Card Set Information
digital adv test 1
What advertising approach interrupts the consumer's experience with advertising messaging?
What advertising is one-way communication that is broadcasted to viewers?
How many ad exposures within a purchase cycle is an optimal threshold?
One ad exposure has great effect, true or false?
false - 3 is optimal
This is when advertisers get the explicit or implicit permission from customers to receive relevant advertising messages.
This is when advertisers attract or pull customers in who are actively seeking their product with relevant original content that helps them meet their needs.
content marketing / inbound marketing
We are all __________ in dynamic ways, in real and asynchronous time.
What are the four "zones"?
Social Communities, Social Publishing, Social Entertainment, Social Commerce.
What are the types of Media?
Paid Media, Owned Media, Earned Media
Purchasing time/space on mass media channels is what?
Channels controlled directly by a brand is what?
Messages distributed at no direct cost to the brand by methods beyond its direct control is what?
What are the three stages of social media marketing?
Trial - > Transition - > Strategic
the trial stage of social media marketing is characterized by what?
What are the 5 "reasons" we participate in social networks?
Affinity, Prurient, Immediacy/Contact Comfort, Altruistic, and Validation Impulses.
This is to express a relationship
This is to feed our curiosity about relationships.
This is to feel a sense of closeness to others
Immediacy Impulse/Contact Comfort
This is to respond to crisis and "do immediate good"
This is to feed our own ego
This is to measure the feelings and opinions relevant to the brand mentions
What are some things that differentiate Listening from Monitoring?
haphazard, inconsistent, not systematic, manual process, used for business purposes no research
What is the best insight when measuring social media?
Actionable Business Intelligence
What are the 4 steps in developing a measurement plan?
Define, Assess, Track, Adjust
What does KPI stand for?
Key Performance Indicators
What are the social media metrics?
Activity Metrics, Engagement Metrics, and Performance Metrics
This measures actions the organization takes relative to social media
This measures interactions with the social media platform by the target market
This measures outcomes/returns that support the success of the brand.
What are some key differences of Web 1.0 vs Web 2.0?
Web 1.0 is taxonomy, it's made by organizations. 2.0 is made by people/users. It's folksonomy