Final Exam Prep Flashcards
How does content promote a brand?
Content does not explicitly promote a brand but is intended to stimulate interest in its products or services.
What is content?
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)
Content Marketing Circle
-create
-optimize
-publish
-promote
-measure
-links
-seo
-social media
-back to ‘create’
What Is Consumer Behaviour?
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.
Why is content important?
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.)
When should direct mail be used?
To drive traffic to an event or new store opening
*include a “Call to Action”. (ie;
phone, website etc)
traditional marketing vs. content
“traditional marketing talks AT people, while content marketing talks WITH them”
What is self-concept?
-Beliefs about their own attributes [content], and how they evaluate these qualities
What are Attribute dimensions?
Content, positivity, intensity, stability, accuracy
What are the 3 R’s of influence?
Relevance
Reach
Resonance
What are the 5 types of influencers?
- Celebrities (1M+)
- Macro Influencers (100k)
- Professionals (20K)
- Micros Influencers (1000)
- Nano Influencers (<1000)
Defintion of Influencers
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”
Ambassador #Partner #PR #sp #Spon #PFHaul #Collab #Promo
Unclear hashtags
Engagment rates are highest for which type of influencer?
Micro-Influencers (5000 - 25,000)
or Nano - Influencers (1000)
*world is GOLD
Digital vs. traditional marketing methods
Digital and traditional are
better together.
What does the Canadian Code of Advertising Standards do?
-sets the criteria for acceptable advertising
- Requires the influencer to disclose they are getting paid to
advertise something
What are the Don’ts of Canadian Code of Advertising Standards?
-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
Instagram Influencer rates:
$100 per 10,000 followers + extras = total rate
Why and when do identity appeals backfire?
- 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.
A less knowledgeable consumer will pay _____ for a brand name than a consumer who pays attention to wine scores.
pay more
What is a black swan event?
- 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.
What is the difference between paid vs. organic search?
*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.
What are paid search ads?
- 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
What are some Tips For Improving Your Local Search Ranking?
- 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
Local Search?
“hotel in downtown Denver.”
- Local search is seeking information online with the intention of making a transaction offline. Example: “atm denver tech center.”
What is an algorithm?
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.
What is SEO?
-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
Trip Advisor Popularity Ranking Algorithm??
- Quality
- Recency
- Quanity
Product, the Package!
- The grapes
- The labeling
- The functionality
(stelvin vs. cork) - The sensory
experience (oak,
age, blend) - The bottle
- The scarcity FOMO
(fear of missing
out) - a big issue
for VQA wine.
Post-testing the Advertising
-Aided Recall
-Unaided Recall
-Attitude Tests
-Inquiry Tests
-Sales Tests
Search Demand
More words = more conversion and less competition
Tips For
Improving
Your Local
Search
Ranking
-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
Paid vs. Organic Search
The most noticeable differences between the two models are that paid search is best for targeting users who already know what they want
Adoption Curve *
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
how to engage those early advocates:*
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
Consumer decision making: *
-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)
ad #sponsered #CompanyName_ Ambassador #CompanyName_Partner
recognized as clear and widely accepted hashtags
