Exam 14: Media Planning: Advertising and Ibp in Digitalinteractive Media

With the increase of digital telecommunications devices, mobile marketing can take many forms.One interesting finding is that IBP communications through mobile devices

What applications of the Internet are most frequently used by American consumers today?

Second Life is a website that perfectly demonstrates the concept of viral marketing, allowing visitors to sample videos and pass them on to others.

A ____ provides information about an organization and its products or services in detail, often acting as a virtual brochure.

Scenario 14-2 You open up your laptop to begin writing a term paper for your English literature class.You do a quick Google search on a few key phrases involving Shakespeare, Dickens, and Hemingway.But before you go further, you play a few video games, check your email, visit a couple music websites, take a cybertour of a new sports stadium, go to a coupon site, solve a murder mystery, go back to Google to check out a big name in the news, submit a slogan for a new local restaurant, and read a couple editorials on a magazine site.Then, you figure it's time to get down to work. -(Scenario 14-2) When you clicked off the coupon site, an ad remained on the screen, with bright colors, large lettering, and a $2 coupon for a frozen pizza.What kind of ad appeared?

Email sent by advertisers to consumers with their consent is a marketing approach called

How are rich media/video and audio different from other Internet technology used for advertising?

Widgets are software modules that allow users to

What is meant by the terms paid search and search engine optimization? How are they similar? How are they different? Discuss the possibilities for each, and provide an example of each to illustrate your answer.

Scenario 14-1 When the social networking/gaming website Foursquare launched in 2009, it was only accessible to residents in 100 U.S.cities. One year later, an updated version of the service allows check-ins from locations all over the world and has over 500,000 users internationally. The site, which allows registered users to connect with friends and update their location, receives over one million check-ins per week. When users visit a particular store, their profile is automatically updated and they can share feelings about favorable experiences (or unfavorable ones). The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site's popularity. -(Scenario 14-1) A search on Bing using the phrase "foursquare social media" results in thousands of matches.These multiple matches occur because sites like Bing

The unique characteristics of the Web have given advertisers who use it a definite edge over their competitors.What are some of the advantages of the new digital/interactive media that are beginning to be used in advertising today? The text lists five broad categories of advantages.Name and define as many as you can.Then think of a product or service that has successfully demonstrated one or more of these elements in its digital/mobile advertising.

Scenario 14-4 Optima Artistic Tools has manufactured art supplies in the Boston area for almost 100 years and is a strong competitor in the market, selling to art stores around the nation.Optima produces materials for all varieties of media-paints, pencils, charcoals, clays, brushes, papers, canvases-as well as equipment such as palettes, easels, drawing tables, etc.Optima is ready to market these products online and has just hired an Internet advertising consultant, Visualizers Inc.Optima has set a goal of 9 percent from Internet sales by the end of next year. -(Scenario 14-4) Managers at Optima want to better understand the cost implications of advertising on the Internet.Visualizers' media researchers prepare a presentation using four traditional media placements to compare.While the banner ad CPM falls somewhere below the cost of the top 10 market newspapers and magazines but higher than television, Visualizers points out the immeasurable advantage offered by the banner ad is its

You have created a new website promoting a fruit-flavored power drink for a beverage producer.The site is targeting college students and appears to be getting a decent amount of traffic, but it is still in the development stage.You want to give the client feedback on where and how users spend their time on the site.You would do best to

An ad for microwave popcorn appears next to your email messages.This is a banner ad, and there is a good chance you won't click on it because click-through rates for banner ads are now only 0.1 percent.

We are on the brink of a new technological revolution that is going to make even ____ seem old-fashioned.

Scenario 14-1 When the social networking/gaming website Foursquare launched in 2009, it was only accessible to residents in 100 U.S.cities. One year later, an updated version of the service allows check-ins from locations all over the world and has over 500,000 users internationally. The site, which allows registered users to connect with friends and update their location, receives over one million check-ins per week. When users visit a particular store, their profile is automatically updated and they can share feelings about favorable experiences (or unfavorable ones). The site now holds partnerships with over 800 establishments worldwide, and high-profile partnerships with the Bravo Network and The New York Times have greatly increased the site's popularity. -(Scenario 14-1) As the number of Foursquare users increases, so do the efforts made by marketers to appeal to visitors to the site. Many of the site's users access it via their cell phone or PDA, so many companies are now creating advertisements to fit these media channels. These advertisements are examples of

Social media offer unique opportunities for advertisers who understand their demographics.For instance, the largest demographic group using ____ is made up of 35- to 54-year-olds, and the fastest growing group is made up of those aged 55 and older.

Mass emailings that arrive as a form of marketing can get a 3 to 5 percent response compared with a 1 to 3 percent for offline direct marketing efforts.What term is used to describe these mass emailings?

The terms Internet and World Wide Web are often used interchangeably.Which of the following is accurate regarding these media elements?

A marketing director for a snack producer is trying to convince corporate executives to consider advertising on several blogs.One thing that he should remember about blogs is that they