Digital Advertising Final

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  1. Key Preformance Indicators (KPIs)
    • The primary metrics you will use to evaluate success of an online presence. They depend on specific goals. Examples:
    • Conversions/Lead submissions
    • Reach (Unique visitors)
    • Frequency (pages per visit)
    • Clickthrough rate
    • Interactions/Engagements
  2. Tips From Googles on SEO
    • Create unique, accurate, descriptive page titles (title tags)
    • Use a clear description meta tag
    • Optionally use a meta keywords tag
    • Use descriptive file names
  3. Technical requirements of an Adwords campagin
    • Link text is limited to 35 characters.
    • The Destination URL is limited to 1024 max characters.
  4. Link Text Guidelines of a Adwords campagin
    • Accurate and clear link text: Your link text must
    • directly relate to the content on the landing page for your ad.
    • Use of symbols: Symbols used in link text that do not serve any purpose other than to draw attention to the Ad Sitelinks are not allowed.
    • No Keyword insertion: You cannot use the keyword insertion feature within your link text.
  5. IAB Universal Ad Pacakge (UAP)
    • A set of four ad sizes that all compliant member publishers have agreed to support. Can be a gif, jpeg or swf. No higher than 40k of download and recommend animation lenght of 15sec. Include:
    • Leaderboard - 728 x 90Wide
    • Skyscraper - 160 x 600
    • Medium Rectangle - 300 x 250
    • Rectangle - 180 x 150
  6. Spam
    Is unsolicited (recipient did not ask to recieve it) and Sent in Bulk
  7. Email Marketing Categories
    • Transaction: Single sale focus
    • Aquisition: Aquiring new contacts via email subscriptions (newsletters, daily updates, special announcements, ect)
    • Retention: "lifetime value" customer relationship focus, created focused relevant content, loyalty programs
  8. Email Marketing Metrics
    • # Sent: the number initially sent out
    • # Delivered: the number of sent emails that get to the recipient
    • # Opened: delivered emails actually opened
    • # Clickthroughs: opened emails resulting in a clickthrough to a landing page
    • # Unsubscirbed
    • # Complaints
  9. Landing Page elements
    • Logo
    • Response Channel
    • Prominent Call to Action
    • Offer/Value
    • Consise Supporting Copy
    • Video
    • Relevant Internal Links
  10. Wireframe Elements
    • Content Areas
    • Content Descriptions
    • Content Pirorities
    • Links and Form Elements
    • Annotations/Identifiying information
    • Page objectives/Rationale
  11. Online Video Types
    Viral (Swagger wagon)Simple Story/Webisode (Will it Blend)Product benefit (google chromebook)Direct Response (enterprise car sales)
  12. The "Fab Four" style of scriptwriting
    • Attention Getting intro (something to get and keep their attention)
    • Simply stated true value (the offer)
    • A call to action
    • A window of opportunity (time-based deadline)
  13. Horizontal Revolution
    • Interconnected in dynamic ways and in real time
    • Two way communication
    • Culture of participation (all have a voice and must choose to participate)
  14. 4 Zones of Social Networking
    • Social Communities
    • Social Publishing
    • Social Entertainment
    • Social Commerce
  15. LARA Framework
    • Listen to customer conversations
    • Analyze those conversations
    • Relate information to existing information
    • Act on customer conversations
  16. 3 Stages of Media Marketing Maturity
    • Trial
    • Transition
    • Strategic
  17. Trial Phase
    • Focus on activating social media platforms
    • Experimental approahces (one-off stunts and push content)
    • Lack of dedicated resources
  18. Transition Phase
    • Systematic approaches via trial and error
    • Integrate social media into overall marketing mix
    • Assign dedicated resources
  19. Strategic Phase
    • Strategic Approaches
    • Social media is a key component of overall marketing mix
    • Dedicated Resources in place
  20. Strategic Planning Process (7 Steps)
    • Conduct a situation analysis and identify key opportunities
    • State objectives
    • Gather insight into target audience
    • Select social media channels and vehicles
    • Create an experience strategy
    • Establish an activation plan
    • Manage and measure
  21. Why we participate in social networks
    • Affinity Impulse (express relationship)
    • Prurient Impulse (feed curiosity about others)
    • Contact Comfort/Immediacy Impulse (sense of closeness)
    • Altruistic Impulse (respond to crisis and do "immediate good)
    • Validation Impulse (to feed ego)
  22. Social Technographic Types
    • Creators - Publish a blog, web pages, Upload video, music, write articles
    • Conversationalist - Status updates, Twitter posts, Critics, Ratings/reviews, Comments on blogs, Forums, Wiki edits
    • Collectors - RSS feeds, Vote for websites, Tags,
    • Joiners -Maintain a profile, Social network,
    • Spectators - Read, Listen, Watch
  23. Measuring Influence
    Ad Equivelency Value (value of earned or owned media in relation to paid media)Influence Impression (exposure to a brand via another person)
  24. Flagship Content
    Seminal pieces of work that help to define a phenomenon or influence the way people think about something
  25. Pillar Content
    Original content that forms a solid publishing foundation
  26. Filler Content
    Information copied from other sources
  27. Types of Pillar Content
    • How-to Article
    • The Definition Article
    • The Glossary Article
    • The Theory Article
    • The List Article
  28. Linkbaiting
    Crafting a title for articles and posts (need a hook to interest and make the link enticing)
  29. Savory Hooks
    • Resource (five methods to ensure...)
    • Contrary (lose weight with chocolate)
    • Humor (obese skunk cuts out...)
    • Giveaway (save $50 doing what's good for you)
    • Research (65% of Americans...)
  30. Unsavory Hooks
    • High Drama (congress reveals shocking plan)
    • Tabloid Seduction (puts on bra before with photo)
    • So-Weird-You-Just-Have-To-Know (giant hampster wheel)
  31. Content Value Ladder
    • Highest: Flagship
    • Pillar
    • Authority Building
    • Basic
    • Lowest: Filler
  32. Social Game Genres
    • Simulation Games (farmville)
    • Action Games (first person shooter)
    • Role Playing Games (mafia wars, wow)
    • Strategy Games (words with friends)
  33. Major influences of Social Shopping
    • Social Proof
    • Authority
    • Affinity
    • Scarcity
    • Reciprocity
    • Consistency
  34. Sales Funnel
    • Awarness/Problem
    • Recognition
    • Information/Search
    • Evaluation
    • Purchase
    • Post Purchase
  35. Developing a plan for Measurment (DATA)
    • Define: what are our objects and how will we measure success
    • Assess: what are the costs and potential value
    • Track: and analyze the actual results
    • Adjust: the program to optimize results
  36. Metrics Matrix
    • Activity: actions the organization takes relative to social media (blog posts, status, replys, videos)
    • Engagment: interactions with the social media platform by target market (likes, registrations, followers, traffic stats)
    • Preformance: outcome/return that support the success of the brand (cost per lead, conversion rate, earned media value)
  37. Types of Mobile Devices
    • Dumb phone
    • Feature phone
    • Smart phone
Card Set
Digital Advertising Final
study for final exam
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