why is earned media difficult to get?

Because the brand cannot directly control it and must earn it through valuable content or strong customer experiences.

Why should firms integrate owned, earned, and paid media?

To create a seamless customer journey and consistent brand communication.

What is consumer experience (CX) marketing?

A marketing approach focused on improving all customer interactions with a brand, not just making sales.

What is a customer journey map?

A tool for visualizing a customer’s interaction with a brand across different stages.

What are the major stages shown in a customer journey map from the slides?

Awareness, search/findability, research/reputation, purchase/conversion, and experience/advocacy.

Why is journey mapping important?

It helps marketers understand customer touchpoints and design better experiences across the journey.

What is content marketing?

Creating and distributing valuable, relevant, and consistent content to attract, engage, and retain a clearly defined audience.

What is the goal of content marketing?

To drive profitable customer action by providing useful and engaging content.

What is inbound marketing?

A strategy that attracts customers by creating valuable content and experiences rather than interrupting them.

Why is content marketing especially important in owned media?

Because content is the main way a firm attracts, informs, and engages audiences through channels it controls.

What does VISION refer to in content planning?

A framework for making content purposeful, strategic, and aligned with audience needs and business goals.

What is search engine optimization (SEO)?

The process of optimizing a website or web page to improve visibility in search engine results pages.

What does SERP stand for?

Search engine results page.

What is on-site or on-page SEO?

Optimizing a website’s own pages and content to rank higher and attract more relevant traffic.

What is off-site or off-page SEO?

Improving visibility through external means such as backlinks, social sharing, and online public relations.

How do search engines generally work?

They crawl content, index it, and then serve ranked results in response to user queries.

What is crawling?

When search engines discover content by following links and scanning webpages.

What is indexing?

When search engines store and organize discovered content so it can appear in search results.

What is serving in search engines?

The process of delivering the most relevant indexed results to a user’s query.

Why are keywords important in SEO?

They help search engines understand the topic of content and match it to relevant searches.

How should marketers choose good keywords?

By focusing on relevance, user intent, competitiveness, and terms their target audience actually searches.

What is a content gap analysis?

Comparing competitor content with your own to find keyword or topic opportunities you are missing.

Why is a backlink audit useful?

It helps marketers understand the quantity and quality of links needed to compete in search rankings.

What is technical SEO?

Optimizing the technical structure and performance of a site so search engines can crawl, index, and rank it effectively.

Why is page speed important for SEO?

Slow-loading pages hurt user experience, reduce conversions, and can weaken rankings.

How can a company improve site speed?

By compressing images, optimizing code, and using caching and other performance improvements.

Why is mobile responsiveness important in SEO?

Because many searches happen on mobile devices, and poor mobile performance hurts user experience and rankings.

What is duplicate content in SEO?

The same or very similar content appearing on multiple pages, which can confuse search engines.

What is a canonical tag?

A tag that tells search engines which version of duplicate content should be treated as the main one.

What is indexability?

The extent to which a page can be crawled and included in a search engine’s index.

What is robots.txt used for?

To tell search engines which pages or sections of a site should not be crawled.

Why does site architecture matter for SEO?

A clear site structure makes it easier for users and search engines to navigate the website.

Why is internal linking important?

It helps users move through the site and helps search engines discover and understand related pages.

What is an XML sitemap?

A file that lists important pages on a site to help search engines crawl them more effectively.

What on-page elements are commonly optimized for SEO?

Page titles, header tags, body copy, and image alt text.

What is search engine marketing (SEM)?

Using paid search advertising to appear in search results and drive traffic.

How is SEM different from SEO?

SEM usually involves paid visibility, while SEO focuses on earning organic rankings.

What is a search ad?

A paid ad that appears in search engine results when users search relevant keywords.

What is pay-per-click (PPC) advertising?

A model where the advertiser pays each time a user clicks the ad.

Why are search ads valuable to marketers?

They reach consumers with high intent at the exact moment they are searching for something relevant.

What is social media marketing?

Using social platforms to connect with audiences, build awareness, drive engagement, and support business goals.

What is a major advantage of social media marketing?

It allows targeted, interactive, two-way communication with audiences.

What is another key advantage of social media marketing?

It can build community, brand engagement, and fast content sharing.

What is a challenge of social media marketing?

Brands have less control over conversations because consumers can publicly respond, criticize, or share opinions.

What is another challenge of social media marketing?

Content moves quickly, so brands must respond fast and stay relevant.

Why is engagement important on social media?

Because likes, comments, shares, saves, and watch time often signal relevance and help content spread.

What are the main steps in creating a social media marketing campaign?

Set objectives, define the audience, choose platforms, create content, schedule and launch, then measure results.

Why must marketers choose platforms carefully in social media campaigns?

Because each platform has different audiences, content styles, and algorithms.

What is mobile marketing?

Marketing conducted through mobile devices such as smartphones and tablets.

Why is mobile marketing so important today?

Because consumers spend large amounts of time on mobile devices and often use them during the buying process.

What is app-based marketing?

Using branded apps or ads within mobile apps to engage consumers.

What is location-based marketing?

Targeting users with messages based on their geographic location.

What is geo-aware marketing?

Using a user’s device location to deliver ads or recommendations within reach.

What is proximity marketing?

Targeting users within a defined perimeter around a location, often through geofencing.

What is geofencing?

Creating a virtual boundary around a location so marketers can trigger messages when users enter the area.

What is geo-conquesting?

Targeting consumers near competitors’ locations to attract them to your brand instead.

What is an example of a mobile search ad benefit?

Features such as click-to-call or instant directions improve convenience and response.

What is SMS marketing?

Sending promotional or informational text messages directly to consumers’ phones.

What are QR codes used for in mobile marketing?

To quickly connect users to websites, offers, social profiles, contact options, or other digital content.

What is in-game mobile advertising?

Ads shown within mobile games, such as pop-ups, banners, or full-screen placements.

What are mobile wallets in marketing?

Apps like Apple Wallet that store offers, coupons, or passes for easier customer use.

How can augmented reality be used in mobile marketing?

By letting customers virtually try, place, or experience products through their phone.

Why is local marketing attractive to firms?

Because nearby prospects are often more ready to act or buy.

What is marketing analytics?

The tools, technologies, and processes used to find meaningful patterns in data and measure marketing performance.

Why do marketers use analytics?

To gain customer insights, improve decisions, and evaluate campaign effectiveness.

What is a KPI in marketing?

A key performance indicator used to measure whether marketing objectives are being achieved.

What are common digital marketing KPIs?

Impressions, reach, clicks, click-through rate, engagement, conversions, conversion rate, cost per click, and ROI.

What is a conversion?

A desired customer action, such as a purchase, signup, download, or inquiry.

What is conversion rate?

The percentage of users who complete the desired action.

What is click-through rate (CTR)?

The percentage of people who click a link or ad after seeing it.

Why are KPIs important in digital marketing?

They help marketers judge performance, compare channels, and improve future campaigns.

How can analytics improve future marketing efforts?

By showing what content, channels, audiences, and tactics produce the best outcomes.

What is the main goal of off-site SEO?

To show search engines that a website is authoritative and trustworthy through external signals.

What is the most important type of off-site SEO link?

Backlinks, which are links from other websites pointing to your site.

What is a guest-post link in off-site SEO?

A backlink earned by writing content for another website and linking back to your own site.

What are harmful links in off-site SEO?

Low-quality or suspicious backlinks that can hurt a site’s authority and should be removed or disavowed.

What are good-but-broken links in off-site SEO?

Valuable links that point to broken pages and should be fixed so the site keeps that link equity.

What are common types of search engine ads?

Search/text ads, shopping ads, display ads, and remarketing ads.

What is a search or text ad?

A paid ad that appears on a search engine results page when a user searches relevant keywords.

What is a shopping ad?

A search ad format that usually shows a product image, price, store name, and product details.

What is a display ad?

A visual ad shown across websites, apps, or platforms in a search engine’s display network.

What is a remarketing ad?

An ad shown to people who previously visited a site or interacted with a brand but did not convert.