Final Exam Prep

Question 1

How does content promote a brand?

Answer 1

Content does not explicitly promote a brand but is intended to stimulate interest in its products or services.

Question 2

What is content?

Answer 2

A type of marketing that involves
the creation and sharing of online
material (such as videos, blogs,
and social media posts) (doesn’t promote, stimulates)

Question 3

Content Marketing Circle

Answer 3

-create
-optimize
-publish
-promote
-measure
-links
-seo
-social media
-back to ‘create’

Question 4

What Is Consumer Behaviour?

Answer 4

The study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas, or
experiences to satisfy needs and desires.

Question 5

Why is content important?

Answer 5

Google indexes -ranks “based on how interesting people will find things. (engagement)”

(If the “content” is interesting (engaging) - people will stay on the
site longer, look at more pages, comment etc.)

Question 6

When should direct mail be used?

Answer 6

To drive traffic to an event or new store opening

*include a “Call to Action”. (ie;
phone, website etc)

Question 7

traditional marketing vs. content

Answer 7

“traditional marketing talks AT people, while content marketing talks WITH them”

Question 8

What is self-concept?

Answer 8

-Beliefs about their own attributes [content], and how they evaluate these qualities

Question 9

What are Attribute dimensions?

Answer 9

Content, positivity, intensity, stability, accuracy

Question 10

What are the 3 R’s of influence?

Answer 10

Relevance
Reach
Resonance

Question 11

What are the 5 types of influencers?

Answer 11

• Celebrities (1M+)
• Macro Influencers (100k)
• Professionals (20K)
• Micros Influencers (1000)
• Nano Influencers (<1000)

Question 12

Defintion of Influencers

Answer 12

a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on
social media.

“influencers can add serious credibility to your brand”

Question 12

Ambassador #Partner #PR #sp #Spon #PFHaul #Collab #Promo

Answer 12

Unclear hashtags

Question 13

Engagment rates are highest for which type of influencer?

Answer 13

Micro-Influencers (5000 - 25,000)

or Nano - Influencers (1000)
*world is GOLD

Question 14

Digital vs. traditional marketing methods

Answer 14

Digital and traditional are
better together.

Question 15

What does the Canadian Code of Advertising Standards do?

Answer 15

-sets the criteria for acceptable advertising
- Requires the influencer to disclose they are getting paid to
advertise something

Question 16

What are the Don’ts of Canadian Code of Advertising Standards?

Answer 16

-not Simply “tagging” the brand
- not using ambiguous phrases
- not using fabricated or unclear made hashtags

-must be clear that there
is a material connection

Question 17

Instagram Influencer rates:

Answer 17

$100 per 10,000 followers + extras = total rate

Question 18

Why and when do identity appeals backfire?

Answer 18

• Identity appeals lead to avoidance when the evoked identity is
  one that is marginalized and the appeal evokes a stereotype about
  that identity.
• Negative impact of identity appeals is driven by categorization
  threat.
• Individuals avoid items labeled with identity appeals even when
  those products are otherwise preferred.

Question 19

A less knowledgeable consumer will pay _____ for a brand name than a consumer who pays attention to wine scores.

Answer 19

pay more

Question 20

What is a black swan event?

Answer 20

• An extremely negative event that is rare and impossible to predict
  ex. covid, Brexit
• It’s an analogy to the fragility of any system of thought.
  -Generation Z has experienced two Black Swan Events at a young age. This has impacted how they will behave as consumers.

Question 21

What is the difference between paid vs. organic search?

Answer 21

*The most noticeable differences between the two models are that
paid search is best for targeting users who already know what they
want.
*If a user is searching to buy a product in Google and your advert
appears at the top, then they’re probably going to click it. Most
users who already know what they want will likely be searching for
different businesses who sell the same item to compare prices.

Question 22

What are paid search ads?

Answer 22

• Substantial form of advertising on Internet is paid search or
  search engine advertising.
• Advertisers pay only when consumer clicks their ad or link this is
  referred to as PPC or “Pay Per Click”.
• Google is a dominant provider - Google Ads

Question 23

What are some Tips For Improving Your Local Search Ranking?

Answer 23

• Update Google Business Profile with correct address info.
• Put pictures in business profile that are geo-tagged.
• Make sure pictures are attractive
• Menu can go in the business profile
• Mention location in content
• Link to other local businesses
• Google Reviews
• Voice search = Local search

Question 24

Local Search?

Answer 24

“hotel in downtown Denver.”
- Local search is seeking information online with the intention of making a transaction offline. Example: “atm denver tech center.”

Question 25

What is an algorithm?

Answer 25

when someone inputs something into a browser, the algorithm has
a set of rules to obtain the expected output from the given input,
and provides an output. The recipe is the algorithm.

Question 26

What is SEO?

Answer 26

-Search engine optimization
- The process of improving the visibility of a website or a web
page in search engines via the “natural” or un-paid (organic or
algorithmic) search results

Question 27

Trip Advisor Popularity Ranking Algorithm??

Answer 27

1. Quality
2. Recency
3. Quanity

Question 28

Product, the Package!

Answer 28

1. The grapes
2. The labeling
3. The functionality
   (stelvin vs. cork)
4. The sensory
   experience (oak,
   age, blend)
5. The bottle
6. The scarcity FOMO
   (fear of missing
   out) - a big issue
   for VQA wine.

Question 29

Post-testing the Advertising

Answer 29

-Aided Recall
-Unaided Recall
-Attitude Tests
-Inquiry Tests
-Sales Tests

Question 30

Search Demand

Answer 30

More words = more conversion and less competition

Question 31

Tips For
Improving
Your Local
Search
Ranking

Answer 31

-Update Google Business Profile with correct address info.
-geo-tagged attractive pictures in business profile
-Menu can go in the business profile
-Mention your location in content
-Link to other local businesses.
-Google reviews — keep them healthy.
-Voice search = local search

Question 32

Paid vs. Organic Search

Answer 32

The most noticeable differences between the two models are that paid search is best for targeting users who already know what they want

Question 33

Adoption Curve *

Answer 33

Innovators:
-2.5%
-Venturesome, higher education

Early Adopters:
-13.5%
-Social Leaders; slightly above avg. education

Early Majority:
-34%
-Deliberate; many informal social contacts

Late Majority:
-34%
-Skeptical; below avg. social status

Laggards:
-16%
-Fear of debt, info sources are friends and neighbours

Question 34

how to engage those early advocates:*

Answer 34

Innovators –> Engage Them in the
Creation Process:
-Barrel tastings
-label design
-Invitation-only groups

Early Adopters –> They
want to be “in the
know” More concerned
about social status
Engage them in
information sharing
Big reveals
Launch Parties
Unboxing videos

Question 35

Consumer decision making: *

Answer 35

-Problem Recognition (needs a bottle of wine for the event)
-Information Search (talks w/ friends about wine recommendations)
-Evaluation of Alternatives (compares wines online; reading reviews and features)
-Product Choice (a wine stands out)
-Consumption and Learning (take home, enjoy)

Question 36

ad #sponsered #CompanyName_ Ambassador #CompanyName_Partner

Answer 36

recognized as clear and widely accepted hashtags