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Intro to Marketing Rudelius Ch 19: Social Media
Kerin, Hartley, Rudelius 12th edition
14
Marketing
Undergraduate 2
05/11/2015

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Term
social media
Definition
online media where users submit photos, comments, videos - often accompanied by feedback by other users
Term
social netwrok
Definition
a single social media website, e.g. Facebook, YouTube
Term
Web 2.0
Definition
since 2004 the web content is not viewed as work of individual authors, but rather as collaborative work where anyone can, edit, add and modify
Term
UGC
Definition
user generated content - online media content that is publicly available and created by end users outside of professional organizations
Term
social media classification
Definition
1. by media richness - degree of acoustic visual and personal contact between users
2. self-disclosure - amount of personal information that is typically provided
Term
CPM
Definition
cost per thousand (mil) - counts every time the ad is served (loaded and displayed)
Term
CPC
Definition
cost per click - for every time someone clicks on the ad, Google AdWords, AdSense
Term
CPA
Definition
click per action- every time someone ends up buying a product
Term
CPL
Definition
cost per lead
Term
CTR
Definition
click-through-rate = number of clicks/ number of times ad was served
Term
smart system
Definition
convergence of real and digital world, computer-based network triggers action according to changes sensed in real or digital world
Term
apps
Definition
small, downloadable software programs for smartphones or tablets
Term
mobile marketing
Definition
marketing activity through several Internet networks to which consumers are continuously connetected through mobile devices
Term
RFID
Definition
radio frequency identification - allows product identification from a larger distance than bar codes
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