Ad 2 Flashcards by Hannah Ramsey

PESO

Paid
Earned
Shared
Owned

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Gorilla marketing

Putting posters & shiz up for free

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who would be best to target if selling paperclips and what social media would you use.

large businesses and LinkedIn

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audience fragmentation

the extent to which audiences are distributed across media offerings

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earned media is AKA

word of mouth

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hacky digital marketers might say

“we’ll use Facebook for the old peeps”
I’ll get you to the top of Google search results
follow us on social media

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Netflix says total time spent watching a show/time running x 13 weeks =

a view

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Who measures Canadian TV viewership of the superbowl

nielson

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number of times one person sees your ad is called

frequency

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in the future all marketing jobs will probably be

digital

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kenton thinks clients are wrong for loving these, and says they rarely do anything to help online attention

hashtag

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X and threads are most powerful to advertisers when the target audience uses them as

second screens

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LinkedIn markets itself using the word

sophisticated

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kenton’s terms for digital advertising

PESO, content marketing, native ads, sponsored content, non-personal and personal, math people era.

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rating vs share

rating = % of households tuning in
share = % of people tuned into your show at one time

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what do people recommend to Nielson

see how hot the peeps in the show are
if the viewer even likes the show

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what is a set top

buttons on tv thing to measure viewership.

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how does Nielson measure online streaming

only on TVs with apps built in and YouTube premium.

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which is left and right brain

left = logic
right= creative

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ways to refresh your creative

change your perspective, environment, clothes
go for a walk
write it from a different perspective (t-swift)
imagine the imagery to go with it
turn off the lights

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what Netflix does and doesn’t do for recording

doesn’t count re-watches
doesn’t manage how well you liked the show
shows where people watch
they release when people join and unsubscribe
group viewing problems

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geo, psycho, demographics definiton

geo - where they at
psycho - values, attitude, belief, personality
demo - gender, age, ethnicity, stats

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AUDIENCE analysis

Analysis
Understanding
Demographics
Interest
Environment
Needs
Customization
Expectations

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kinds of data

descriptive data
behavioural data
interaction data
attitudinal data

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Where does Daria Work?

john st.

semester 2 (new/digital)

destiantions PESO content marketing, native ads, sponsored content, branded platforms, online search, in stream, influencer digital marketing sometimes identified sponsors product, service, ppl written comms non personal and personal murketing math people era

Organic versus paid keywords

organic is long-term hard work paid is short term steroids

Peoples intent when they use Google

Go, do, by, know

Format for Google ad responsive text ad

product, purpose call to action URL description

10 elements that define digital advertising

1. destinations 2. math ppl 3. murketing 4. person and non-person 5. sometimes identified sponsors 6. new media digital marketing 7. format (content marketing, influencer...) 8. writing 9. PESO 10. product, service, people

Three common ways to define a target audience

demographics, psychographics, and purchasing behaviors

After defining audience, what do we usually write next?

topics

Content marketing

fun or useful. redbull rocket

Native advertising

diy. on insta or LinkedIn. blend in

Brand journalism

a form of content creation that is less about driving sales and more about storytelling, forming relationships and creating a brand voice

Influencer marketing

using an influencer to make content

Social instream marketing

feed ads

An audit

when you go through everything a brand has ever posted

What can you not do to use music in an ad?

Record a sound alike cover version

Which social media is famous for toxic positivity, and users posts

insta

What was Jesse's two words of wisdom

Show up

Pinterest is a great platform for advertisers hoping to target__

collagers

Buzz and Word of mouth are only advertising media when

Principles you was a test used to understand yourself, also known as

Psychographics test

It's nice to combine these two documents to give the client a few for the story

Ideation brief and casting brief

The pronoun for accompany, product or brand is

Angel talked about TikTok, saying you must add three kinds of value, entertaining, informative, and

aspirational (wanna be like them)

When you're looking for a job, the product is

You

You're placing an ad or no one would ever expect to see it

gurrellia marketing

One document that condenses research and brainstorming

ideation brief

Creative teams guide for writing an ad is called

Creative strat

A danger with celebrity based Super Bowl ads

The celeb overshadows the brand

Total ad based sales divided by money spent on campaign is known as

ROI

CRTC

Is the ad standards Canada basically

LinkedIn bill itself is a system media title for

B2B marketing

The key to writing in stream social media ads that get shared

Clarity, Relevance, and Engagement

What shouldn't you market when? doing tourism ads?

Sports

Which company owns YouTube and google?

Alphabet

CRM

customer relationship management system to keep your peeps straight.

why is X a great ad platform

it is the second screen

why do people hire social media managers

time strategic thinking tracking what happens creative

SEM

search engine marketing

2 ways to increase SEO

organic SEO paid-short term boos

how to organic SEO

keywords research evaluate

6 levels of engagement

watch learn play connect collect create

branded vs non-branded quearies

branded "air canada flight" non branded "flights"

types of headlines

brand/product benefit call to action

types of influencers

family and friends professionals in high roles subject experts celebs existing fans

sizes of influencer

mega 1M+ macro 10-99k micro 1-10k nano >1k

when are you deemed an influencer?

when you have a material connection

how do you show a clear recognition of ad

#ad #sponsored #partner #ambasador #gifted

Strategy

a comprehensive, long-term blueprint that aligns an organization’s digital initiatives with its overarching business objectives.

plan

outlines the specific steps and actions required to achieve short-term objectives. It encompasses immediate goals such as launching a new website, creating social media campaigns, or optimizing search engine visibility

types of marketing messages

promotional: buy something relational: newsletters, updates transactional: receipts

the marketing mix

product price place promotion

SEO fundementals

1. keywords (act normal) 2. headlines 3. organize body 4. images 5. meta tages

the weird vid we watched of the lady making google headlines said there is a "no strategy person" and a ___

control freak user

Google is the biggest search engine in the game because

bing and yahoo?

google measurement for organic relevance

organic search trend

Google's service to help find the right keywords

Google Keyword Planner