Module 17 & 18: Integrated Marketing Communication and Digital Marketing

Question 1

Integrated Marketing Communications

Answer 1

carefully blended mix of promotion tools –> advertising, sales promotion, personal selling, public relations, and direct & digital marketing

Question 2

Advertising

Answer 2

reaches masses of buyers at a low cost per exposure, builds a long-term image for a product, can trigger quick sales, has a public nature & is viewed as legitimate, very expressive, impersonal & lacks the direct persuasiveness of sales people

Question 3

Personal Selling

Answer 3

personal interaction between two or more people, allows all kinds of customer relationships to spring up, buyer feels a greater need to listen & respond, most expensive promotion tool

Question 4

Sales Promotion

Answer 4

wide assortment of tools with unique qualities, attracts attention & offers incentives to purchase, used to dramatize product offers & boost sales, invites & rewards quick responses but has short-lived efforts

Question 5

Direct-Digital Marketing

Answer 5

more targeted & interactive, immediate & personalized

Question 6

Public Relations

Answer 6

very believable to readers, can dramatize a company or product, reached many prospects, effective & economical when well thought out

Question 7

Content Marketing Managers

Answer 7

create, inspire, and share brand messages and conversations

Question 8

Informative Advertising

Answer 8

communicating customer value, building a broad & company image, telling the market about a new product, explaining how a product works, suggesting new uses for a product, informing the market of a price change, describing available services and support, correcting false impressions

Question 9

Persuasive Advertising

Answer 9

building brand preference, encouraging switching to a brand, changing customer perceptions of product value, persuading customers to purchase now, creating customer engagement, and building brand community

Question 10

Reminder Advertising

Answer 10

maintaining customer relationships, reminding consumers that the product may be needed in the near future, reminding consumers where to buy the product, keeping the brand in a customer’s mind during off-seasons

Question 11

Digital Marketing

Answer 11

mobile technology, digital billboards, social media, and websites

Question 12

Owned Media

Answer 12

digital properties that are directly controlled by a company

Question 13

Paid Media

Answer 13

digital marketing efforts that require a paid investment

Question 14

Earned Media

Answer 14

the publicity and attention a company receives through electronic word-of-mouth

Question 15

Inbound Marketing

Answer 15

focuses on attracting customers through valuable and relevant content

Question 16

Content Marketing

Answer 16

focuses on consistently creating and sharing informative material to drive customer interest and inspire profitable actions

Question 17

Ease in Navigation

Answer 17

users must be able to find what they are looking for in as few clicks as possible

Question 18

Quick Load Time

Answer 18

users expect a seamless browsing experience, so sites must use load images and content quickly

Question 19

Mobile Friendly

Answer 19

with more people using their phones than computers now, it is important that sites are designed for mobile users

Question 20

Customer Service Tools

Answer 20

companies can offer superior customer service through customer service tools, such as online chat features and the ability to try clothes on a virtual model

Question 21

Search Engine Optimization

Answer 21

the process of driving traffic to a company’s website from “free” or “organic” search results using search engines rather than from paid advertisements

Question 22

Search Engine’s Result Pages (SERP’s)

Answer 22

the page of links and information displayed after a user enters a search query

Question 23

Key-Word Search

Answer 23

find the right words and phrases to use on your website so that search engines can understand what your site is about

Question 24

On-Page Optimization

Answer 24

makes changes to your websites individual pages so that they are easily understood by search engines

Question 25

Backlinks

Answer 25

get other websites to link to your website, which can help boost your site’s credibility and make it more likely to show up in search engine results

Question 26

User Experience

Answer 26

make sure that your website is easy to use and navigate, loads quickly, and looks good on mobile devices

Question 27

Email Marketing

Answer 27

the use of email to promote products or services and maintain a relationship with customers

Question 28

Social Media

Answer 28

an electronic, two-way communication that allows user to share information, content, ideas, and messages to create a customizable experience

Question 29

Geotargeting

Answer 29

allows firms to know when customers are physically near their stores in order to push marketing messages to them

Question 30

Outbound Marketing

Answer 30

involves pushing messages out to a broad audience in hopes of capturing their attention and generating leads

Question 31

Search Engine Marketing

Answer 31

a popular form of online advertising where businesses pay to appear at the top of SERP’s

Question 32

Click Path

Answer 32

a sequence of hyperlink clicks that a website visitor follows on a given site, recorded and reviewed in the order the consumer viewed each page after clicking on the hyperlink

Question 33

Conversion Rate

Answer 33

the percentage of users who take a desired action, such as making a purchase

Question 34

Reach

Answer 34

refers to how many consumers the company is connecting with

Question 35

Frequency

Answer 35

refers to how often the company connects with consumers

Question 36

Traffic Source

Answer 36

determines where customers come from by tracking what digital media messages immediately precedes a website visit that resulted in a purchase

Question 37

Sentimental Analysis

Answer 37

measures how consumers are responding to content by evaluating whether people are reacting favorably or unfavorably to products or marketing efforts