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

Retargeting means serving consumers digital ads that are directly based on past online content that they clicked on.

Scenario 14-1 When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allowed 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 their feelings about their experiences. 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 will the marketing efforts to appeal to the visitors of the site.Many of the site's users access the site via their cell phone,and companies are forced to create advertisements to fit these media channels.These advertisements are examples of: 

Digital footprint is defined as your profile of personal information,accessible online to a spectrum of people.

Some types of digital ads written about in the book are social media ads,display/banner ads,and pop-up and pop-under ads.

________ is how a consumer or brand uses images and text online to construct or showcase its identity.

Scenario 14-1 When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allowed 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 their feelings about their experiences. 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)One of Foursquare's strengths is that it offers a very interactive experience to its users.Tracking brand interactivity over the Internet can be done in ways that are not possible using traditional advertising.This is because the Internet: 

Tina is playing Candy Crush on Facebook.All of a sudden,she gets a message saying that if she watches an ad,she can earn an extra life.This is an example of a(n)__________.

The core of social media is: 

Who is working on mobile measurement guidelines? 

A point of understanding online consumer behavior is essentially to: 

Rich is the marketing manager of a small corporate airline that handles business flights for executives and celebrities.It also provides group charters for major sporting events,concerts,and festivals.To reach its audience,airlines will have to avoid the usual fare,as the target audience for this product usually ignores common advertising.However,they occasionally watch worthwhile videos on social media sites.In which of the following advertising avenues is Rich most likely to invest in? 

________ are consumer-generated images that an online user portrays,which may or may not accurately coincide with the consumers' "real identity." 

Which of the following is an example of site stickiness? 

A(n)_________ ad is an ad that opens in a separate window while a page is loading. 

Which of the following is a disadvantage of using online press releases for PR? 

___________ is the process of consumers marketing to consumers over the Internet,through electronic,or in-person word of mouth transmitted through emails and electronic mailing lists.

Which of the following best defines social media? 

Buzz or marketing or eWOM that a brand gets naturally or without paying for advertising relates with ______.

Scenario 14-1 When the social networking/gaming website, Foursquare, was launched in 2009, it was only accessible to residents in 100 U.S. cities. One year later, an updated version of the service allowed 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 their feelings about their experiences. 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)Foursquare respects its users' privacy,and lets them decide if they want to share their location with others or not.It always provides privacy options to users wherever it is required.By doing this,Foursquare is able to address consumer concerns about: 

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 tells Optima managers that the best way to go about setting up banner ads is to pay the website owners only when users click on the ads.Optima will then have to pay only if a user visits the link.In this case,Visualizers is referring to the _________ model of advertising payment.