Chapter 12 Flashcards
(56 cards)
Real-time marketing
A planned tactical approach where brands make themselves relevant online during events or newsworthy occurrences by diving into conversations as they occur with aligned short term messaging that takes advantage of the current buzz
Social networks
Online websites that allow members to create a network of friends and contacts to share messages, comments, videos, and images as a form of self expression
Content Marketing
Creating and sharing information and expertise that is designed to inform and engage with tools such as research papers, e-books, info-graphics, how to videos, blogs and events that can readily be found by search engines
Social media marketing
Reaching out to consumers online through social networks where people connect with friends and contacts to share comments, articles, opinions, videos, and images as a form of self expression
Mobile Marketing
A set of practices that enables organizations to communication and engage with their audiences in an interactive and relevant manner through any mobile device or network
Out-of-Home advertising
Casually referred to as outdoor; reaches consumers outside the home in outdoor locations, in transit, or in commercial or business locations
Paid Media
The media time purchased so that messages can be disseminated through channels that are controlled by others
Owned Media
The media channels that a company controls, either fully or partially, such as a website, micro-site, or social media page that is used to directly communicate with consumers
Earned Media
The free publicity secured through unpaid media mentions and consumers who spread the word through word of mouth or the internet
Marketing communication agencies
broad spectrum integrated agencies or specialist agencies tat provide marketers with expertise on how best to communicate messages to their audiences
Outbound marketing
marketers seek out consumers by widely broadcasting messages using advertising, direct mail, e-mail, marketing, telemarketing, and personal selling approaches
Inbound marketing
When consumers fine a product and its messaging by using online techniques that marketers facilitate including search engine optimization, pay-per-click ads, and the use of social media to connect with consumers
Integrated marketing communications (IMC)
a communications approach that coordinates all promotional activities to provide a consistent message to a target audience
Marketing communication tools
Advertising, public relations, sales promotion, direct response, event marketing and sponsorship, and personal selling
Advertising
A paid form of media used to communicate to consumers; includes broadcasts, print, out-of-home, and digital media
Display advertising
online ads using graphics video or animation
Banner ads
online ads that stretch across the top of a web page can take many forms including leader boards and sky scrapers
Leaderboards
Banner ads at the top of a web page
Skyscrapers
Banner ads that are vertical along the side of a web page
Advergaming
Placing ads in video games
Pre-roll video advertising
The use of tv type ads placed before a video online
Pay-per-click advertising (PPC)
Ads that appear in response to keyword triggers on search engines as well on some website, blogs and social media sites, where the advertiser pays only when the add is clicked
Public relations
A communications tool that seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure; targets the media in an attempt to generate positive publicity for a company, product, or individual
Publicity
A non personal form of communication that appears in the media and is not paid for directly by the organization