Chapter 6 Flashcards
Firm Generated Content (FGC)
Content created by marketers on official brand pages on social media channels.
Distribution change
The amount of stores selling the product.
Distribution change influences the amount of sales, but sales also influences the amount of stores selling the product.
Granger Causality Test
Used to find out which variables drive which.
It identifies if changes in one variable of interest temporally precede changes in another.
Vector AutoRegressive (VAR) model
Related current observations of a variable with past observations of itself and past observations of other variables in the system.
It takes into account the PATTERNS OF TIME.
Gross Rating Point (GRP)
Measures the impact of an advertisement.
Advertisers use it to determine how and where to place commercials and what TV networks to use to prove they are worth all that money.
Earned media
Content others create about you, like reviews or Instagram posts.
Owned media
Content you create and control, like your Facebook page or your website.
Paid media
Content you pay to place in front of an audience such as an ad or sponsorship.
Online Customer Activity Metrics
Owned Media
Paid Media
Earned Media
Marketing Mix (Research Srinivasan, Rutz, and Pauwels)
Price
Advertising
Distribution
Brand-post popularity depends on:
- Number of likes
- Number of comments
Difference online advertising and social media advertising
With online advertising (e.g., tv commercials) you advertise the same commercial to all people watching it.
With social media advertising, individuals will see commercials tailored to them.
Social networks
Type of social media. Consists of Instagram, Facebook, TikTok, LinkedIn, etc.
Social media
Websites and applications that enable users to create and share content, or to participate in social networking.
