Exam (elaborations)
MGT 6311: Digital Marketing - Midterm Exam
- Course
- Institution
MGT 6311: Digital Marketing - Midterm Exam
[Show more]
Seller
Follow
Victorious23
Reviews received
Content preview
MGT 6311: Digital Marketing -Midterm Exam
____ ads accounts for 48% of online ads - -Search ads
-Acquisition - -Converting a prospect into a customer
-Ad Exchange - -A digital marketplace that enables advertisers and
publishers to buy and sell advertising space, often through real-time auctions
-Ad Groups - -Sets of ads that have a common characteristic or focus
i.e., if you are selling books online, you may have ad groups around a certain
author, genre, etc.
-Ad Networks - -Intermediary between advertisers and websites that have
opted into the ad network
-Ad Server - -The technology that places ads on websites.
-Alt Text - -the text that appears if an image does not download from the
server
-Anchoring and Adjustment Heuristic - -Making decisions based on
relative/recent information rather than broad, objective fact.
-App Store Optimization (ASO) - -The process of optimizing mobile and web
applications for the specific web stores in which they are distributed.
-Attention economy - -The idea that human attention is a scarce
commodity/limited resource
-Attribution Modeling - -A certain digital channel might be better at assisting
in purchase than another, at a certain time, in a certain chain of interactions
with the brand
-Automated Ad Extensions - -- Consumer ratings
- Previous visits
- Dynamic structure snippets
- Seller ratings
-Availability Heuristic - -Overemphasize the likelihood or frequency of things
that have occurred recently because they come to mind more easily
,-Awareness - -Creating an identification moment in the customer's mind
-Backlink - -All links on other pages that will take the user to the webpage
-Basic structure of a Google AdWords campagin - -Account > Campaign >
Ad Group
-Behavioral Variables - -Usage Rate
Brand Loyalty
Benefit Sought
-Benefits of search advertising - -- very low cost
- tracking every cent
- targeted ad placement
- giving customers what they want
-Black Hat SEO - -Trying to game search engines by dubious means,
sometimes results in the website being blacklisted.
-Blind Networks - -Target a large number of independent mobile publishers.
Allow you to target by country/type of content, but not by specific websites
-Brand (AMA definition) - -A name, term, design, symbol, or other feature
that identifies one seller's good or service as distinct from other sellers
-Broad Match - -Ad will appear for keywords entered, as well as search
terms that contain your keywords, misspellings, etc.
-Broad Match Modifier - -Gives tighter control than broad match by
excluding synonyms, including other versions of the word such as plurals
Implemented with a "+" before the keyword
-Buyer Journey - -- Loosening of Status Quo
- Committing to Change
- Exploring Possible Solutions
- Committing to a Solution
- Justifying the Decision
- Making the Selection
(Discovery, Consideration, Decision)
-Canonical - -A definitive URL
-Clickthrough - -A click on a text ad link that leads to a website
, -Clickthrough Rate (CTR) - -Clicks/impressions, shown as a % conversion.
A visitor completing a target action
-Cognitive biases - -Prejudices and preferences, as well as common ways of
thinking that are inherently flawed
-Collaborators (5 Cs) - -External business entities that work with the
company to create value for customers
-Company (5 Cs) - -The org or business unit providing certain goods or
services
Look internally at messaging, positioning, etc.
-Competitors (5 Cs) - -Orgs that offer products or services that aim to fulfill
the same wants/needs of the same customers as the company's offering
-Components of a digital marketing strategy - -- context
- value exchange
- objectives
- goals
- tactics
- KPIs
- targets
-Components of GOST strategy - -Goals
Objectives
Strategies
Tactics
-Components of great content - -- emotive
- entertaining
- useful
-Confirmation bias - -Only focusing on the information that confirms
your beliefs (and ignoring disconfirming
information)
-Context (5 Cs) - -The environment in which the company operates and its
associated elements
-Contextual Ads - -ads are determined by the content on the webpage
-Conversion Rate - -The number of conversions divided by the number of
visitors, expressed as a percentage.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller Victorious23. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $12.49. You're not tied to anything after your purchase.
Can Stuvia be trusted?
4.6 stars on Google & Trustpilot (+1000 reviews)
83637 documents were sold in the last 30 days
Founded in 2010, the go-to place to buy study notes for 14 years now