Chapter 2 Flashcards
What has the Internet and digital data provided insight into?
Consumers
What is causing media to become increasingly fragmented?
Disruption caused by the Internet
What type of businesses are growing and taking more advertising dollars?
Mobile advertising-supported businesses
What percentage of all digital ad inventory is sold programmatically?
Over 80 percent
Define programmatic advertising.
Real-time bidding (RTB) for an available online ad impression by a demand-side algorithm
What are the two main drivers of complexity in selling digital advertising?
- Marketing ecosystem complexity
- Digital ad targeting complexity
What has replaced broad demographics in media selling today?
Specific data on individuals
What is the AESKOPP mnemonic used for?
Elements of successful selling
What are the elements represented by AESKOPP?
- Attitude
- Emotional intelligence
- Skills
- Knowledge
- Opportunities
- Preparation
- Persistence
What trend has reduced the effectiveness of solution selling?
- The customer burden of solutions
- The rise of the consensus-based sale
- Increased risk aversion
- Greater demand for customization
What does the customer burden of solutions require?
A deep understanding of a customer’s business and challenges
What has increased the need for consensus in media placement strategy?
Fragmentation of media and complexity of buying media alternatives
True or False: Increased risk aversion means customers are less concerned about returns on investment.
False
What approach to selling is emphasized by a partnership approach?
Enhancing growth and profitability for both buyer and seller
What are the three types of buyers?
- Prospects
- Customers
- Partners
