Chapter 16 Flashcards
paid media
messages generated by a brand and communicated through a message channel the brand pays to access
owned media
refers to promotional messages generated by a brand communicated through a message channel the brand directly controls
earned media
promotional messages not directly generated b the company or brand, but rather the third parties such as journalists or customers
user-generated content
any type of communication created by customers for other customers
search engine optimization
the process of designing a website so that it ranks high in a search engine’s unpaid results
pass-along
occurs when one customer makes a recommendation for (or against) a specific band to another customer
branded services
valued services a brand provides that are not directly connected to a core product offering
white paper
an authoritative report or guide that addresses important issues in an industry and offers solutions
case studies
success stories about how a company helped another customer
landing page
customized web page that logically follows from clicking on an organic search result, online advertisement, or other link
blog
a regularly updated website, usually managed by one person or a small group and written in an informal, conversational style
infographic
a visual image such as a chart or diagram used to represent info or data
branded apps
sponsored software applications that benefit customers by providing entertainment, solving a problem, and/or saving time
brand community
a group of customers joined around a particular brand or common set of shared interests
referral program
offers a current customer an incentive for recommending a new customer to a business
