Domain 5: Promotional Activity

Question 1

301 Redirect

Answer 1

Piece of code on a website that tells the server that a page has moved to a new address.

Question 2

Brand Architecture

Answer 2

Hierarchy and relationship structure between a parent brand and its sub-brands, divisions, departments, joint ventures, partnerships,
and affiliations.

Question 3

Advertising Plan

Answer 3

Plan that describes when, where and how ads will be used to accomplish marketing goals.

Question 4

Broadcast Advertising

Answer 4

Ads placed on radio
and television.

Question 5

Analytics

Answer 5

Study of business data using statistical analysis to identify historical patterns that can predict and improve future business performance.

Question 6

Communications Objectives

Answer 6

Measurable targets that isolate which parts of your plan are working. They are based on responses you desire from your target audience.

Question 7

Awards Campaign

Answer 7

Plan for the pursuit
of a particular award.

Question 8

Communications Plan

Answer 8

Doc describing measureable objectives – how they will be accomplished, who will be addressed, how objectives will be met and results
will be measured.

Question 9

Content Calendar

Answer 9

Calendar outlining types of content you will produce over a timeframe. It includes goals, topics, audience, author, distribution, deadlines and publication.

Question 10

Earned Advertising

Answer 10

Publicity earned by having a great story submitted by publications, research submitted to journals,
and awards competitions.

Question 11

Corporate Identity

Answer 11

Symbolic embodiment of a firm represented through images and ideas. (aka Brand Identity)

Question 12

Editorial Calendar

Answer 12

Schedule outlining the theme for each issue
of a publication.

Question 13

Corporate Identity Guidelines

Answer 13

Manual outlining how to use (and not to use) the firm logo and associated elements of your corporate identity to ensure brand consistency.

Question 14

Fee-Driven Market

Answer 14

Market in which all firms vying for a project make a bid, and in most cases, the client picks a bid based on price.

Question 15

Demographic Characteristics

Answer 15

Characteristics that can be quantified, such as geographic location.

Question 16

Google Analytics

Answer 16

Partially free service that reveals info about how people use your website and tells you how your website is performing compared to all other websites.

Question 17

Identity Map

Answer 17

Tool to examine how firm compares with competitors by mapping two factors on an X-axis and two on a Y-axis.

Question 18

Merit-Driven Market

Answer 18

Market in which firms are selected based on their expertise, and they negotiate a fee after being chosen.

Question 19

Inbound Marketing

Answer 19

Practice of participating in a dialogue with clients through social media, content sharing and other tools.

Question 20

Multimedia

Answer 20

Electronic media

Question 21

Image Advertisements

Answer 21

Ads designed solely to enhance name recognition or reputation without focusing on a specific service.

Question 22

Naming Conventions

Answer 22

Formal structure and guidelines used to create brand names.

Question 23

Integration

Answer 23

Act of incorporating social media into your firm’s website.

Question 24

News Release

Answer 24

Announcement issued to news media and other targeted publications to inform the public about firm developments.

Question 25

Owned Advertising

Answer 25

Ads produced and published by your firm for your website or blog. Includes tombstone and social media ads.

Question 26

Public Relations

Answer 26

PR – Activities that inform the industry about a firm’s activities or expertise. Includes website, news releases, articles, social media, special events, etc.

Question 27

Pay-to-Play Advertising

Answer 27

Article paid for by a firm that looks like an editorial.
(aka Advertorial)

Question 28

Responsive Design

Answer 28

Website design that allows page layout, content, navigation and other features to adjust, scale and move based on visitor’s device.

Question 29

Proof Points

Answer 29

Words or phrases that give a specific audience permission to believe a firm’s assertion.

Question 30

Rich Media

Answer 30

Multimedia and interactive elements that can be used
to make digital media
more engaging.

Question 31

Psychographic Characteristics

Answer 31

Characteristics related to psychology and lifestyle –can be difficult to define
and measure, but are often more informative than demographics.

Question 32

Search Engine Optimization

Answer 32

SEO –Improving visibility in search engines through natural (unpaid) means by integrating certain elements, such as keywords and links.

Question 33

Service Advertisements

Answer 33

Highly focused ads in which a product or service is described in a selling context to a clearly defined audience.

Question 34

SmartBoard

Answer 34

High-tech presentation tool that allows the presenter to interact with the slides.

Question 35

Social Media Plan

Answer 35

Plan for how a firm will share content via social media – seek a balance of education, entertainment and promotion.

Question 36

Style Guide

Answer 36

Formatting rules for font, point size, headings, subheadings, bullets, tables, captions, etc.

Question 37

Sole Source Selection

Answer 37

Method of choosing a consultant when there is one who clearly stands out with the special skills required for the project.

Question 38

Theme Statement

Answer 38

One to two sentences about the advantages of your firm, team and approach that will guide content for a proposal.
(aka Thesis)

Question 39

Tombstone Advertisements

Answer 39

Simple, straight-forward ads to announce a significant event like a merger, major personnel change, acquisition, new office, etc.

Question 40

Web Crawlers

Answer 40

Computer programs that browse the internet in a methodical manner to index website content.

Question 41

Tradeshow

Answer 41

Exhibition for firms
serving a specific industry to showcase and demonstrate products or services. Typically sponsored by a professional association.