Exam 14: Media Planning: Advertising and IBP in Digital, social, Mobile Media

Digital marketers can create events with sponsors to help instill brand loyalty with offline,experiential marketing.

A venue for viral campaigns is online videos of either television ads or follow-ons to television ads.

Concerns for advertisers include what kind of content will be adjacent to digital,social,and mobile ads when using programmatic media,as well as if their ad is placed near fake news or other non-credible content.

Brands should leverage social media as a digital advertising opportunity that can target by consumer lifestyle.

Cranial Inc.has newly set up a website where customers can obtain information as well as buy its products.It notices that people who visit its website are instantly interested in the products,and 85% of the visitors end up making purchases.However,it also notices that the number of visitors are very low as they don't find it on their searches very often.Which of the following should Crayola include in its IBP campaign to increase its website's visibility and traffic? 

Scenario 14-3 With social media websites such as Facebook and Twitter garnering so much attention from consumers and businesses alike, it is hard to believe that only 20 percent of small businesses are utilizing the sites to help promote their products and services. But this figure is precisely what was reported in a 2009 study conducted by MerchantCircle, a social network for small businesses. When the survey results were released in 2010, experts were not surprised to see the percentage of social media users increase to nearly 50 percent. According to Darren Waddell, vice president of marketing at MerchantCircle, companies are turning to social media for advertising because it is relevant and an inexpensive way to reach target consumers. Rather than pouring large sums of money into traditional marketing, business owners are finding more creative ways to promote their brand. One of the more common practices for small business owners utilizing social media is including URLs on business cards-of all sites, Facebook (no surprise) was the most common site to make it onto business cards. (Jon Swartz, "More Small Businesses Use Facebook, Twitter to Promote." USA Today, July 21, 2010.)  -(Scenario 14-3)An entrepreneur decided to get endorsed by a third-party facilitator to show his consumers that he believes in keeping their information confidential.He got a logo from the third-party facilitator showing that he had been endorsed.This logo is called a __________ .

A recent graduate decides to pursue his passion in writing.His strengths are that he is very good with digital and interactive media,prefers writing in a journal format,and has a unique and informal style of writing.Which of the following avenues would best suit his abilities? 

There are three media types in social media: earned,owned,and paid.

In which of the following ways can consumers block websites that track them? 

There has been a strong and steady growth of Internet advertising from 1996-2016.

Some of the world's leading brand visionaries,as well as new brands,align their corporate websites and digital/social/mobile media objectives based on consumer behavior to enhance their return on investment for advertising and IBP.

Online resistance is an attitude or behavior of consumers against the digital marketing movement.

Which of the following is an advantage of using online sales promotions? 

Scenario 14-4 Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also 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. It has aimed for a 9 percent profit from Internet sales by the end of next year.  -(Scenario 14-4)Visualizers informs Optima that one way in which the pricing for the banner ads can be evaluated is by calculating the value created by the advertisement in terms of traffic,placement and size of ads,ad rates,and evaluations of the site's quality.This can be done by computing the _________ for the ads.

In the context of photo-sharing websites,which of the following is more likely to attract the attention of a viewer? 

Web 2.0 leaves no trail of digital footprints,and hides one's online activities from future employers,spouses,and parents.

User-generated content generally refers to consumer-generated media.

Big data is all the rage.

Integration of digital,social,and/or mobile with other components of the marketing mix is one of the easiest integration tasks in the IBP process due to the flexibility and deliverability of web advertising.

An important term in media as it relates to the Web 2.0 is user-generated content or consumer-generated content.