Domain 5: Promotional Activity Flashcards
301 Redirect
Piece of code on a website that tells the server that a page has moved to a new address.
Brand Architecture
Hierarchy and relationship structure between a parent brand and its sub-brands, divisions, departments, joint ventures, partnerships,
and affiliations.
Advertising Plan
Plan that describes when, where and how ads will be used to accomplish marketing goals.
Broadcast Advertising
Ads placed on radio
and television.
Analytics
Study of business data using statistical analysis to identify historical patterns that can predict and improve future business performance.
Communications Objectives
Measurable targets that isolate which parts of your plan are working. They are based on responses you desire from your target audience.
Awards Campaign
Plan for the pursuit
of a particular award.
Communications Plan
Doc describing measureable objectives – how they will be accomplished, who will be addressed, how objectives will be met and results
will be measured.
Content Calendar
Calendar outlining types of content you will produce over a timeframe. It includes goals, topics, audience, author, distribution, deadlines and publication.
Earned Advertising
Publicity earned by having a great story submitted by publications, research submitted to journals,
and awards competitions.
Corporate Identity
Symbolic embodiment of a firm represented through images and ideas. (aka Brand Identity)
Editorial Calendar
Schedule outlining the theme for each issue
of a publication.
Corporate Identity Guidelines
Manual outlining how to use (and not to use) the firm logo and associated elements of your corporate identity to ensure brand consistency.
Fee-Driven Market
Market in which all firms vying for a project make a bid, and in most cases, the client picks a bid based on price.
Demographic Characteristics
Characteristics that can be quantified, such as geographic location.
Google Analytics
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.
Identity Map
Tool to examine how firm compares with competitors by mapping two factors on an X-axis and two on a Y-axis.
Merit-Driven Market
Market in which firms are selected based on their expertise, and they negotiate a fee after being chosen.
Inbound Marketing
Practice of participating in a dialogue with clients through social media, content sharing and other tools.
Multimedia
Electronic media
Image Advertisements
Ads designed solely to enhance name recognition or reputation without focusing on a specific service.
Naming Conventions
Formal structure and guidelines used to create brand names.
Integration
Act of incorporating social media into your firm’s website.
News Release
Announcement issued to news media and other targeted publications to inform the public about firm developments.
Owned Advertising
Ads produced and published by your firm for your website or blog. Includes tombstone and social media ads.
Public Relations
PR – Activities that inform the industry about a firm’s activities or expertise. Includes website, news releases, articles, social media, special events, etc.
Pay-to-Play Advertising
Article paid for by a firm that looks like an editorial.
(aka Advertorial)
Responsive Design
Website design that allows page layout, content, navigation and other features to adjust, scale and move based on visitor’s device.
Proof Points
Words or phrases that give a specific audience permission to believe a firm’s assertion.
Rich Media
Multimedia and interactive elements that can be used
to make digital media
more engaging.
Psychographic Characteristics
Characteristics related to psychology and lifestyle –can be difficult to define
and measure, but are often more informative than demographics.
Search Engine Optimization
SEO –Improving visibility in search engines through natural (unpaid) means by integrating certain elements, such as keywords and links.
Service Advertisements
Highly focused ads in which a product or service is described in a selling context to a clearly defined audience.
SmartBoard
High-tech presentation tool that allows the presenter to interact with the slides.
Social Media Plan
Plan for how a firm will share content via social media – seek a balance of education, entertainment and promotion.
Style Guide
Formatting rules for font, point size, headings, subheadings, bullets, tables, captions, etc.
Sole Source Selection
Method of choosing a consultant when there is one who clearly stands out with the special skills required for the project.
Theme Statement
One to two sentences about the advantages of your firm, team and approach that will guide content for a proposal.
(aka Thesis)
Tombstone Advertisements
Simple, straight-forward ads to announce a significant event like a merger, major personnel change, acquisition, new office, etc.
Web Crawlers
Computer programs that browse the internet in a methodical manner to index website content.
Tradeshow
Exhibition for firms
serving a specific industry to showcase and demonstrate products or services. Typically sponsored by a professional association.
