Term
| Pros/Cons of Digital Advertising (13) |
|
Definition
Pros: Inexpensive, quick, targeted, measurable, easily interactive; engage a customer with audio visual tech; most flexible media
Cons: early failures scared them off; timid customers scared to use web due to low security; over saturation of websites on the net |
|
|
Term
| Marketers have moved from _______ marketing to ______, _____, and _____. (13) |
|
Definition
1) Mass Marketing
2) Category Marketing
3) Niche Marketing
4) Group or community marketing |
|
|
Term
|
Definition
| Customer Relationship Marketing: a management concept that organizes a business according to the needs of the consumer |
|
|
Term
|
Definition
| More effective cross selling and upselling from current customers; higher customer retention and loyalty; higher customer profitability; high response to marketing campaigns; more effective investment of resources |
|
|
Term
| 5 primary types of advertising in digital media (13) |
|
Definition
| search, online display, email marketing, social media marketing, and mobile marketing |
|
|
Term
|
Definition
| viable option for small advertisers with limited budgets |
|
|
Term
| Why use "Online display"? (13) |
|
Definition
| 2nd largest type of digital advertising - includes, banners, buttons microbars skyscrapers, etc. |
|
|
Term
| What is CTR (hint: banners, links, Google AdWords) (13) |
|
Definition
Click-through Rate
CTR = number of clicks / number of times it is seen |
|
|
Term
| Why use "Email Marketing"? (13) |
|
Definition
BEST form of direct marketing.
Cost effective
Most trackable
New Terms? Spam, Opt-in, Opt-out. |
|
|
Term
| What is the CAN-SPAM Act of 2003? (13) |
|
Definition
Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003;
Established requirements for those who send commercial email and gives consumers the right to ask e-mailers to stop spamming them |
|
|
Term
| What is "social media marketing"? Why use it? (13) |
|
Definition
Using sites like Facebook, YouTube to engage customers in a viral way.
Can pay per click, or pay per impression. Allows edgier and more consumer-produced content than broadcast media. TARGETED. |
|
|
Term
| What is "Mobile Marketing"? Why use it? (13) |
|
Definition
| The new tech to use. Smartphone apps are an example of marketers dream - allows lots of creativity. Try to find ways to not annoy customers though. |
|
|
Term
| Why use Digital Media in general? Should it be compliment to other media? (13) |
|
Definition
Can be stand alone, but generally compliment of campaigns.
TV + online messages = high credibility among large groups of people |
|
|
Term
| Three groups of people in digital media (13) |
|
Definition
1) casual surfers
2) entertainment/info seekers
3) online buyers |
|
|
Term
| Two things branding accomplishes in the online world (13) |
|
Definition
1) Gains awareness for the website itself
2) Gives high visibility on the web |
|
|
Term
| What is the role of digital media and marketing for the internet and commercial websites? (13) |
|
Definition
1) A source of DIRECT SALES
2) A source of ADVERTISING-SUPPORTED COMMUNICATION
3) A source of MARKETING AND PROMOTION INFORMATION
4) As builders of CONSUMER ENGAGEMENT |
|
|
Term
| DIGITAL MEDIA AND MARKETING RESEARCH: Primary benefits of internet marketing (13) |
|
Definition
| Gain information about individual buying habits and product preferences |
|
|
Term
| What are the 4 privacy concerns for the FTC regarding online policies? (13) |
|
Definition
1) Disclosure of what information is collected
2) Choice for customers to opt out
3) Access by customers to their personal information
4) Security standards for information use and access |
|
|
Term
| When is a better daypart time to reach those younger than 18? (13) |
|
Definition
|
|
Term
| When does use of the internet at work peak? (13) |
|
Definition
|
|
Term
| When does use of the internet at home peak? (13) |
|
Definition
|
|
Term
| Direct Response PROS (13) |
|
Definition
1) potential to reach any prospect on a geographically, product use, or demographic basis.
2) measurable medium for short term, sales related reponse
3) allows advertisers to personalize their messages and build ongoing relationships |
|
|
Term
| Direct Response CONS (13) |
|
Definition
1) higher cost per contact, especially in direct mail (printing, production, postage costs are rising)
2) prospect lists must be updated constantly at expense to advertisers to keep up with mobile population
3) Public and Gov't have privacy issues with direct-response industry - especially internet |
|
|
Term
| Three objectives of direct response marketing (13) |
|
Definition
1) Direct Orders (direct-response ads that are designed to induce a sale; all necessary info included).
2) Lead generation (designed to generate interest and provide prospective buyer with info on where to follow-up if interested)
3) Traffic generation (info conducted to motivate buyer to visit a business to purchase - all info, but no order form). |
|
|
Term
| 3 important features of direct response (13) |
|
Definition
1) targeted communication
2) measurable
3) personal |
|
|
Term
| What is the growth of direct-response directly attributable to? (13) |
|
Definition
| a CHANGING MARKETPLACE ; Moved from a MANUFACTURE-DRIVEN ECONOMY to one OWNED BY HUGE RETAILERS |
|
|
Term
| What is database marketing? (13) |
|
Definition
| Using computer technology, busineses are sorting through large amounts of data to look for new consumer insights, market segments, and patterns of behavior. |
|
|
Term
| What is data mining? (13) |
|
Definition
| More sophisticated research and data cross-checking; allows companies to enhance profitability by examining how they've been successful. |
|
|
Term
| What are behavior maps? (13) |
|
Definition
| predictive models used to predict future purchases. |
|
|
Term
| What are data warehouses? (13) |
|
Definition
| centralized company-wide data storage and retrieval systems. |
|
|
Term
| What is the key to CRM and the benefits of database marketing? (13) |
|
Definition
| provide info that helps a company maintain loyalty and profitability of its customers. |
|
|
Term
| What is the primary element in data mining? (13) |
|
Definition
| that the end result is a relationship beneficial to company + consumer |
|
|
Term
|
Definition
|
|
Term
| DRTV Marketers design their messages with what twofold purpose? (13) |
|
Definition
1) immediate sales
2) bringing prospects to a company's web and becoming regular users |
|
|
Term
| Most common (3) forms of DRTV: (13) |
|
Definition
1) 30 sec format with where-to-purchase tagline at end
2) 2 or 3 min commercial
3) infomercial |
|
|
Term
| What are the 6 DRTV advantages? (13) |
|
Definition
1) shows the product in use
2) create excitement for a product
3) immediate results
4) can be scheduled in fringe dayparts for significant discounts; production costs of most DRTV is less than a commercial
5) compliments retail sales
6) great technique for testing various product benefits and measuring sales |
|
|
Term
| NOTE: Direct-Res ads are sold on both a paid and PER INQUIRY (PI) basis. PI ads are good for companies with a great product but little capital. (13) |
|
Definition
|
|
Term
| Radio and Direct Response? (13) |
|
Definition
Not a major player. Serves as a valuable supplement.
Combo low commercial rates and tightly targeted audience composition can saturate prime prospects with frequently occurring ads |
|
|
Term
| Magazines and Direct Response? (13) |
|
Definition
| In TRADE and BUSINESS publications, DR is important. Magazine DR provides intimacy of direct response with tradition magz adverting virtures |
|
|
Term
| What is the oldest and most popular form of direct-response selling? (13) |
|
Definition
|
|
Term
| How has the internet impacted catalogs? (13) |
|
Definition
1) increasing # of companies come in with strong e-site or paper catalog sales.
2) costs are cut down
3) major problem trying to get customers to visit the cataloger's website. |
|
|
Term
| How can you move someone (4 ways) from a prospect to a buyer with catalogs? (13) |
|
Definition
1) The right product (product differentation SUPER IMPORTANT)
2) Exciting creative execution
3) Reach a targeted group of prospects (keep waste circulation at a minimum)
4) Fulfillment of customer service
50 Process of successful selling doesn't end with a single purchase |
|
|
Term
| Problems(2) with Direct Mail Advertising? (13) |
|
Definition
1) rising costs will decrease DMA
2) # of DMA coming to households makes competitive advantages very difficult |
|
|
Term
| What is a List Broker? (13) |
|
Definition
| an agent who rents the prospect lists of one advertiser to another advertiser. The broker receives a commission from the seller for this service |
|
|
Term
| What is a List compiler? (13) |
|
Definition
| A broker who obtains a number of lists from published sources and combines them into one list and then rents these lists to advertisers. |
|
|
Term
| What is a list manager? (13) |
|
Definition
| promotes clients lists to potential renters and buyers. The primary job for the list manager is to maximize income for the list owner by promoting the list to as many advertisers as possible. |
|
|
Term
| What is a service bureau and what do they do? (13) |
|
Definition
| improve the quality of lists (called "list enhancement") |
|
|
Term
| What is the most important step in "list enhancement"? (13) |
|
Definition
| merge/perge: removes duplicates of names to reduce mailing costs and goodwill of public |
|
|
Term
| What is a "lettershop"? (13) |
|
Definition
| a firm that address mailing envelopes, but inserts material stamps seals them and delivers them to post offices. |
|
|
Term
| What is a "response list"? (13) |
|
Definition
| list of those who have responded to direct-mailing |
|
|
Term
|
Definition
| steps taken to avoid oversaturation on consumer. |
|
|
Term
|
Definition
| sending false names out to track mail |
|
|
Term
| Most commonly tested e-mail elements in descending order of importance: (13) |
|
Definition
SUBJECT LINES
CALLS TO ACTION
DESIGN
BODY COPY
OFFERS
TIMING |
|
|
Term
| True or False: Direct mail testing can be expensive? (13) |
|
Definition
|
|
Term
|
Definition
| also called "bounce-back circulars" delivered to customers who are proven direct-marketing users |
|
|
Term
|
Definition
| direct mail pieces sent with other mailings |
|
|
Term
|
Definition
| sent with bills, at least seen |
|
|
Term
|
Definition
| airline, bus line, train ticket jackets |
|
|
Term
| cooperative (joint) mail advertising (13) |
|
Definition
| advert'rs join together and divide costs among themselves |
|
|
Term
| 2 problems with cooperative mail advertising (13) |
|
Definition
1) impersonal
2) difficult to reach specific customers through joint mailings |
|
|
