6 lecture

Question 1

FGC

Answer 1

firm generated content

Question 2

UGC

Answer 2

user generated content

Question 3

FMCG

Answer 3

fast moving consumer goods

Question 4

The path to purchase cognitive

Answer 4

learning/knowledge (website visits, search ad clicks)

Question 5

The path to purchase Affective:

Answer 5

feeling (facebook likes, facebook unlikes)

Question 6

The path to purchaseConative

Answer 6

action (sales)

Question 7

Content integration (more effective): ad

Answer 7

ad message is integrated into the editorial content of the website

Question 8

Content-separation

Answer 8

Ad message is NOT integrated into the editorial content of the website

Question 9

Paper focus: Srinivasan et al (2016): Key findings:
Predominant flow from tv ad to…
3X

Answer 9

Cognitive metrics (clicking on a paid search to find out more) º Affective metrics (liking the brand on Facebook)
º Conative metrics (purchase)

Question 10

Paper focus: Srinivasan et al (2016): Findings: 3X

Answer 10

: Online consumer activity metrics are affected by communication, and convert into sales for both online and offline bough products
Importance of tracking online metrics:
º Online consumer activities are reflected in paid, owned and earned media metrics
º Online metrics can be used to evaluate consumer responses to traditional advertising

Question 11

user-generated content (also known as UGC or consumer-generated content) is

Answer 11

is original, brand-specific content created by customers and published on social media or other channels.

Question 12

Paper focus: Wang et al. (2021) 3X

Answer 12

The long-term effects of FGC on Facebook and traditional media on offline sales have similar patterns in terms of how long they take to reach their peaks (after 3 months).
The figures illustrate the effects of a change in the marketing efforts at a given point in time on sales over several periods of time.
Traditional media spending is more effective for generating sales than firm posts on social media

Question 13

The substitution effect is

Answer 13

the decrease in sales for a product that can be attributed to consumers switching to cheaper alternatives when its price rises.

Question 14

A synergistic effect is

Answer 14

the result of two or more processes interacting together to produce an effect that is greater than the cumulative effect that those processes produce when used individually.

Question 15

Substitution effect between firm marketing efforts online (FGC on social media) and offline (traditional media spending) 2X

Answer 15

• Similar information to consumers, not necessarily new information
• Lack of coordination / inefficiencies between teams?

Question 16

Why do we need to know this?
From a managerial perspective, knowing the full return from all advertising expenditures is necessary for developing an efficient marketing plan.
2X

Answer 16

• “Increased competition, ad clutter, [and] the advent of the internet as an alternate information source” (Sethuraman, Tellis, and Briesch 2011, p. 460)
• Understanding the size and direction of interaction effects has strong strategic implications

Question 17

Regression basics Equation:

Answer 17

Y = a(intercept) + b(slope) * X