Journal 5

Question 1

Advertising Council

Answer 1

A nonprofit organization devoted to the development and placement of public service media in the United States. its legacy includes Smokey the Bear’s “only you can prevent forest fires,” the “tearful Indian” campaign against pollution, the crash test dummies for motor safety, “a mind is a terrible thing to waste” for the United Negro College Fund, and more recently, “buzzed driving is drunk driving”

Question 2

click through

Answer 2

the ratio of the number of clicks on a specific link to the number of viewers of an online page

Question 3

customer journey

Answer 3

an individual’s experience that begins with becoming aware of an offering and continues through actions taken

Question 4

edutainment

Answer 4

entertainment, especially video games, with an education aspect

Question 5

mhealth

Answer 5

mobile-based or mobile-enhanced solutions that deliver health

Question 6

inbound marketing

Answer 6

a technique for bringing customers/clients/patients to products and services through content marketing, social media marketing, search engine optimization, and branding to attract attention, foster interest, and improve accessibility

Question 7

outbound marketing

Answer 7

the traditional form of marketing in which a company initiates the conversation and sends its message out to an audience

Question 8

landing page

Answer 8

a page on a website at which visitors arrive from somewhere else (e.g., an ad, a link).

Question 9

lay health advisor

Answer 9

members of a community who have been trained to talk about a health issue with their peers

Question 10

reach

Answer 10

the number of people who actually receive intended messages

Question 11

touch point

Answer 11

any way a consumer can interact with a business, whether it be person-to-person, through a website, an app, or any form of communication

Question 12

frequency

Answer 12

the number of times a message gets to an audience of interest