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MKTG 442 Final Flashcards

1
Q

What is IRI

A

A company that provide powerful sales and shopper information - mainly to CPG, healthcare and retail companies

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2
Q

Intelligence data supplied (1)

A
  • Market Performance & Strategy
  • Consumer & Shopping
  • Analytics & In-Market Execution
  • Retail
  • Data & Research
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3
Q

Intelligence data supplied (2)

A
  • Basic Sales Data
  • Consumer & Shopping
  • Analytics & In-Market Execution
  • Store Level & Merchandising Insights
  • Attitude Link - New Product Research
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4
Q

IRI Diary Panel Data provides?

A

a full profile of useres that buy your product or your competitors product

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5
Q

EX: If Matrixx buys IRI Panel Data, what will they know

A

Zicam’s purchasing HH’s
* Skew Female
* White Collar/Managerial
* Affluent
* Well educated

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6
Q

How many consumer households continually provide information about their purchases

A

60,000

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7
Q

How do IRI Consumer panelists record all their purchases intended for personal, in-home use

A

They use in-home scanners

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8
Q

What information do consumers provide about their households

A
  • What products they buy
  • When and where they make purchases
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9
Q

E-Commerce Solutions

A
  • Identifies how shoppers are behaving online
  • Provide a 360-degree view of the e-commerce universe and its retailers
  • Helps companies know exactly where to invest to drive growth online
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10
Q

How is IRI information collected

A

Clerk scans, UPC info price and quantity. Information is then stored in database. IRI accesses this information and then sell directly to companies that subscribe to IRI

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11
Q

Major IRI Categories

A
  • Distribution type
  • Region
  • Time Frame
  • Category/Brand Type
  • Other Various Measures
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12
Q

Distribution Type

A

Multi-Outlet Geography

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13
Q

Multi-Outlet Geography

A
  • Beyond traditional grocery, drug and mass merchandise coverage
  • Now includes dollar and club channels, Walmart and military commissaries
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14
Q

Region Type

A
  • Pacific West
  • Mountain West
  • Southwest
  • Midwest
  • Southeast
  • Mid-Atlantic
  • Northeast
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15
Q

Timeframe

A
  • Generally 2 years available in database
  • Broken into periods by Weeks
  • Customizable periods
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16
Q

What are the time frames when broken into periods by weeks?

A
  • 52 weeks
  • 26 weeks
  • 12 weeks
  • 4 weeks
  • Individual weeks
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17
Q

Category/Brand/Type EX

A

Category: OTC Cough/Cold/Allergy/Zinc
Brand: Zicam Cold Remedy Level
Type Level: Nasal Gel
Type Level: Oral Mist
Type Level: Chewables

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18
Q

What are the 4 measures?

A
  • Dollar Sales Volume
  • Unit Volume
  • Distribution Metrics
  • Pricing Metrics
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19
Q

Dollar Sales Volume

A

Unit selling price x total units sold

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20
Q

Unit Volume

A

The total number of actual units sold

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21
Q

Changes in sales volume can be

A
  • Distribution related
  • Velocity related
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22
Q

Distribution Related

A
  • add more stores/subtract stores
  • OOS/Inventory Related
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23
Q

Velocity Related

A
  • Price
  • Merchandising/Promotion/Advertising
  • Awareness/Image
  • Competition
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24
Q

All Commodity Volume (%ACV Weighted Distribution)

A

is a Distribution Variable

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25
Q

What is % ACV Weighted Distribution

A
  • distribution, weighted by the size of the store
  • adjusts for the fact that not all stores see same consumer traffic
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26
Q

Our story

A

a brief overview of the company history

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27
Q

Logistics

A

pallet weight, # cases per pallet, Bottle Price to Consumer

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28
Q

Growth Trends

A

a couple of charts showing the growth of teh oxygenated water category

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29
Q

Consumer Marketing Plan

A

showing a high-level overview of the ecosystem

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30
Q

What is Our Story, Logistics, Growth Trends, and Consumer Marketing Plan all part of?

A

Sales Strategy Architecture

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31
Q

3 tenets of demand generation

A
  • PPC (Immediate Exposure)
  • SMM (Ongoing Communication)
  • SEO (Long Term Visibility)
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32
Q

PPC

A

Pay Per Click Advertising

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33
Q

What are the benefits of PPC

A
  • Immediate Visibility in Search Engines
  • Direct Demand Generation Channel
  • Controlled Ad Messaging
  • Ability to Test & Refine Campaigns Quickly
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34
Q

SMM

A

Social Media Marketing

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35
Q

What are the benefits of SMM

A
  • Establish One-on-One Connections with Target Markets & Key Influencers
  • Real-Time Feedback and Market Research
  • Create/Enhance Relationships with Customers & Partners
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36
Q

SEO

A

Search Engine Optimization

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37
Q

What are the benefits of SEO

A
  • Be Found Consistently in Trusted Organic Search Results
  • Greater Leverage for Launching Future Content Marketing Initiatives
  • Create a Platform for Testing New Marketing Opportunities
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38
Q

What is PPC?

A

Pay-per-click is the placement of a small “Ad” on the search results page for a specific keyword or keywords in return for a specific payment when a visitor actually clicks on your ad

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39
Q

How do you pay for PPC?

A

Pay nothing to appear on the results page per se; you only pay the amount you have agreed to (or bid for) when someone actually clicks on your ad and is taken to your Shutters web site

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40
Q

A PPC campaign is a quick way for what?

A

To drive sales to the brand’s web site in a cost efficient manner

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41
Q

What does PPC gain for the brand?

A

Top positioning for certain keywords

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42
Q

PPC is what? (4 answers)

A

Flexible, measurable, accountable and fully scalable

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43
Q

Why use PPC?

A
  • Increase revenue
  • increase overall visibility
  • Capture leads
  • Ensure prominence on the first page of search results
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44
Q

What is the single most popular PPC advertising system?

A

Google AdWords

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45
Q

The AdWords platform enables

A

businesses to create ads that appear on Google’s search engine and other Google properties

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46
Q

What are the elements involved in a PPC campaign

A
  • Campaign
  • Ad Groups
  • Keywords Bidding
  • Ads
  • Placement
  • Your Web Site/Landing Pages
  • Quality Score
  • Reporting/Google Analytics
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47
Q

Campaign

A

a set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings

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48
Q

Campaigns are often used to

A

organize categories of products or services that you offer

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49
Q

Your AdWords account can have

A

one or many ad campaigns running

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50
Q

Each campaign consists of

A

one or more ad groups

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51
Q

Ad Groups

A

contain one or more ads which target a shared set of keywords

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52
Q

Each campaign is made up

A

of one or more ad groups

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53
Q

Give an example how ad groups can be used to organize ads by a common theme

A

Halloween Home Decor or New Halloween Costumes or Halloween Costumes for Kids

54
Q

Keywords

A

words or phrases describing your product that you choose to help determine when and where your ad can appear

55
Q

Keywords you choose are used

A

to show your ads to your target audience

56
Q

Google Keyword Planner

A

a tool that helps to build new Search Network campaigns or expand existing campaigns

57
Q

Broad match

A

Ads may show on searches that relate to your keyboard - loose matching

58
Q

Phrase match

A

Ads may show on searches that include the meaning of your keyword - moderate matching

59
Q

Exact match

A

Ads may show on searches that are the same meaning as your keyword - tight matching

60
Q

Cost-Per-Click (CPC)

A

refers to the actual price you pay for each click in your pay-per-click (PPC) marketing campaigns

60
Q

Two key elements you should know are

A
  • Cost-Per-Click
  • Cost-Per-Acquisition
61
Q

Most PPC campaigns are based

A

on a CPC model
you say “ill pay $1.50 mac for each click on my ad” The engines will then serve your ad according to other mac CPC’s

62
Q

CPC varies for each keyword

A

based on the competitive landscpaes

63
Q

CPC Bid

A

Choose between manual bidding (you choose your bid amounts) and automatic bidding (you set a target daily budget and AdWords system automatically adjusts your max

64
Q

Who bids on you behalf and what is the goal?

A

CPC and the goal of getting you the most clicks possible within that budget

65
Q

With manual bidding what are the rules

A

You set one maximum CPC bid for an entire ad group, but can also set different bids for individual keywords

66
Q

How is Ad Ranking determined

A

position is determined by how much an advertiser is willing to pay

67
Q

What is also taken into effect when determining position?

A

Quality score

68
Q

Quality Score

A

reported on a 1-10 scale and its components include expected click through rate, ad relevance, and landing page experience

69
Q

The more relevant your ads and landing pages are to the user

A

the more likely it is that you’ll see higher Quality Scores

70
Q

Higher quality ads can lead to

A

lower prices and better ad positions

71
Q

Quality Score depends

A
  • Your click-through-rate (CTR)
  • The relevance of each keyword to its ad group
  • Landing page quality and relevance
  • The relevance of your ad text
  • Your historical AdWords amount
72
Q

Cost-Per-Action

A

a metric that measure how much your business pays in order to attain a conversion

73
Q

Cost-Per-Action, you choose a price you are

A

willing to pay for a certain action on your site, such as “request more info” or “contact form submission”

74
Q

What is the most important aspect of a PPC campaign?

A

Writing Ads

75
Q

Writing Ads

A

you have a few words to convince a user you have the exact product/service they are looking for

76
Q

Reminders for Writing Ads

A
  • keep information concise but descriptive
  • include a call to action in the ad: click here, try now, order online or sign up
  • test different offers
  • include top keywords in the ads
77
Q

General text ad limits

A
  • Headline: 25 Characters
  • Display URL: 35 Characters
  • Description Line 2: 35 Characters
78
Q

Guideline for Writing Ads

A
  • Do NOT use your competitors name or trademarked phrases within the ad
  • Do NOT use all capital letters
  • Do NOT use words like “best” or “better” of #1
  • Use exclamation points sparingly
79
Q

Landing page

A

a standalone web page, created specifically for the purposes of a marketing or advertising campaign

80
Q

Microsites

A

where a visitor “lands” when they have clicked on a Google AdWords ad or Facebook ad etc

81
Q

Landing pages are designed with a single focused objective…

A

Call to Action (CTA)

82
Q

Landing page experience is one of the several factors that helps determine

A

a keyword’s Quality Score

83
Q

The experience of a landing page is represented by

A

usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page

84
Q

Google Analytics provides

A

in-depth reporting on how people use your website
can use to learn what people do after click your ads

85
Q

Google Analytics shows you how

A

people found your site and how they explored it which allows you to optimize the content and user experience based on the data

86
Q

Using Google Analytics and AdWords together, you can learn about what customers

A

do on your site after clicking your ad and in return improve your customers experience on your website, which in turn can help you increase conversions ( like sales and sign-ups) and your overall return on ad spend (ROAS)

87
Q

Acquisition Overview section of Google Analytics enables

A

you to keep an eye on traffic sources

88
Q

Bounce rate

A

the number of users that enter your site, then leave after viewing just a single page (or custom settings)

89
Q

A conversion occurs

A

when a user takes a specific action that you have set-up as a goal

90
Q

Audience reports

A

provides insight into characteristics of your users

91
Q

Characteristics of audience reports

A
  • Audience Overview
  • Lifetime Value
  • Cohort Analysis
  • Demographics
  • Interests
  • Geography
  • Behavior
  • Technology (Browser/OS)
  • Mobile (Devises)
92
Q

Lifetime Value (LTV)

A

the prediction of the value a customer will have over there lifetime with your company or brand - an estimate or average

93
Q

With LTV you can determine

A

a profitable allocation of marketing resources to the acquisition of those users

94
Q

Website Development Process

A
  1. Discovery & Strategy
  2. User Experience
  3. Creative Development
  4. Front End & Back End Coding
  5. Q&A
  6. Launch & Optimization
95
Q

Immersion, Discovery & Strategy: The Team

A
  • The Creatives
  • The Suites
  • Developers
  • Project Manager
96
Q

Immersion, Discovery & Strategy: Objectives, Research, Insights

A
  • Corporate Goals/Project Goals
  • Key Stakeholder Interviews
  • Competitive Analysis
  • Category Trends - mobile/usage/pricing/packaging, marketing, acquisition, distribution
  • Target Audience Analysis -
    search trends & seasonality
  • Brand Positioning
  • Google Analytics
97
Q

IA & User Experience: The Team

A
  • Creative Team
  • Account Team
  • Developers
  • Project Manager
97
Q

IA & User Experience: Tasks & Deliverables

A
  • User Persona creation
  • Site Map -
    IA
  • Wireframes
  • User Flow Diagrams, User Pathways -
    Sketches –> PSD
  • Content Management Planning
98
Q

Concepting/Web Design: The Team

A
  • Creative Team
  • Account Team
  • Developers
  • Project Manager
99
Q

Concepting/Web Design: Web Design

A
  • PSD or AI Based
  • User Friendly
  • Performance Based
  • Engaging
  • Beautiful
100
Q

Front-End Coding: The Team

A
  • Digital Creative Team
  • Account Team
  • Developers
  • Project Manager
101
Q

Front-End Coding: Key Pillars

A
  • HTML
  • CSS
  • JavaScript
102
Q

Back-End Development: Solutions

A
  • PHP
  • ASP
  • .NET
  • CGI
  • Apache
103
Q

Back-End Development: CMS

A
  • WordPress
  • Drupal
  • Magento
104
Q

Back-End Development: Team Members

A
  • Back-end Developer
  • Front-end Developers
  • Project Manager
105
Q

Back-End Development: E-commerce Solutions

A
  • Volusion
  • Shopify
  • Big-Commerce
  • Fortune 3
  • Go Daddy Quick Shopping Cart
106
Q

Quality Assurance & Testing

A
  • Registration Form
  • Login Form
  • Search
  • Contact Us Form
  • Subscription Form
  • Media Uploading & Downloading
  • Check-out
  • Devises
  • Content & Style
  • SEO
  • Security
  • Performance
107
Q

Inbound Marketing

A

Strangers -> Visitors -> Leads -> Customers -> Ambassadors

108
Q

Attract

A

AdWords
Facebook
Microblogging

109
Q

Convert

A

Microsites
Contact Form
Phone Number

110
Q

Close

A

Salesforce Data
E-mail
Sales Team

111
Q

Nurture

A

Qualtrics
Targeted Content
Social Listening

112
Q

Content marketing is the art of

A

communicating with your customers and prospects WITHOUT selling (non-interruption marketing)

113
Q

Instead of pitching your products or services

A

you are delivering information that makes your buyer more intelligent

114
Q

The essence of this content strategy is the belief that if we

A

as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty

115
Q

Goal with content marketing is

A

to become more than just a solutions provider

116
Q

a strong, consistent content strategy will position a brand as

A

a subject matter expert and trusted resource for consumers

117
Q

Content marketing will provide a company with the opportunity to

A

engage and educate consumers about relevant topics, not the company’s products, while building a trusted relationship

118
Q

the trust factor will ultimately lead to

A

consumer loyalty and long-term brand enrollment lift, customer satisfaction and long-term relationships

119
Q

Content Marketing Strategy: Plan

A

Goals
Strategy
Buyer Personas
Buyer Journey
Matching Content to Channels

120
Q

Content Marketing Strategy: Create

A

Map Content to Buyer Personas
Create Content that - educates, is easy-to-consume, informs and entertains
Matching Content to Channels

121
Q

Content Marketing Strategy: Distribute

A

Create a content calendar
Distribute according to calendar

122
Q

Content Marketing Strategy: Analyze

A

Determine Metrics and KPIs
Create testing parameters and carry out tests
Measure and Refine

123
Q

A content strategy needs to be

A

Relevant (Plan) + Efficient & Effective (Create, Distribute) + Continually Optimized (Analyze)

124
Q

This is a crucial first step in “Plan”

A

developing a robust target description and profile

125
Q

what are 3 buyer personas

A
  • Young + cost-conscious
  • Discerning digitial native
  • time-pressured parent
126
Q

Describe young + cost-conscious

A

fitness-focused millennials seeking value
shop + save

127
Q

Describe discerning digital native

A

highly engaged young professionals online health users
online + onboard

128
Q

describe time-pressured parent

A

busy gen x looking for convenience above all else
online + onboard

mktg 379 final (2 decks)

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