LECTURE 2

Question 1

Explain in words the key factors of addressing an audience

Answer 1

• no such thing as a general public or general audience
• smaller more specific groups
• if you target everyone, you are targeting no one
• it is generally easier to write for a narrow audience as you can be more specific

Question 2

What does AIDA stand for?

Answer 2

Awareness
Interest
Desire
Action

Question 3

Fundamentals of AIDA

Answer 3

GET their attention
HOOK their interests
BUILD their desire
CALL to action

Question 4

Which funnel is considered to be the old marketing funnnel

Answer 4

The AIDA funnel is considered to be the old marketing funnel

Question 5

The audience and journey

Answer 5

• stop and think about consumers / customers / clients
• move them through the marketing funnel
• journey from prospect to customer every target goes through
• important in both traditional and digital marketing

Question 6

Digital marketing campaigns and the 4 A’s

Answer 6

1. Approach (framework principles)
2. Audience (situation analysis information gathering audience definition
3. Activities ( objectives , tools, action, plan, budget)
4. Analysis ( measurement, analysis, iteration)
   This is a circle cycle

Question 7

KEY WORDS:

Answer 7

-Something to describe the item, keywords that will intrigue audience
- critical to funnel people down the conversion funnel
- the more detailed the keyword, the further down the funnel the consumer will be

Question 8

Finish the sentence
Raising awareness =
Increase number of people who take action =
Build community =

Answer 8

Raising awareness =brand awareness
Increase number of people who take action = conversions
Build community = brand loyalty, engagement

Question 9

What does SMART stand for?

Answer 9

Specific , measurable , attainable , realistic , time bound

Question 10

What are KPIS

Answer 10

KPIs are a type of performance measurement m they equal terms the success of an organization or of a particular activity in which it engages