reach - ANSWER The number of people, households, or businesses in a target
audience exposed to a media vehicle or message schedule at least once during
a given time period
media plan - ANSWER - written document that summarizes objectives and
strategies that guide how media dollars will be spent
- goal: to find the most efficient and effective ways to deliver messages to a
targeted audience
frequency - ANSWER The average number of times an individual, house- hold, or
business within a particular target market is exposed to a particular
advertisement within a specified time period
cost per mille (CPM) - ANSWER aka cost per thousand, the dollar cost of
reaching 1,000 members of the media vehicle's audience
(cost of media / total audience x 1,000)
three types of continuity exposure patterns in a media schedule - ANSWER -
continuous
- pulsating
- flighting
continuous - ANSWER steady stream of media
pulsating - ANSWER consistent, then increased at small bursts / holidays
flighting - ANSWER only run certain times of year / holidays
three-exposure hypothesis - ANSWER - an advertisement can make an impact on
an audience regardless of individual needs or wants
- takes 3 exposures (min) to capture audience attention
- intrusion value
recency theory - ANSWER - consumer attention is selective and focuses on
individual needs and wants and therefore has selective attention to
advertisements
- one ad exposure may be enough to affect an audience
- person/business may already want the item, so they are paying attention
, media multiplier effect - ANSWER - the combined impact of using two or more
media will be stronger than using either medium alone
- integrated marketing approach
Web 4.0 in terms of the internet evolution - ANSWER > Customer engagement
> Cloud operating systems
> Web participation a necessity
- engagement constitutes the primary business model
channel integration - ANSWER - occurs when one business owns the
organizations at other levels of the channel
- essential when the business sells through additional channels beyond the web
- the practice of creating consistent messaging and utility across all of these
channels
ex. a printed version of a catalog should match the web version
brand engagement strategy - ANSWER customers interacting with a website
ex. through reviews, blogs, feedback applications, "likes"
cyber-baits - ANSWER - any lure or attraction that brings people to a website
- e-commerce incentive
cyber-baits incentive types - ANSWER - financial incentives
- convenience incentives
- value-added incentives
effective mobile marketing - ANSWER involves understanding the social and
shopping nature of mobile phones and incorporating it into the firm's mobile
marketing strategy
digital marketing - ANSWER marketing that incorporates the components of e-
commerce: internet marketing, mobile marketing, and social media
e-commerce - ANSWER selling goods and services on the internet
interactive marketing - ANSWER the development of marketing programs to
create interplay between consumers and businesses; assists two-way
communication and customer involvement
content marketing - ANSWER aka branded content; providing useful information
and product use solutions to potential customers
audience exposed to a media vehicle or message schedule at least once during
a given time period
media plan - ANSWER - written document that summarizes objectives and
strategies that guide how media dollars will be spent
- goal: to find the most efficient and effective ways to deliver messages to a
targeted audience
frequency - ANSWER The average number of times an individual, house- hold, or
business within a particular target market is exposed to a particular
advertisement within a specified time period
cost per mille (CPM) - ANSWER aka cost per thousand, the dollar cost of
reaching 1,000 members of the media vehicle's audience
(cost of media / total audience x 1,000)
three types of continuity exposure patterns in a media schedule - ANSWER -
continuous
- pulsating
- flighting
continuous - ANSWER steady stream of media
pulsating - ANSWER consistent, then increased at small bursts / holidays
flighting - ANSWER only run certain times of year / holidays
three-exposure hypothesis - ANSWER - an advertisement can make an impact on
an audience regardless of individual needs or wants
- takes 3 exposures (min) to capture audience attention
- intrusion value
recency theory - ANSWER - consumer attention is selective and focuses on
individual needs and wants and therefore has selective attention to
advertisements
- one ad exposure may be enough to affect an audience
- person/business may already want the item, so they are paying attention
, media multiplier effect - ANSWER - the combined impact of using two or more
media will be stronger than using either medium alone
- integrated marketing approach
Web 4.0 in terms of the internet evolution - ANSWER > Customer engagement
> Cloud operating systems
> Web participation a necessity
- engagement constitutes the primary business model
channel integration - ANSWER - occurs when one business owns the
organizations at other levels of the channel
- essential when the business sells through additional channels beyond the web
- the practice of creating consistent messaging and utility across all of these
channels
ex. a printed version of a catalog should match the web version
brand engagement strategy - ANSWER customers interacting with a website
ex. through reviews, blogs, feedback applications, "likes"
cyber-baits - ANSWER - any lure or attraction that brings people to a website
- e-commerce incentive
cyber-baits incentive types - ANSWER - financial incentives
- convenience incentives
- value-added incentives
effective mobile marketing - ANSWER involves understanding the social and
shopping nature of mobile phones and incorporating it into the firm's mobile
marketing strategy
digital marketing - ANSWER marketing that incorporates the components of e-
commerce: internet marketing, mobile marketing, and social media
e-commerce - ANSWER selling goods and services on the internet
interactive marketing - ANSWER the development of marketing programs to
create interplay between consumers and businesses; assists two-way
communication and customer involvement
content marketing - ANSWER aka branded content; providing useful information
and product use solutions to potential customers
