Module 3 Flashcards
Brand
How a business or organization is perceived by the public
Brand equity
The value consumers attribute to one brand’s offerings when compared with similar products from another brand
Brand safety
Keeping a brand’s reputation safe when they advertise online
Business goal
A desired aim, achievement, or outcome for a business
Content marketing
A marketing technique that focuses on creating and distributing valuable content to a specific audience
Cost per click (CPC)
The amount an advertiser pays when someone clicks on a PPC ad
Customer persona
Represents a group of similar people in a desirable audience
Display ad
A visual ad format placed on websites or applications
Earned media
Positive digital exposure generated through personal or public recommendations
Email marketing
Sending messages to a list of existing subscribers to share information, drive sales, or create community
Keyword
A search term people use to find information, products, and services online
Media mix
A combination of digital channels used to reach goals and how the budget is divided among them
Owned media
All the digital content a brand fully controls
Paid media
Any form of digital promotion a brand pays to put online
Pay-per-click (PPC)
A type of advertising that allows the advertiser to pay only when someone clicks on an ad link
