Social Media Applications of Advertising Flashcards
Define Web 2.0.
Distinguishes the progression of the internet to interactive online communication, participation, and engagement.
What does UGC/ CGM stand for?
User-generated content
Consumer-generated media
Define UGC/CGM.
Info and comments created and posted by consumers to add value to socially embedded websites.
Define Earned media.
Incremental exposure earned by a brand through viral engagement and interactions.
Define Owned media.
Brand assets created within social networks by an organisation.
Define Paid media.
Advertisements that can be purchased on digital platforms.
Define Social media.
Group of internet-based applications that build on the ideological and technological foundations of Web 2.0.
List the different types of Social Media.
- Video sharing websites
- Photo sharing sites
- Social news websites
- Blogs
- Microblogs
Define Blogs.
maintained and written by individuals; hosted and owned by an organisation that provides access to web space and a content management system.
Define Micro-blogs.
Enable users post and read short message.
Define video sharing websites.
Consumers and companies upload videos and watch others’ videos for free. - youtube
Define photo sharing sites.
Uploading and viewing still images for free.
Define social new websites.
Allow people to discover and share content on the internet by submitting links and stories to a central service. - reddit
Define virtual identity.
The way consumers or brands use images and text online to construct or showcase its identity.
How does social media act as a brand management tool?
Helps brands to establish and maintain a brand image, reputation, or position.
What are the responsibility of brand managers?
- Track what is being said by consumers
- Interpret consumer-generated info
- Respond to social media posts and comments
List the types of digital ads.
- Sponsored stories
- Post ads
- Pay-per-click (PPC)
- Web ads
- App ads
- Display/banner ads
- I-Traffic index
- Pop-under ads
- Pop-up ads
- Interstitial
- E-search
- Paid search
- Search engine optimisation (SEO)
Define sponsored stories.
Ad-like stories that can be promoted with payment.
Define post ads.
Have higher response rates because they are within consumers’ post to their network.
Define App ads.
Linked with a 3rd party application
Define Display/banner ads.
Paid placements of advertising on sites that contain copy or images.
Define I-traffic index.
Computes a site’s advertising value based on:
- traffic
- placement and size of ads
- ad rates
- evaluations of the site’s quality
Define Pop-under ads.
Present under the active window; visible once the surfer closes that window.
Define Pop-up ads.
Opens in a separate window while a page is loading.
Define E-search.
Looking for ideas, brands, and information online for purchases or entertainment.
Define Paid search.
Paying websites and portals to place ads in or near relevant search results based on key words.
Define Search Engine Optimisation (SEO).
Volume and quality of traffic to a website from search engines are improved based on surfers’ profiles.
Define Big data.
Huge volume of structured and unstructured data that is much too large to analyse or process using traditional ways.
Define collusion.
Helps a user to track and block people who track them.
What is the advantage of Digital and Social Media?
- Interactivity
- Cost efficient
- Digital Footprint.
Define Interactivity
Two-way communications that can feed off one another.
Define Digital footprint.
Engaging and integrating brands with consumers’ lifestyles that they have shared in their open book.
What are the disadvantages of social media?
- Cyber-identity theft
2. Online resistance
What are the disadvantages of social media?
- Cyber-identity theft
- Online resistance
- Privacy seal
- Disclosure
Define Cyber-identity.
Theft of a user’s identity by online or digital means.
Define Online resistance.
Attitude or behaviour against the digital movement at times.
Define Privacy Seal.
Logos that show the site has been endorsed or is a member of a third-party privacy endorser.
Disclosure on the main social media platforms.
- consumers’ loss of info control
- privacy intrusions due to friends’ behaviours
- digital vigilance
Ways to synergise with other IBP tools.
- advergaming
- coupons
- contests and sweepstakes
- sampling, trial offers, price-off deals
- PR and publicity
- Direct marketing
- viral marketing
Define Advergaming.
advertising and brand placement within video games.
Define viral marketing.
Consumers marketing to consumers over the internet through electronic or in-person wom.
Define mobile marketing.
reaching consumers on internet-enable mobile devices.
