Reaching And Attracting Your Audience Flashcards

Question

What is the difference between third-party, first party cookies, and logged data

Answer 1

Third-party cookies Created unstored by other organisations Used for cross site tracking E.g. Google ads/analytics First party cookies Created and stored by the organisation which created the website Use for on-site personalisation E.g. remembering the content of your shopping cart Logged data Data stored by the organisation about logged in the users Consent data Essential for in building customer relationships E.g. email location user ID Can be used a second party data

Answer 2

Advertiser delivers the ad on the demand side, e.g. around with the product to sell Publisher displays the ad on the supply side, e.g. a place to display the message

Answer 3

Cost per mile in thousands Cost per 1000 add impressions /displays Top of the funnel

Answer 4

Cost per click Advertiser cost per click on the ad

Answer 5

Cost per lead Cost per conversion of a user into a lead from ad

Answer 6

Cost per action Cost when the ad click leads to a desired action, e.g. submission ,sale

Answer 7

Cost per each install generated from ad

Answer 8

Reach and impressions Click through ratio, CTR Conversions, CR COST PER ACQUISITION CPA Return on investment, AKA return on ad spend

Answer 9

Misleading advertising, e.g. frauds and absence of transparency and drip pricing consumers are unable to identify some forms of advertising, e.g. native advertising, and Astroturfing-covertly pushing a marketing message, so it appears authentic e.g. fake reviews Online advertising could reduce customer sentiment and trust Too many ads on a page is annoying to consumer and consumers trend to trust off-line channels more than online Online advertising may pray on consumer, biases and vulnerabilities Time, inconsistency bias may influence humours to pursue a short-term urge of the cost of long-term interests , targeting of children or vulnerable consumers Threats associated with data collection

Answer 10

Bots: botnets are used to drive high amounts of traffic to website, leading the publisher to meet their revenue goals, but it is serving no purpose to advertisers, can lead to denial of service DoS Pixel stuffing: placing ads that are not visible to the human Pop unders : ad appears beneath the main window Domain spoofing : the advertiser believes that ad is going to appear on the relevant premium website when it is not Add stacking: ads, Hostel stacked one on top of another. Only one ad is visible, but impressions are recorded for every ad

Answer 11

A metric that gives publishers and buyers, an indication of what proportion of ads have a realistic chance of being seen (OTS)

Answer 12

Mobile app display and desktop display

Answer 13

The use of a computer program to prevent advertisements from being displayed on a screen Reasons include having too many ads, ads getting in the way, and privacy concerns

Answer 14

A form of selective attention where users is a consciously or subconsciously ignore information presented in online advertisements, particularly banner advertising is Definition by Benway Ad placement ! Add clutter, visuality an ad style and perceived usefulness, all affect banner blindness

Answer 15

GDPR, 2018 general, data, protection regulation 2023 chrome third-party cookies blocked 2021 apples IDFA opt in Most in place from 2018 to 2023

Answer 16

Create first party data resource Create data retention mechanisms Ask customers who they are and what they were Check for consent Make a community of brand lovers Focus on contextual advertising and cookieless marketing channels

Answer 17

A strategic collaboration between parties, whether it is to businesses or business as an individual. The purpose of the collaboration is to accomplish the key objectives of both parties. Objectives can be increasing brand, awareness and visibility , improve lead generation and help with reaching a wider audience

Answer 18

Affiliate marketing Loyalty programs Influencer, marketing Product placement Cobranding Sponsorship Referral marketing

Answer 19

The partnership were a company rewards partners also known as affiliate for promoting and selling the company’s products Pay per performance, type of partnership, commission based

Answer 20

Comparison, websites, bloggers, email, marketers, coupon, and cashback website

Answer 21

Doesn’t require as much commitment as affiliate marketing which focuses on third-party brand advocates as referral marketing is focused on word-of-mouth referrals. E.g. links sent to friends

Answer 22

What a brand partners with its customers directly, providing incentives on benefits for frequent or large purposes e.g. every 10th product free

Answer 23

A partnership type, where a sponsor publicly supports the brand Brands can sponsor YouTube creators in exchange for product endorsement or sponsor an event in exchange for viewability

Answer 24

Also known as, brand partnership, utilises multiple brand names on a good or service as part of a strategic alliance It combines market strength from the one is positive associations, so consumers may pay more

Answer 25

Practice in which the manufacturers of goods or providers of a service gain exposure for their products by paying for them to be featured in films series on TV programmes Virtual product placement is an emerging technology, but is it digitally rendered products logos or billboards into movies after its been filmed?

Answer 26

The type of marketing that uses influences to promote a brand to at large market. They often opinion leaders with a large social following base.

Answer 27

Nano influences less than 10 K followers Micro influencer is between 10 and 100 K followers Macro influences between 100 and 500 K followers All-stars, 500 K plus followers

Reaching And Attracting Your Audience Flashcards

(51 cards)