Midterm Study (Digitial Marketing) Flashcards

Question

Brand Essence.

Answer 1

Captures the promise of the brand in a couple of words that express the brand’s key benefit to consumers.

Answer 2

Involves the physical and visual “look” of the brand, including its name and package design (colour, packaging materials, font, graphics, etc.).

Answer 3

opening scene: what's your favourite brand and why: Act 1: A brand is born - A good brand starts with purpose. It’s not just what they sell, but why do they exist? Act 2: Building the Character - A good brand has a strong personality and consistent voice. Act 3: The hero's journey - Building an Audience Profile Act 4: Connection is Key - A good brand connects emotionally with its audience. Act 5: Consistency Builds Trust - A good brand stays true to its promises and delivers consistency across all touchpoints. Act 6: Innovation Keeps it Fresh - Even the best brands evolve to stay relevant. Closing Scene: Brands aren't just logos or ads. They're stories people chooses to believe in.

Answer 4

- 1: Digital communication supports dialogue. - 2: Digital communication enables face-to-face communication across time, space and culture. - 3: Digital communication enables actors to organize themselves and transform their lives. - 4: Digital communication is cost effective. - 5: Digital communication is more engaging and meaningful to the individual. - 6: Digital communication is often more interesting and relevant. - 7: The internet and in particular social media is fast becoming the most important communication and marketing platforms worldwide. - 8: The internet of things is here and has vast potential to shape our world and lives.

Answer 5

- demographic - geographic - psychographic - behavioural

Answer 6

Lifestyle of Health and Sustainability.

Answer 7

- Used to describe consumers who value healthy living, environmental sustainability, and social issues. - LOHAS consumers are defined by their values, not their age or gender. - LOHAS consumers cut across all demographics, including young to old, male to female and urban and suburban.

Answer 8

- age. - gender. - marital status. - family size. - income. - education. - ethnicity/race. - religion. - nationality. - occupation.

Answer 9

- region. - city or town size. - climate or weather patterns. - urban vs rural. - population density. - cultural preferences. - economic status. - language. - accessibility and infrastructure. - tourist vs resident populations

Answer 10

- purchasing behavior. - usage rate. - benefit sought - user status. - loyalty status. - occasion or timing. - engagement level. - readiness to buy. - payment method preference. - customer journey stage.

Answer 11

- Lifestyle. - Personality Traits. - Values and Beliefs. - Interests and Hobbies. - Attitudes and Opinions. - Social Status. - Activities and Behaviors. - Motivations. - Life Stage. - Cultural Influences.

Answer 12

- Name, age, location, and interests. - Preferred social media platforms. - Pain points and aspirations.

Answer 13

Specific. Measurable. Attainable. Relevant. Timely. Facilitate focused action and decision-making leading to more consisten and achievable results.

Answer 14

Definition: Lack specific details, making them broad and open to interpretation. Impact: Leads to confusion and procrastination. Due to lack of clarity and direction,.

Answer 15

Consistent Messaging

Answer 16

Hygiene Health - "pulling" search content to engage core audience. Hub - "push" content designed to prime prospects, improve awareness, and engagement. Hero - content with "large messages" generating mass awareness

Answer 17

Search Engine Optimization

Answer 18

A strategy focused on improving the organic visibility of a website on search engine results pages (SERPs). This involves optimizing content, website structure and technical elements to make it more accessible and relevant to users.

Answer 19

Search Engine Marketing

Answer 20

1. SEO builds credibility and trust over time by improving organic rankings through quality content, backlinks and technical optimization. 2. SEM is a paid strategy that provides immediate visibility and is highly targeted but requires ongoing investment to maintain results.

Answer 21

On-page SEO - Content quality - Internal Links - External Links - Meta Data - URL - Image Optimization Image SEO - quality - keywords - metadata - compression - dimensions - lazy loading Video SEO - quality - keywords - metadata - schema - backlinks - social signals Local SEO - Keywords - Meta Data - Listings - Reviews - Social Signals Off-Page SEO - Backlinks - Guest posting - Listing - Social Signal - PR Technical SEO - security - site speed - canonical URLS - indexation - UX - Accessibility - Schema - Lazy Loading

Answer 22

Data about the data. Time and date of photo, location of photo, format of photo, JPEC, HEIC, colouring, exposure etc.

Answer 23

From of SEO. Type of structured data that helps search engines understand the content on a website.

Answer 24

They are links that hyperlink one web page to another web page. Ex. You run an online bookstore. You're store is referred to and embedded in a reading blog. That link in the reading blog becomes a backlink to your online bookstore.

Answer 25

1. Keywords: essential for both SEO and SEM. Use tools to research high-volume, low competition keywords. 2. Meta Tags: Include title tags and meta descriptions, which influence click-through rates (CTR) by providing a preview of your content. 3. Click-Through Rate (CTR): Measures the percentage of users who click on a link after seeing it on the SERP. 4. Bounce Rate: The percentage of visitors who

Answer 26

Include title tags and meta descriptions, which influence click-through rates (CTR) by providing a preview of your content. You search on Google. For Rolex. It says Rolex.com (highlighted Blue - meta tag hyperlink) - the rolex collection - fluted bezel Reliability and performance

Answer 27

1. SEM Rush 2. GOogle ads: primary platform for SEM: allowing businesses to create targeted ad campaigns based on keywords, demographics and user behaviour.

Answer 28

Search Engine Results Page Model b. Search rank content using a complex algorithm that evaluates over 200 factors (source: Moz). Examples of ranking factors: content quality, mobile-friendliness, page speed and backlinks,

Answer 29

Expertise.- demonstrate deep knowledge of the field. Authority - build a reputation as a trusted source through backlinks and user engagement. Trustworthiness - ensure your website is secure, and content is accurate and reliable.

Answer 30

1. Use insights from SEM campaigns (e.g., keyword performance) to inform your SEO strategy. 2. Maintain consistency in messaging and branding across organic and paid search efforts.

Answer 31

Air BNB - How do they do this? 1. Focus on User Reviews. 2. Use location-based keywords. Airbnb doesn’t just rely on being a recognizable brand; its success in search rankings stems from a calculated approach to local SEO. By empowering hosts to optimize their listings and encouraging reviews, Airbnb ensures it remains highly visible in competitive local searches.

Answer 32

Each social media platform has its own unique user behavior, content formats and engagement styles. Tailoring your strategy to each platform maximizes effectiveness.

Answer 33

Strategically place ads based on platform demographics, user interests. and behaviors. For instance, Instagram and Facebook ads are great for visually-driven products, while LinkedIn is ideal for B2B services.

Answer 34

Partnering with influencers who align with your brand values can provide credibility and trust with new audiences. This approach leverages the influence of these personalities to reach followers who trust their recommendations.

Answer 35

1/3: promotion 1/3: interaction 1/3: Share of industry content.

Answer 36

Sharing content that promotes your products, services, or brand message. This can be in the form of announcements, sales, or new product launches.

Answer 37

Engage with your audience by creating polls, asking questions or encouraging discussions.

Answer 38

Share relevant industry news, thought leadership pieces and content that aligns with your brand’s values.

Answer 39

1. Platform-Specific Strategy 2. Engagement Through Relatability Real-Time Marketing 3. Paid Ads and Retargeting 4. Influencer Partnerships 5. User-Generated Content (UGC) 6. Video Content 7. Content Calendar and Consistency 8. Analytics and Performance Tracking 9. Building Community and Interaction

Answer 40

Key Performance Indicators.

Answer 41

- KPIs help track and measure the effectiveness of marketing efforts, ensuring they align with the business goals. - They enable data-driven decisions, allowing for strategy adjustments when necessary. - KPIs turn abstract goals into actionable metrics that are easy to communicate and measure.

Answer 42

- Google Analytics: Provides in-depth data on website traffic, user behavior, and conversion rates, helping you understand how users interact with your site. - Social Media Insights: Built-in analytics on platforms like Facebook, Instagram, and Twitter provide metrics on engagement, reach, and more, enabling you to measure how your content resonates with your audience.

Answer 43

1. Customer Acquisition Cost (CAC). 2. Search Engine Optimization. 3. Search Engine Marketing. 4. Click-Through Rate. 5. Bounce Rate. 6. Return on Ad Spend 7. Engagement Rate 8. Conversion Rate 9. Impressions

Answer 44

Measures the cost of acquiring a new customer. Lower CAC means more efficient acquisition strategies.

Answer 45

Optimizing website content to rank higher in organic search results.

Answer 46

Using paid ads to increase visibility on search engines.

Answer 47

Percentage of people who click on an ad or link compared to the number of impressions.

Answer 48

Percentage of visitors who leave a website after viewing only one page.

Answer 49

Revenue generated from each dollar spent on advertising.

Answer 50

Level of interaction with content (likes, shares, comments) relative to audience size. High engagement indicates content resonance with your audience.

Answer 51

Percentage of visitors who take a desired action (e.g., make a purchase) on a website.

Answer 52

Number of times an ad or content is shown to a user.

Answer 53

Visualizing where users click and spend time ono your website, optimizing the user experience.

Answer 54

Test different variations of ads or webpages to determine which performs better and refine strategies accordingly.

Answer 55

AN AD WHICH DOESN’T LIE, DOESN’T MAKE FAKE OR FALSE CLAIMS AND IS IN THE LIMIT OF DECENCY.

Answer 56

- Builds trust and credibility - Enhances customer loyalty - Prevents legal and reputational risks - Creates a sustainable brand - Aligns with consumer expectations for responsible business practices

Answer 57

Vatican issued an article which says ads should follow three moral principles: 1. Truthfulness 2. Social Responsibility 3. Upholding Human Dignity

Answer 58

1. Honesty – Being transparent and truthful in all dealings with customers and stakeholders. 2. Responsibility – Owning the outcomes of marketing decisions and strategies. 3. Fairness – Ensuring a just balance between buyer needs and seller interests. 4. Respect – Recognizing and upholding the dignity of all stakeholders. 5. Transparency – Fostering openness in marketing practices. 6. Citizenship – Upholding economic, legal, philanthropic, and societal responsibilities

Answer 59

Dove Commercial. b) Fyre Festival

Answer 60

- Transparency - Privacy Protection - Avoiding Deception - Fair Targeting - Social Responsibility - Ethical AI & Automation Use - Environmental Responsibility

Answer 61

* No false claims or exaggerated benefits * No fake reviews or misleading pricing * Do not use dark patterns to manipulate users * Ensure that images and videos reflect real product performance - Example: Volkswagen emissions scandal vs. Patagonia’s honest sustainability messaging

Answer 62

Unethical Software is used/installed to detect when the car is being test driven, which would automatically activate eco-mode, resulting in a misleading representation of carbon emissions for the company.

Answer 63

1. Misleading advertising (illegal) 2. Black-hat link building 3. Contacting People Without Consent (illegal) 4. Incentive Controversy 5. Emotional Exploitation

Answer 64

1. Misleading advertising - Misleading ads are more than just unethical—they’re illegal. - It’s common for advertisers to exaggerate certain features and downplay others to make their products look as attractive as possible, so the line becomes somewhat blurred. b) Nutella label. States they are part of a nutritious breakfast, though chocolate almond spread is not the nutritious part of the breakfast. Therefore, they are misleading you to think that the spread is healthy.

Answer 65

The Competition Act. The Competition Act is a key Canadian law regulating advertising. Its general misleading advertising provision (s. 74.01(1)(a)) prohibits making false or misleading representations to the public to promote a product or business. The Act also regulates various other advertising and marketing practices.

Answer 66

- Clearly label sponsored content - Disclose partnerships and affiliations - Avoid misleading claims - Use clear and simple language - Provide access to additional information when needed

Answer 67

Essentially unethical spamming links to your website in forums and other highly interactive platforms. - Based on earning inbound links to your website - One of the single best ways to boost your organic search rankings

Answer 68

1. One of the most common ways to build links and increase mentions is to use guest posting opportunities to write high-quality content for your target audience that cites one of your brand’s pieces of original research. - Guest poster on someone else posting on your behalf, reposting, sharing, etc. 2. Using black-hat link building techniques - Spamming people’s comment sections, forum threads, - Hacking websites to put a self-serving link

Answer 69

- Buying a list of email addresses to bolster the subscriber list - You should build your lists organically B) No. It is against Canadian Anti-Spam Legislation passed in 2014 prohibiting mass email marketing.

Answer 70

Follow data privacy laws (GDPR, CCPA) * Allow users to opt out of data tracking * Secure customer information * Be clear about data collection practices * Do not sell user data without consent

Answer 71

- Stirring up healthy controversy is fine and effective in gaining attention. - With unpopular opinions, you can stand out as a thought leader. Essentially Andrew Tate.

Answer 72

Pepsi. Black Lives Matter. Kendall Jenner. The ad tried to evoke a positive tone, their intentional attempt to get political backfired in a big way.

Answer 73

- One of the most effective ways to advertise is to target people’s emotions. - Intentionally evoking rage or sadness in a tasteless way, you could be exploiting emotions, rather than sympathizing with them. Cologne - Dior Sauvage. Whitening Cream for Indians and Koreans. Charcoal infused toothpaste using racism as an example of why to buy toothpaste. Asian Commercial.

Answer 74

Emotional Exploitation.

Answer 75

- Promote positive social values - Avoid harmful stereotypes - Support ethical causes

Answer 76

- Avoid exploiting vulnerable audiences. - No discriminatory or manipulative targeting. - Do not target minors with inappropriate ads. - Respect cultural sensitivity.

Answer 77

- Buying followers - Bots - Doctoring photos - Spamming - False or deceptive comparisons - Mass-actions to garner benefits - Misleading statements - Distorting of facts

Answer 78

- Avoid bias in AI-generated ads - Ensure AI-driven recommendations are fair - Monitor automated ad placements - Do not use AI for unethical persuasion tactics. - Example: Google’s responsible AI principles vs. AI-driven deepfake ads

Answer 79

- Investigated the perceptions of familiar advertising controversies obtained from a diverse sample of 292 consumers. - Topics from two broad categories of advertising practices were investigated: targeting practices and message strategies. For each topic, consumer perceptions were analyzed as a function of the participants' moral ideologies of idealism and relativism. - Results showed that consumers believe advertising often violates broad ethical norms. In addition, the degree to which consumers judge advertising as ethical or unethical varies as a function of their relativism and idealism.

Answer 80

* Conduct ethical audits on ad campaigns * Educate teams on responsible marketing * Listen to consumer feedback * Stay updated on regulations * Set clear ethical advertising guidelines

Answer 81

- Ethics are a matter of philosophy, rather than science. - The true gauge is how your consumers react to your ads / what they believe about your organization.

Answer 82

"Pandemic Advertising Got Weird Fast" by Amanda Mull explores how advertising during the COVID-19 pandemic quickly shifted from typical campaigns to a more tone-deaf, awkward, and sometimes bizarre form of "disastertising." Mull examines how brands initially tried to show empathy and solidarity with customers, but many ended up producing cringeworthy or overly sentimental ads that missed the mark. At the beginning of the pandemic, many companies opted for messages of unity and care, with ads emphasizing "we're all in this together" and focusing on community, safety, and health. However, as the crisis wore on, some brands continued with this style, even when it felt out of touch with the reality of people's lives. This approach led to mixed reactions, with consumers feeling like these ads were more about branding than actual empathy. Mull also points out the strange juxtaposition of essential goods companies using "feel-good" advertising while continuing to promote consumerism in a time of global uncertainty. Many ads featured overly polished or idealized versions of pandemic life, which seemed detached from the chaos many were experiencing. The article highlights the shift in how brands are being perceived. While consumers may have been willing to overlook some of these odd advertisements early in the pandemic, the novelty soon wore off. Mull touches on how some companies found success with humor or a more direct approach, while others continued with attempts at sentimental gestures that felt increasingly empty. Ultimately, Mull’s article is a critique of how businesses, in their rush to stay relevant and appear socially responsible, ended up producing advertisements that were strange, inauthentic, and disconnected from reality. ex. Papa John's and Domino's reminded that heat of pizza ovens annihilates germs. ex. Burger King socially distant burger. ex. Forever 21, buy a face mask at Forever 21, and it will donate a mask a person in need.

Answer 83

"Disastertising" is a term coined by Amanda Mull in her article to describe the awkward, tone-deaf, or misguided advertisements that emerged during the COVID-19 pandemic. It combines the words "disaster" and "advertising," highlighting how brands, in their attempts to stay relevant during a global crisis, created campaigns that felt disconnected, uncomfortable, or even cringeworthy. The idea behind "disastertising" is that many brands shifted their usual marketing strategies to messages of empathy and solidarity, but often these ads came across as insincere or out of touch with the struggles people were actually facing. In other words, it’s the awkward and misguided attempts by brands to advertise during a time of crisis, which often resulted in marketing that felt inappropriate or poorly executed.

Answer 84

1. Memorable - resonate with consumers by ringing true and delivering a personal meaningful message, even if brand has high target audience. - Resonate with consumers by ringing true and delivering a personally meaningful message, even if the brand has a huge target audience like Nike's - Communicate how the product or service fits into consumers' lives or work to make them better, more productive, happier, more fulfilled - Stand for values above and beyond the product or service itself - Be inextricably linked to the brand, so the ad won't be attributed to a competitor

Answer 85

In her article "Secrets Of 7 Of The Most Effective Ad Campaigns," Michelle Greenwald examines what makes certain ad campaigns particularly successful. She identifies key traits that effective advertising shares, such as being memorable, resonating deeply with consumers, and connecting the product to meaningful, relatable values. She highlights seven campaigns that exemplify these traits: 1. Nike’s "Find Your Greatness" Campaign This campaign emphasizes personal achievement, reminding everyone that greatness isn't just for the elite but for anyone who strives to do their best. It taps into inclusivity and personal empowerment, building on Nike's famous "Just Do It" message. It effectively positions Nike as a brand that supports everyone in their pursuit of greatness. 2. Red Bull’s "Gives You Wings" Campaign Red Bull’s marketing focuses on the sense of empowerment and energy the drink provides. By linking the product with excitement and exhilaration (e.g., extreme sports), it connects deeply with consumers' desires for energy and peak performance, from students to athletes to partygoers. 3. Beats by Dr. Dre’s "Hear What You Want" Campaign Featuring Kevin Garnett, this campaign focuses on the power of self-belief and the ability to block out distractions, metaphorically and literally. It promotes the idea of using Beats headphones to tune out negativity and focus on what empowers you—whether that's in sports or day-to-day life. 4. Prudential Insurance’s "Age Stickers" Campaign Prudential’s campaign uses an original and thought-provoking approach to raise awareness about the need for retirement planning. By showing the longevity of life and retirement, it prompts viewers—especially younger ones—to start planning early, addressing a universal concern in a unique way. 5. Dove’s "Campaign For Real Beauty" Dove sparked a public conversation about beauty standards and self-esteem. Its campaigns, particularly the "Sketches" ad, emphasized inclusivity, self-worth, and breaking the stereotypical image of beauty, which helped women feel more confident and empowered. It focused on real, diverse beauty, rather than idealized models. 6. Google Chrome’s "Dear Sophie" Campaign This emotional ad demonstrates how Google products enhance the various stages of life, positioning the company as not just a tech giant but as a part of consumers' everyday experiences. It subtly highlights the versatility of Google’s offerings and the personal connection people can have with them. 7. GoPro’s "Your Life, The Ultimate Experience" Campaign GoPro encourages people to capture their most exciting, adventurous moments, promoting an aspirational lifestyle. The campaign focuses on the idea of living life to the fullest and sharing that experience with others, appealing to consumers' desire for adventure and personal expression. Greenwald concludes by emphasizing that effective campaigns go beyond just selling products—they are about creating emotional connections with consumers and promoting values that resonate on a personal level. Through these campaigns, brands can increase loyalty, relevance, and sales by tying their products to meaningful, aspirational messages that consumers want to engage with and share Greenwald concludes by emphasizing that effective campaigns go beyond just selling products—they are about creating emotional connections with consumers and promoting values that resonate on a personal level. Through these campaigns, brands can increase loyalty, relevance, and sales by tying their products to meaningful, aspirational messages that consumers want to engage with and share.

Answer 86

Greenwald concludes by emphasizing that effective campaigns go beyond just selling products—they are about creating emotional connections with consumers and promoting values that resonate on a personal level. Through these campaigns, brands can increase loyalty, relevance, and sales by tying their products to meaningful, aspirational messages that consumers want to engage with and share.

Answer 87

In basic terms, marketing is the process of identifying customer needs and determining how best to meet those needs. In contrast, advertising is promoting a company and its products or services through paid channels. In other words, advertising is a component of marketing.

Answer 88

Effective marketing strategies help businesses isolate how best to serve their client base, while maximizing revenue at the same time. In business-to-consumer (B2C) marketing, marketing efforts are directed toward consumers. In business-to-business (B2B) marketing, marketing efforts are directed toward other businesses.

Answer 89

Marketing orientation refers to the guiding principles of the business itself, often referred to as business philosophy or corporate culture. Typically, organizations will decide to orient around product, sales, production or marketing.

Answer 90

The marketing mix functions as a decision-making guide for a company’s marketing efforts. A modern marketing mix will usually focus on the four Cs: client/customer, cost, convenience and communication.

Answer 91

The marketing environment refers to every factor that could impact a company in the execution of marketing strategy or decision-making. In this vein, companies should consider the internal environment within their organization. External factors—such as macro and micro environments—are also important to consider

Answer 92

The target market refers to the characteristics of a company’s ideal client case. Research and segmentation efforts can help isolate the geographic and demographic factors that will help a company market and sell its products or services.

Answer 93

Digital Marketing — Digital marketing refers to application of marketing strategies to electronic communication devices, such as computers or smartphones. Digital marketing strategies often leverage search engines, email, websites, blogs and other techniques to reach customers.

Answer 94

A subset of digital marketing, social media marketing uses social platforms such as Facebook or Twitter to reach potential clients. This style of marketing allows companies to take advantage of earned media from individuals outside of their organization. An evolving part of social media marketing is influencer marketing,

Answer 95

Between globalization and the internet, some of the world’s largest companies have developed global brands. Accordingly, global marketing enables these companies to employ a unified strategy to reach customers at the local, regional, national and international levels at the same time.

Answer 96

Relationship marketing eschews invasive strategies such as commercials or ads and relies on customer happiness instead. Relying on strategies that help retain and satisfy customers, relationship marketing strives to establish a long-time and loyal client base

Answer 97

Brand management attempts to create a bond between customer and a particular company’s brand. To do so, it is necessary to evaluate a company’s products or services as well as logo, design, packaging and other elements. Brand management also assesses aspects of the target market, direct competition and existing customer relationships.

Answer 98

Product development is the process of transforming a business opportunity into a sellable product or service. Development can occur with existing products or new products. Successful product development involves many marketing concepts, including identification of client needs as well as market research and analysis.

Answer 99

where a company pays to place its messaging or branding in a particular location. Businesses leverage advertising to promote their products and services for sale as well as establish corporate culture and branding. When employed properly and strategically, advertising can drive customer acquisition and boost sales.

Answer 100

- Educate customers on the nature of products or services - Convince customers that products or services are superior - Improve customer perception of brand or culture - Generate customer need or want for products or services - Exhibit new applications for products or services - Publicize new products or services to potential customers - Attract new customers to purchase products or services - Retain the existing customer base

Answer 101

This term refers to ad placement in traditional print and broadcast media. Common examples of traditional advertising include newspaper ads, TV commercials and radio infomercials.

Answer 102

This terms refers to ad and placement within retail stores to maximize sales. Common examples of retail advertising include product placement within stores, ads on shopping carts and featured product displays.

Answer 103

This term refers to ad placement on mobile phones and smartphones. Common examples of mobile advertising include automated dialers, banners to download apps and click-to-call ads.

Answer 104

This term refers to ad placement on outside structures, generally in heavily trafficked areas to attract the most attention. Common examples of outdoor advertising include billboards, banners on the outside of buildings and branded vehicles.

Answer 105

This term refers to online ad placement designed to drive traffic to a company's website. Companies derive. extensive customer data from these ads, only paying when users click on the link.

Answer 106

Paid Media. Owned Media. Earned Media.

Answer 107

Marketing as advertising is a part of marketing.

Answer 108

The 2021 Nielsen Trust in Advertising Study provides valuable insights into global consumer attitudes toward various types of advertising. Based on a survey of 40,000 individuals across multiple regions (EMEA, Asia Pacific, North America, and Latin America), the study identifies key factors that influence trust in advertising and highlights the types of messaging and channels that resonate most with consumers. Key Findings from the Study: 1. Generational Trust: Millennials (25-40) and Gen X (41-56) have the highest trust in advertising, while Gen Z (15-24) and Boomers (57-66) have the least trust. People aged 65+ fall into the second-lowest trust group. 2. Word of Mouth: 89% of people trust recommendations from people they know most, emphasizing the power of personal connections over other advertising channels. 3. Industry-Specific Trust: Tobacco ads were found to be the least trusted across all demographics, reflecting public skepticism about the industry. 4. Brand Sponsorship in Sports: Brand sponsorship at sporting events is highly trusted, with 81% of respondents either completely or somewhat trusting this form of advertising. 5. Influencer Trust: Only 23% of people trust ads from influencers, with influencer-driven content and brand opinions being seen as less credible than those from traditional or other media forms. 6. Resonance of Ad Types: Humorous ads generally resonate more with audiences than ads based on sports, kids, cars, sentimentality, competition, athletics, or celebrity endorsement. Notably, countries like Korea and Saudi Arabia showed exceptions to this trend. 7. Preferred Themes: Health-related themes, real-life situations, and value-oriented ads tend to resonate more than themes like sexuality, cars, competitiveness, or sports. Consumer Action & Messaging: 1. Actionable Trust: - The study examined how trust in advertising translates into consumer action, such as making purchases or engaging with brands. The data suggests that consumers are more likely to trust ads that feel authentic and portray real-life situations. 2. Ad Content Preferences: Humor was found to be one of the top factors in resonating with consumers, ranking third after real-life situations and value-based messages. Ads that are perceived as credible and relatable are more likely to make an impact. 3. Trust in TV Ads: - TV ads remain highly trusted, with 78% of people believing that TV ads are run by legitimate businesses, making them one of the most trusted media channels globally. 4. Country-Specific Trends: - In Canada, only 59% of people trust the ads they encounter, which is lower compared to global averages. Canadians particularly trust recommendations from people they know, emails they've signed up for, editorial content like newspapers, and branded websites. Humorous, real-life, and value-based messages are especially effective in Canada. Conclusion: The Nielsen study underscores the importance of trust and credibility in advertising. - Brands must focus on creating content that resonates with consumers on a personal level—whether by using humor, addressing real-life situations, or conveying health and value-oriented messages. Understanding these trust drivers is crucial for advertisers in crafting campaigns that build long-term consumer loyalty and engagement.

Answer 109

This excerpt dives deep into the importance of branding for startups, particularly those scaling from the pre-seed to the growth stage. Reshma Sohoni of Seedcamp highlights the evolving challenges for brand identity as a company grows and raises funding. She stresses that authenticity is key, pointing to the success of companies like TransferWise, whose simple and true backstory has remained consistent over time. Even if a startup lacks a personal story, solving a clear, emotional problem – as seen with Slack or Dropbox – can create a strong brand narrative. Sohoni also emphasizes that as companies scale, their brand elements—like color schemes, typography, and the story itself—need to be standardized, even though many entrepreneurs may resist this. She suggests that a clear, cohesive brand identity, reinforced by a strong company culture, is critical for maintaining consistency and success as a company grows. It's a helpful reminder that brand building isn’t just about creating a logo or tagline, but about crafting a story that resonates with customers, employees, and investors, and ensuring that story is consistently communicated across all aspects of the business. What are your thoughts on brand-building strategies for early-stage companies?

Answer 110

- Authenticity is key. - standardized branding. - consistent messaging. - Enthusiastic employees who understand the company. 100th employee must be as enthusiastic as first.

Answer 111

This article emphasizes the strategic importance of branding and its impact on a business's long-term success. It highlights key steps and considerations for building and maintaining a brand, which include defining your business, ensuring consistency, differentiating your product, being creative, and establishing an emotional connection with customers. Here’s a breakdown of the key takeaways: 1. Define Your Business and Brand To create a brand, start by defining the core qualities that make your business unique. The article suggests narrowing it down to a few essential attributes that resonate with your audience. For example, a dry cleaning business might define its brand around “Clean, Quick, and Safe” service. 2. Be Consistent Consistency is crucial to a brand's success. The example of McDonald’s demonstrates how consistency in product offering, service, and even branding elements (like the Golden Arches) builds trust with customers. Your brand must deliver the same experience each time, no matter where or when a customer engages with it. 3. Differentiate the Product Successful brands carve out a unique position in the market by differentiating themselves. If a product is not inherently different, it’s the brand story, values, and emotional connection that set it apart. Think of how Levi's and Calvin Klein jeans are essentially similar products but branded to appeal to different consumer groups. 4. Be Creative Innovation in branding is key to standing out. Apple’s brand transformation, for example, used creativity to position itself as a brand for innovators and creatives. The brand's marketing reinforced this message, creating an emotional connection with its target audience. 5. Make an Emotional Connection Connecting with customers on an emotional level is essential for brand loyalty. The article provides examples of brands that evoke strong emotions, such as Folgers, which connects with consumers through nostalgic imagery. Emotional connections can turn customers into loyal advocates. 6. Monitor Your Brand Once you have a brand in place, it's essential to monitor and adjust it regularly. Ensure consistency across all marketing materials and company culture, which reinforces the brand message. Review the effectiveness of your branding efforts and continuously refine them for optimal impact. 7. The Importance of Brand for Investors For investors, strong branding often indicates a company’s ability to build customer loyalty and generate consistent revenue. Companies with well-established brands, like Apple or Coca-Cola, enjoy higher profit margins and offer more stability for investors. 8. Brand Loyalty Brand loyalty means that consumers consistently choose a particular brand, even in the face of alternatives. This loyalty often translates into steady sales and long-term revenue, making brands valuable assets for investors. 9. The Most Valuable Brands The article mentions the world's top brands and their impressive valuations, with Apple leading the charge at $516.6 billion. This shows the tremendous financial value a strong brand can bring to a company. Final Thought: Building a brand is not an overnight process; it requires consistent effort, creativity, and a deep understanding of your customers. Whether you're a startup or an established company, taking time to create a strong, authentic brand can pay off significantly in the long run—not only in customer loyalty but also in increasing business value and attracting investors.

Answer 112

Apple Inc. - 574.5 billion.

Answer 113

1. They get to the point. 2. They take the customer's viewpoint. 3. They use familiar language. 4. The feel informal. 5. They say something original. 6. They need no further explanation. 7. They make you smile.

Answer 114

This article discusses new research conducted by Deborah Small and her colleagues, which explores the ethics of using emotional appeals and graphic depictions in charity advertisements. Specifically, the study looks into the controversial practice of using “poverty porn,” or ads that depict extreme human suffering to encourage donations. While these types of ads can be highly effective in raising funds, they often draw criticism for being exploitative or manipulative. Key Takeaways: 1. The Identifiable Victim Effect: Charity advertisements often focus on individual stories or images of suffering because people tend to empathize more with a single, identifiable person rather than a large, abstract group. This is called the "identifiable victim effect." 2. Ethical Concerns: Critics of these advertising tactics accuse organizations of exploiting the suffering of individuals (objectification/exploitation) or manipulating potential donors through deception (misleading representations). The study reveals that the public is more sensitive to deception than to objectification or exaggeration. People are bothered when they suspect that an image or story is fake or staged. 3. Artificial vs. Misleading Depictions: The research found that people are more disturbed by artificial tactics, such as hiring actors or staging scenes, even if they closely approximate reality. In contrast, they were less bothered by ads that mislead viewers by showing the most extreme, atypical examples but not misrepresenting the situation entirely. 4. Implications for Advertisers: The results suggest that advertisers need to be mindful of the ethical lines they cross. While emotional manipulation (even if not entirely accurate) is generally acceptable, people are more tolerant of ads that depict reality—albeit in a skewed way—than ads that feel artificial or staged. 5. Broader Marketing Implications: These findings extend beyond charity advertising. In other sectors, such as weight-loss programs, people judge ads featuring before-and-after photos of clients as more acceptable, even if they are misleading. Advertisers should therefore be cautious about over-staging or fabricating reality, as consumers are more likely to reject these tactics. Conclusion: The study’s results shed light on how people evaluate the ethics of charity ads and the fine line between manipulation and emotional appeal. While charities are justified in using emotional stories to motivate donations, they should avoid deceitful tactics, which are seen as unethical. This has important implications for advertisers beyond the charity sector, underscoring the need for authenticity and transparency in marketing. It’s interesting to think about how this could influence other industries, like commercial advertising. Do you think this concept of ethical judgment in ads could affect how other businesses approach their marketing strategies?

Answer 115

Charity advertisements often focus on individual stories or images of suffering because people tend to empathize more with a single, identifiable person rather than a large, abstract group. This is called the "identifiable victim effect.

Answer 116

The article discusses the new Ethics Code released by the Assoication of National Advertisers (ANA), which seeks to address several emerging and longstanding ethical issues within advertising. These issues include concerns related to artificial intelligence (AI), data privacy, consent, and truthfulness in advertising. Here are some key points to consider regarding ANA's updated ethics code and its implications: 1. AI and Data Usage: - AI’s Impact on Advertising: With the rise of AI in the advertising world, there are growing concerns about how AI is being used to manipulate consumer behavior, spread misinformation, or make biased decisions in targeting audiences. - Data Privacy: Data collection, especially through digital ads, has become a critical issue. Concerns about user privacy, transparency in data collection, and the potential misuse of personal information have raised alarms. The ANA's code provides guidance on ensuring advertisers respect privacy laws and maintain transparency with consumers about the data they collect and how it's used. 2. Truthfulness and Transparency: - Honesty in Advertising: A major focus of the code is ensuring that advertisements are truthful and not misleading. This is especially important in an era where consumers are bombarded with a constant stream of digital ads that may blur the line between reality and fiction. - Misleading or Deceptive Practices: The new ethics code seeks to hold advertisers accountable for exaggerations, omissions, or false claims that can undermine consumer trust. 3. Consent and Accountability: - Informed Consent: The ethics code includes provisions on obtaining consent from consumers, particularly regarding data collection, targeted ads, and the use of AI in decision-making processes. - Accountability for Harm: The code also addresses accountability for the potential harm caused by advertising, including the impact of digital ads on vulnerable populations (e.g., children or marginalized groups). 4. Emerging Ethical Concerns: - Deepfakes and Manipulation: The rise of technology capable of creating deepfake content (manipulated video/audio) has added a new layer of complexity to advertising ethics. Advertisers must be careful not to use misleading or altered content in ways that could deceive consumers or cause harm. - Influencer Marketing: With the growing prominence of influencer marketing, the ANA’s code emphasizes the need for transparency regarding sponsorships and paid promotions. Consumers should be informed when content is sponsored or influenced by advertisers. 5. Industry Response: - Balancing Innovation with Ethics: The advertising industry is under increasing pressure to innovate while ensuring that ethical standards are upheld. As new technologies emerge, like AI, advertisers must adapt to these changes without sacrificing ethical considerations. Conclusion: ANA’s new Ethics Code aims to navigate the rapidly evolving advertising landscape by addressing the ethical concerns posed by modern technologies such as AI, data collection, and influencer marketing. The focus on truthfulness, transparency, informed consent, and accountability is crucial for ensuring that advertisers regain and maintain public trust. By implementing these ethical guidelines, advertisers can avoid deception and harm, ultimately fostering a more responsible advertising environment. Impact on the Advertising Industry: With ethical concerns becoming more prominent, companies will likely need to invest more in transparent and consumer-friendly advertising practices. As these ethical codes evolve, they might drive significant changes in how brands communicate with their audiences—balancing innovation with social responsibility. Do you think these changes will have a long-term effect on consumer trust in ads, or is it a challenge that advertisers will constantly be facing?

Answer 117

- Henry Ford.

Answer 118

1. Targeted. 2. Provides Flexibility Across Channels 3. Invites Mobile Engagement. 4. Foaster to Market 5. Easily Measurable 6. Maintains Top-of-Mind Awareness. 7. Can Go Viral

Answer 119

Zuckerberg Meta Verse.

Answer 120

USP - unique selling point ESP - emotional selling proposition OSP - organizational selling point MSP - me selling point

Answer 121

1. USP (Unique Selling Point): This refers to the unique feature or benefit that makes a product or service stand out from its competitors. It's what differentiates the offering in a meaningful way that attracts customers. Example: "The only toothpaste with a patented formula that protects against cavities for 24 hours." 2. ESP (Emotional Selling Proposition): This focuses on the emotional connection between the consumer and the brand. It appeals to feelings, desires, and experiences rather than just functional benefits. Example: "Feel the joy of being confident and smiling bright every day with our toothpaste." 3. OSP (Organizational Selling Point): This refers to the strengths and advantages that an organization offers as a whole—like its culture, values, team, or approach. It can be seen as a reflection of how the company’s internal operations contribute to its product or service’s success. Example: "Our company’s commitment to sustainability drives every product we create, ensuring we protect the planet." 4. MSP (Me Selling Point): This is a more personal angle, often applied in personal branding or self-marketing. It's the individual’s unique qualities, skills, or characteristics that they emphasize to distinguish themselves in a professional or personal context. Example: "With my experience and passion for customer service, I bring a personal touch that makes clients feel valued and heard."

Midterm Study (Digitial Marketing) Flashcards

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