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Question 1

advertising =

Answer 1

any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

Question 2

pros of digital advertising are:

Answer 2

cheaper, easier to track, enables more specific reach

Question 3

definition KPI (key performance indicator) and examples

Answer 3

= a metric that helps you understand how you are doing against your objectives
reach, frequency, impressions, click through rate, conversion rate, visit duration, exit rate, bounce rate

Question 4

what are 5 habit cues that make new habits stick?

Answer 4

time, location, preceding events, emotional state, other people

Question 5

what two ways of storytelling are most effective?

Answer 5

consumer authored stories and stories jointly authored by consumers and companies

Question 6

what are 3 important steps in managing influencer relationships?

Answer 6

1. do your homework, find right person
2. allow creative freedom
3. keep things simple

Question 7

3 things to look for in an influencer

Answer 7

reach, relevance, resonance