Shared Flashcard Set

Details

E-Marketing
chapters 5-7
29
Marketing
Undergraduate 4
10/07/2013

Additional Marketing Flashcards

 


 

Cards

Term
Do Marketer Media options depend on brand objectives?
Definition
True
Term
What is least effective one for promoting loyalty was _____
Definition
Print
Term
Tv best for
Definition
Generating awareness
Term
Print Best for
Definition
Creating familiarity
-Good for promoting consideration
Term
Online best for
Definition
Promoting consideration, driving purchase intent
Term
Complex media =
Definition
Complex results
Term
Media Options for stages of where customer is at
Definition
Initial Consideration set > Company - driven Marketing
Active evaluation > Past experience
Closure > Experience of peers
Term
Brand Equity
Definition
set of associations that allows it to earn more and have sustainable advantage
Term
Brand awareness
Definition
Remember seeing/hearing
Term
Brand Image
Definition
Favorability, strength, uniqueness
Term
Strong Brand Development
Definition
- Interactivity
-Attention and engagement
- Targeted Marketing
- Information Driven Marketing Programs
- Integrated with offline brand-building
Term
Review slide 25 of chapter 5
Definition
*Slide*
Term
Viral Videos
Definition
Good For building awareness
Term
Interactive videos , customer testimonial
Definition
Closure stage (Good for)
Term
Webinars, demos
Definition
Consideration stage (Good For)
Term
4 elements of video marketing strategy
Definition
1. Publish
2. optimize
3. promote
4. analyze
Term
What makes a video effective?
Definition
1. Compelling Stories
2. Content relevant to audience
3. Creative process - no firm rules
Term
What makes good video content?
Definition
-Decide what type of content
-Clear marketing objectives
-Understand target audience
-develop relevant content
-integrate, disseminate it across channels
Term
Optimize for video search visibility by...
Definition
Using relevant keywords-title
Text Wherever possible
Tag, Description, anything else site allows
Good TItle
Optimize Video and Page URLs
Encourage user ratings
Consider submission services
Keep it brief
Term
Ways to promote your video
Definition
Post on all channels
Reach out to business partners
Be active in social space
Term
Measurement of Video Efficency
Definition
Completion rates, fast forwards, abandonment, comments, ratings, placements, posted by others, mashups, parodies
Term
placements
Definition
number of times the video is posted with unique URL
Term
Types of online ads
Definition
Display ads
search ads
ads on social and mobile networks
Term
Types of Targeting
Definition
Data-driven demographic
Behavioral
Contextual
Channel
Geographic
Re-Targeting
Term
Which type of targeting is best?
Definition
Behavioral Targeting
Term
Types of Behavioral Targeting
Definition
Targeting Identifies Users
Targeting Unidentified users
Targeting W Predictive Models
Specialized databases > Specific Behavoriors
Term
Other Acquisition Techniques
Definition
Events, publicity, affiliate, portal and viral marketing
Term
Affiliate Marketing
Definition
Other sites link to yours to sell mercy
Afflilate sites receive traffic not likely to get otherwise
Low costs, but limits to success
Term
Portal Marketing
Definition
Preferred placement on specific pages on a larger site
Not as common now as early in web
Can be effective in reaching a specialized target audience
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