Social Media Applications of Advertising

Question 1

Define Web 2.0.

Answer 1

Distinguishes the progression of the internet to interactive online communication, participation, and engagement.

Question 2

What does UGC/ CGM stand for?

Answer 2

User-generated content

Consumer-generated media

Question 3

Define UGC/CGM.

Answer 3

Info and comments created and posted by consumers to add value to socially embedded websites.

Question 4

Define Earned media.

Answer 4

Incremental exposure earned by a brand through viral engagement and interactions.

Question 5

Define Owned media.

Answer 5

Brand assets created within social networks by an organisation.

Question 6

Define Paid media.

Answer 6

Advertisements that can be purchased on digital platforms.

Question 7

Define Social media.

Answer 7

Group of internet-based applications that build on the ideological and technological foundations of Web 2.0.

Question 8

List the different types of Social Media.

Answer 8

1. Video sharing websites
2. Photo sharing sites
3. Social news websites
4. Blogs
5. Microblogs

Question 9

Define Blogs.

Answer 9

maintained and written by individuals; hosted and owned by an organisation that provides access to web space and a content management system.

Question 10

Define Micro-blogs.

Answer 10

Enable users post and read short message.

Question 11

Define video sharing websites.

Answer 11

Consumers and companies upload videos and watch others’ videos for free. - youtube

Question 12

Define photo sharing sites.

Answer 12

Uploading and viewing still images for free.

Question 13

Define social new websites.

Answer 13

Allow people to discover and share content on the internet by submitting links and stories to a central service. - reddit

Question 14

Define virtual identity.

Answer 14

The way consumers or brands use images and text online to construct or showcase its identity.

Question 15

How does social media act as a brand management tool?

Answer 15

Helps brands to establish and maintain a brand image, reputation, or position.

Question 16

What are the responsibility of brand managers?

Answer 16

1. Track what is being said by consumers
2. Interpret consumer-generated info
3. Respond to social media posts and comments

Question 17

List the types of digital ads.

Answer 17

1. Sponsored stories
2. Post ads
3. Pay-per-click (PPC)
4. Web ads
5. App ads
6. Display/banner ads
7. I-Traffic index
8. Pop-under ads
9. Pop-up ads
10. Interstitial
11. E-search
12. Paid search
13. Search engine optimisation (SEO)

Question 18

Define sponsored stories.

Answer 18

Ad-like stories that can be promoted with payment.

Question 19

Define post ads.

Answer 19

Have higher response rates because they are within consumers’ post to their network.

Question 20

Define App ads.

Answer 20

Linked with a 3rd party application

Question 21

Define Display/banner ads.

Answer 21

Paid placements of advertising on sites that contain copy or images.

Question 22

Define I-traffic index.

Answer 22

Computes a site’s advertising value based on:

• traffic
• placement and size of ads
• ad rates
• evaluations of the site’s quality

Question 23

Define Pop-under ads.

Answer 23

Present under the active window; visible once the surfer closes that window.

Question 24

Define Pop-up ads.

Answer 24

Opens in a separate window while a page is loading.

Question 25

Define E-search.

Answer 25

Looking for ideas, brands, and information online for purchases or entertainment.

Question 26

Define Paid search.

Answer 26

Paying websites and portals to place ads in or near relevant search results based on key words.

Question 27

Define Search Engine Optimisation (SEO).

Answer 27

Volume and quality of traffic to a website from search engines are improved based on surfers’ profiles.

Question 28

Define Big data.

Answer 28

Huge volume of structured and unstructured data that is much too large to analyse or process using traditional ways.

Question 29

Define collusion.

Answer 29

Helps a user to track and block people who track them.

Question 30

What is the advantage of Digital and Social Media?

Answer 30

1. Interactivity
2. Cost efficient
3. Digital Footprint.

Question 31

Define Interactivity

Answer 31

Two-way communications that can feed off one another.

Question 32

Define Digital footprint.

Answer 32

Engaging and integrating brands with consumers’ lifestyles that they have shared in their open book.

Question 33

What are the disadvantages of social media?

Answer 33

1. Cyber-identity theft

2. Online resistance

Question 34

What are the disadvantages of social media?

Answer 34

1. Cyber-identity theft
2. Online resistance
3. Privacy seal
4. Disclosure

Question 35

Define Cyber-identity.

Answer 35

Theft of a user’s identity by online or digital means.

Question 36

Define Online resistance.

Answer 36

Attitude or behaviour against the digital movement at times.

Question 37

Define Privacy Seal.

Answer 37

Logos that show the site has been endorsed or is a member of a third-party privacy endorser.

Question 38

Disclosure on the main social media platforms.

Answer 38

• consumers’ loss of info control
• privacy intrusions due to friends’ behaviours
• digital vigilance

Question 39

Ways to synergise with other IBP tools.

Answer 39

• advergaming
• coupons
• contests and sweepstakes
• sampling, trial offers, price-off deals
• PR and publicity
• Direct marketing
• email
• viral marketing

Question 40

Define Advergaming.

Answer 40

advertising and brand placement within video games.

Question 41

Define viral marketing.

Answer 41

Consumers marketing to consumers over the internet through electronic or in-person wom.

Question 42

Define mobile marketing.

Answer 42

reaching consumers on internet-enable mobile devices.