MGT 6311 MIDTERM STUDY GUIDE
Shift in marketing mix - Answers -Reach, effectiveness, and efficiency
goal of marketing - Answers -to create a product/service that sells
GOST hierarchy - Answers -Goals, Objectives(specific metrics), Strategies, tactics aka
hierarchy towards achieving goals
5 C's - Answers -Customer, competitors, collaborators, company, context
Customer marketing model - Answers -Awareness
Interest/Engagement
Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
RFM - Answers -recency, frequency, monetary value (as a customer persona)
Buyer journey - Answers -Discovery (loosening of status quo, committing to change)
Consideration (Exploring possible solutions & committing to a solution)
Decision (Justifying the decision, making the selection)
The 5 P's - Answers -Core components associated with a mktg mix:
Price
Product
Promo
Place
People
Porter's 5 forces - Answers -designed to consider competitive implications for an org
within context of consumer behavior.
Power of customer, threat of new entrants, threat of substitutes, power of supplies
- All circle into: competitive rivalry within industry
4 components to define a holistic strategy - Answers -1. define the mission behind dig.
mktg efforts
2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI
Programmatic ad buying - Answers -use of software to buy digital advertising.
What are goals of display ad? - Answers -Build brand awareness
, Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
Avg CTR - Answers -1.91% on search network, but just .25% on display network
Dwell duration - Answers -Length of time a user remains exposed to an ad after first
engaging with it
Type of ad more likely to be viewed - Answers -Vertical ads (above the fold)
When is a display ad considered view able? - Answers -When 50% of an ads pixels are
in view on the screen for a minimum of one second. better to have multiple senses, like
sound and video
Dynamic creative optimization - Answers -to increase engagement - create targeted
ads down to an individual viewer level
Contextual ads - Answers -shown based upon a webpages ad copy and ads
associated tags to create a symbiosis of relevance. like a marriott or trip advisor page
Ad network - Answers -serves as an intermediary between advertisers and websites
that have opted in. help publish ads at scale, manage pricing, help geo-target and
provide useful analytics
Ad exchange - Answers -where unsold ad space is placed by publishers and then bid
on by advertisers
CPM - Answers -Cost per mille (1,000 impressions)
Most common; pricing depends on popularity of the site - sites w/ more traffic tend to
cost more
CPC - Answers -Cost per click - other most common
CPA - Answers -Cost per acquisition - payment made based upon an action taken after
user has clicked an ad and visited the advertiser's site. rarely used for display
Fixed cost/flat rate - Answers -per time interval. usually smaller sites. owner offers a
fixed amount of ad space for a fixed fee based upon a period of time
Pay per click (paid search advertising) - Answers -advertising for which the advertiser
pays only for each click on their advert
CTR - Answers -total clicks on link/# times ad has been shown
Shift in marketing mix - Answers -Reach, effectiveness, and efficiency
goal of marketing - Answers -to create a product/service that sells
GOST hierarchy - Answers -Goals, Objectives(specific metrics), Strategies, tactics aka
hierarchy towards achieving goals
5 C's - Answers -Customer, competitors, collaborators, company, context
Customer marketing model - Answers -Awareness
Interest/Engagement
Acquisition
Customer Segmentation
Customer Retention
Support/Advocacy
RFM - Answers -recency, frequency, monetary value (as a customer persona)
Buyer journey - Answers -Discovery (loosening of status quo, committing to change)
Consideration (Exploring possible solutions & committing to a solution)
Decision (Justifying the decision, making the selection)
The 5 P's - Answers -Core components associated with a mktg mix:
Price
Product
Promo
Place
People
Porter's 5 forces - Answers -designed to consider competitive implications for an org
within context of consumer behavior.
Power of customer, threat of new entrants, threat of substitutes, power of supplies
- All circle into: competitive rivalry within industry
4 components to define a holistic strategy - Answers -1. define the mission behind dig.
mktg efforts
2. derive the digital strategy
3. define the interaction strategy across cust. lifestyle
4. measurement & improve ROI
Programmatic ad buying - Answers -use of software to buy digital advertising.
What are goals of display ad? - Answers -Build brand awareness
, Increase share of voice
Create consumer demand
Inform consumers
Build brand loyalty
Drive response and sales
Avg CTR - Answers -1.91% on search network, but just .25% on display network
Dwell duration - Answers -Length of time a user remains exposed to an ad after first
engaging with it
Type of ad more likely to be viewed - Answers -Vertical ads (above the fold)
When is a display ad considered view able? - Answers -When 50% of an ads pixels are
in view on the screen for a minimum of one second. better to have multiple senses, like
sound and video
Dynamic creative optimization - Answers -to increase engagement - create targeted
ads down to an individual viewer level
Contextual ads - Answers -shown based upon a webpages ad copy and ads
associated tags to create a symbiosis of relevance. like a marriott or trip advisor page
Ad network - Answers -serves as an intermediary between advertisers and websites
that have opted in. help publish ads at scale, manage pricing, help geo-target and
provide useful analytics
Ad exchange - Answers -where unsold ad space is placed by publishers and then bid
on by advertisers
CPM - Answers -Cost per mille (1,000 impressions)
Most common; pricing depends on popularity of the site - sites w/ more traffic tend to
cost more
CPC - Answers -Cost per click - other most common
CPA - Answers -Cost per acquisition - payment made based upon an action taken after
user has clicked an ad and visited the advertiser's site. rarely used for display
Fixed cost/flat rate - Answers -per time interval. usually smaller sites. owner offers a
fixed amount of ad space for a fixed fee based upon a period of time
Pay per click (paid search advertising) - Answers -advertising for which the advertiser
pays only for each click on their advert
CTR - Answers -total clicks on link/# times ad has been shown
