Quiz 3 - Types of Advertising Part B Flashcards
The capacity of a consumer to identify, associate and remember a brand or its attributes.
Brand Awareness
The process of creating and building a brand. It could be defined as the development and maintenance of a group of specific features and values that will be acknowledged by its audience.
Branding
This is creating and distributing useful, relevant and valuable content for leads and prospects with the purpose of attracting them to the company and making a connection with them. An example would be an advertiser writes an article about an interesting topic that is related to their product/service (such as a car company has an article with the top 6 tips for negotiating with car salespeople) and they require the consumers to give their email address to obtain the content. Then the company has their contact info and can send direct advertisements to the consumers’ email or phone (to continue with the previous example, the car company may send emails promoting a sales event or introduction to a new model of car).
Content Marketing
Advertising that is related to the specific content of a website. For example, seeing a car ad when you’re reading car industry news, or seeing an ad for spices while on a cooking website. This is pertinent to media buyers as a media buyer may choose to only buy placement for their ads on publishers that are contextual.
Context Advertising
Putting customers first, and taking their wishes and needs into account when carrying out your marketing activities, as opposed to traditional marketing, which revolves around the needs of a brand.
Customer Centric Marketing
A static ad that essentially looks like a print magazine ad but is delivered online. It is shown on a web page, generally set off in a box at the top or bottom or to one side of the content of the page. Because print ads often become display ads, terminology is shifting in the industry to call any static ad a display ad. Older advertising professional will use this term to only refer to an online static ad while younger professionals might use it for a magazine or newspaper ad too.
Display Advertising
Ads that are marketed to consumers when they are “on the go,” such as in transit, in commercial locations, or in waiting areas.
OOH(Out-Of-Home advertising)
It refers to “out-of-home” advertising - that is, ads that are marketed to consumers when they are “on the go”, such as in transit, in commercial locations, or in waiting areas.
DOOH(Digital Out-Of-Home advertising)
Is distinct from and can be contrasted with national brand advertising based on its appeal. It focuses on bringing customers into the local store for their shopping needs, while the message appeal of brand advertisers attempts to build demand for a specific brand that may be available at a number of retail outlets. Another characteristic that makes retail advertising unique is immediacy. Unlike national brand advertising, which typically is designed to increase awareness and general interest for a brand or product over time, retail advertising is meant to drive store traffic and increase sales immediately. Products advertised in retail ads are intended to be purchased that day. Sales results can be seen at the cash register within hours after the advertising hits the media, and effectiveness can be evaluated within days rather than the weeks or months that national brand advertisers must wait.
Retail/Local Advertising
Online advertising that displays ads on social media platforms, apps or websites.
Social Media Advertising
These are websites where individuals with similar interests or activities in common (friendships, kinship, job colleagues) gather to communicate and exchange information.
Social Media Platforms
Label that often must be attached to native ads. Since the ad is paid content that resembles the editorial content, it can be confusing to consumers. Legally the advertiser must let the consumer know that this is paid-for content, not something such as a news article or feature story in a newspaper. Deception is not allowed in native advertising.
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