Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
97 Cards in this Set
- Front
- Back
2 main purposes of marketing communication
|
sales and branding
|
|
advantages and dis- of online advertising (3 each)
|
ATI CMS: all thoughts involved, can marketing succeed?
advantages: ATI 1. audience 2. ad targeting 3. interactivity dis- CMS 1. cost v. benefit 2. hard to measure results 3. high supply of legit ad displaying venues |
|
forms of online advertising: 2 types of display ads
|
banner ads and pop-up ads
|
|
forms of online advertising: rich media ads
-ex -boost ____ ____ by 10% |
ex./ javascript
-brand awareness |
|
which form of online advertising is the FASTEST growing?
|
rich media, video ads
|
|
forms of online advertising: 3 types of ad placement
|
1. advertising networks- disney world pay vacation.com for ad space.
2. advertising exchanges- hilton hotels and Avis car rental exchange thru an = point system 3. banner swapping 3. |
|
forms of online advertising: search engine advertising 3 type examples, how ideal of a target market?
|
1.sponsored link areas (pd)
2.google AdWords (keyword) 3.google AdSense(network keyword) -VERY IDEAL target market |
|
what is the fast growing market platform?
|
mobile advertising
|
|
__% of unsolicited commerciral email is spam.
|
90%
|
|
what are 3 efforts that you can do to control spam?
|
use technology, enjoy CAN-SPAM, voluntary self-regulation
|
|
forms of online advertising: 2 types of online catalog examples
|
1.full page spread-Landsend.com
2.grid displays-amazon |
|
search engine optimization techniques
|
1. search engines registration
2. keywords in website descriptions 3. metatags and page title keywords 4. link to other sites=higher rating -social market advertising, having a fb, blogs |
|
behavioral marketing
def |
interest-based advertisind
def: developed profiles are sold to 3rd parties who advertise based on profile. |
|
t/f: 60% of consumers research online before buying offline.
|
True
|
|
what does CAN SPAM act of 2003 stand for
|
Controlling the Assault of Non-Solicited Pornography And Marketing Act of 2003
|
|
main reason online marketing is more effective
|
more TARGETED
|
|
hits
-def -why are they misleading |
def: number of HTTP requests received from a firm's server.
misleading bc one page would have >1 hit bc of graphics, multiple items requesting HTTP. |
|
click-through vs. view-through rate
|
click=ST
view-=LT 30 response rate |
|
what is stickiness?
i.e. how sticky is this website? |
average length of stay at a web site... duration
|
|
reach
|
percentage of web site visitors who are potential buyers
|
|
___ rate is used to measure new customers through product registration
|
acquisition rate
|
|
conversion rate
|
percentage of shoppers who become buyers
|
|
browse-to-buy ratio ex.
|
preview of song on iTunes listened to: 100
song actually bought: 60 =3::5 ratio |
|
abandonment rate/chekcout conversion rate
|
% who abandon a cart and do not complete their order
|
|
loyalty/retention rate
|
repeat customer rate
|
|
attrition rate
|
1-time customers (in a year)
|
|
3 ways to measure online marketing
|
1. measure market share (ex. view-through rate)
2. conversion from visitor to customer (abandonment rate) 3. email metrics (open rate) |
|
click through rate of email
|
percentage who clicked through to offers
|
|
bounce back rate of email
|
percentage of email that could not be delivered
|
|
online advertising: ultimate measure of ad campaign
-highest ROI of online marketing types |
ROI
-commercial email |
|
4 pricing models of online marketing
|
1.barter-small levels
2. cost per thousand (CPM) 3. cost per click 4. cost per action/sale |
|
website functionality
-effectiveness factors (2) -credibility factors (3) |
-effectiveness factors (utility, ease of use)
-credibility factors (design, info structure, info focus) |
|
When making a website, include WHAT features bc they impact online purchasing?
|
-experience
-fast download times -few clicks to purchase -choice agents -responsiveness |
|
4 major categories of ecommerce ethical, social, and political issues
|
1. info rights
2. property rights 3. governance 4. public safety and welfare |
|
5 ethical concepts
|
ERALD
ethics responsibility accountability liability due process |
|
metric information collected examples
|
preference data, transaction data, clickstream data, browser type
|
|
what is important to do when your website collects data
|
explain to the customer WHY you collect data and HOW you'll use it.
benefit customer |
|
profiling
def, used in |
Creation of digital images that characterize online individual and group behavior
used in behavioral targeting, especially for advertising networks that build and refresh profiles of consumers |
|
from a customer's perspective, what is behavioral targeting?
|
bad.
-undermines privacy -weblining (grading customers to weight efforts toward high-paying customers) |
|
who is the largest user of private sector commercial data brokers?
|
government agencies
|
|
3 types of legal protection
|
1. constitution -1,2,14th
2. federal/state statutes and regulations 3. common law |
|
t/f: U.S. firms can gather and redistribute transaction information WITHOUT individual’s informed consent.
t/f: so can Europe. |
1. TRUE: US=no consent
2. FALSE: illegal in Europe |
|
default opt-out
|
start outside and unsubscribed.
-this is what good business practices use. |
|
1998 FTC Fair Info Practices Principles (5)
-are these laws? |
N,C,A,S,E
1. notice/awareness- disclose information practice before collect info 2. choice/consent- opt-in/out 3. access- review info collected by them 4. security 5. enforcement-mechanism to enforce JUST GUIDELINES! not law |
|
self-regulation examples (4)
|
1. safe harbor programs- good housekeeping
2. industry associations 3. privacy advocacy groups 4. privacy protection business-emerging |
|
IP rights example topics (2)
|
ex./ E-publishing of text books, file sharing of music and content
|
|
three main types of IP
name and def |
1.copyright-protects against the copying of entire programs or their parts
2.patent- grants owner 20 year exclusive monopoly on the ideas behind the invention 3.trademark law- identify, distinguish goods and indicate their source ex./intel processors |
|
drawback of copyright (2)
|
only protects entire programs and their parts.
1. look and feel = hard to distinguish (ex./apple) 2.NOT the underlying ideas behind a work (ex./ source code on your unique web page CAN be mimicked without infringement) |
|
fair use doctrine
def |
under certain circumstances, permits use to teachers and writers to reproduce copyrights material
|
|
goal of IP
|
balance two competing interests-the public and the private
|
|
patents
-does this encourage or discourage inventors? -how does raising barriers to entry affect competition? |
-ENCOURAGE inventors
-stifles competition...can't infringe on patent |
|
are "business method patents" possible?
ex. |
yes, in 1998 State Street Bank & Trust v. Signature Financial Group
ex./ amazon's one-click purchasing |
|
trademarks
-purpose -2 types of infringement |
-ensure customer gets what is paid for/expected to recieve
1.market confusion-creates confusion with existing trademarks, causes consumers to make market mistakes 2.bad faith-intential misuse of words to extort revenue |
|
cybersquatting
ex/ |
brandjacking
www.cokacola.com |
|
cyberpiracy
(typosquatting) |
divert web traffic to their own sites
ex./ doke.com vs. coke.com |
|
unethical ex. of metatagging/keywording
|
using trademark's word in a site's metatag
|
|
net neutrality
-internet traffic equality -2010 FCC court decision |
-internet traffic treated equally-no preferential assignment of bandwidth
-2010=court ruled FCC cannot do that. (not done deal tho) |
|
fast growing retail channel
-which specific types show most rapid growth |
online retail
-specialty retail sites |
|
the 4 step false evolution to e-commerce retail
|
1. ppl shop lowest-cost products (no quality factor)
2. no online entry costs, higher efficiency (way cheaper) 3. offline stores forced out of business (online would take over) 4. disintermediation |
|
general merchandisers vs. specialty retailers
-ex each -main difference |
gen- banarepublic.com
specialty-outbox store differences in HOW they attract customers (customer experience, vs. cost) |
|
2 advantages of multi-channel integration
ex. |
1. integrated shopping experience
2. leverage value of physical store ex./ online order, in-store pickup |
|
economic viability
def, and 2 approaches |
def: ability of firms to survive as profitable business firms during 1-3 years
2 approaches: 1.strategic analysis- SWAT, porter's 5 2. financial- balance sheet etc. |
|
4 e-tailing business models ex.
1.virtual merchant 2. bricks-and-clicks 3. catalog merchant 4.manuf.-direct |
1. amazon
2. walmart 3. VS 4. Dell |
|
3 groups/example of service industry group
|
ex./ banking, travel, and career/employment
www.helpwanted.com www.expedia.com |
|
transaction brokering vs. hands-on providers
|
etrade.com vs. webmd.com
|
|
2 global financial service industry trends
|
1. industry consolidation
2. movement towards integrated financial services (still not possible, but ex./ is car loan, house mortgage, and pension fund with one profile/acct) |
|
financial service firms online vs. multi-channel
|
multi-channel=lower acquisition costs, growing faster than pure online
online=more price-driven and less loyal |
|
online travel services revenue has almost __% growth in 4 years
|
25% growth in 4 years, 85b to 120b
|
|
2 segments of online travel market
|
1. unmanaged business travel
2. managed " " |
|
online travel industry
-competition -price -industry |
-competition INTENSE
-price competition difficult -industry CONSOLIDATION |
|
2 main career services
-name -2 advantages of online -important function |
monster.com, careerbuilder.com
1. cost-effective, less time to hire 2. all on one site, easy for job hunters and employees -ability to establish market prices and terms (online national marketplace) ex./national salary average |
|
online recruitment trends (4)
|
SS CN (start soon?, Can Now)
1. consolidation 2. diversification (niche employment sites) 3. job search engines 4. social network: LinkedIn |
|
3 important trends in online content
|
1. user-generated content growing
2. mobile device movement 3. ppl willing to pay for premium content |
|
what does "paid content and free content coexist" relate to?
|
trend in online content
-ppl are willing to pay for premium content |
|
what is convergence?
-def -ex |
def: when traditional media aligns with the internet and technology
ex./pandora radio |
|
as of 2010, what is the highest media utilization?
|
TV
|
|
3 digital content delivery models
-can these three models work cooperatively |
paid, free with advertiser support, freemium (ex.WSJ subscription...only see 1st half of article)
-YES |
|
5 online content revenue models
|
MMAPS
-mixed -Marketing -Advertising -pay-per-view -subscription |
|
4 factors required to charge for online content
|
MCMN
1.focused Market 2. specialized Content 3. sole source Monopoly 4. high perceived Net Value |
|
3 types of media convergence
name and ex |
TCI
1. technological-iPhone phone and facetime 2. content-new tools for editing and processing (illustrator) 3.industry-cross-market content on different platforms (iPhone camera and editing tools) |
|
4 key challenges facing content producers
name and ex |
TCCD (Tebow can copyright decisions)
1. technology-bandwidth issues 2. cost 3. distribution channel and cannibalization (ex./ barnes and noble vs b&n.com 4.digital rights management- illegal music downloads |
|
E-book revenue models (3)
|
1. pay-for-download
2. e-library subscriptions 3. advertising-supported model |
|
entertainment convergence (3 types)
|
1. technological-iphone and gaming
2. content-digital cameras 3. industry- netflix from mail to streaming |
|
4 areas that make up social network definition
-does this mean sharing goals or intentions? |
1. group of ppl
2. shared social interaction 3. common ties among members 4. share an area for a period of time -NO goal-sharing or intentions necessarily 3. |
|
how are portals and social networks converging (2)
|
1. google+ (portal adding social network features)
2. portals have become community meeting places |
|
how has the revenue model of social networks changed?
|
subscription moved to *advertising
|
|
5 generic types of social networks
name and ex |
G,P,I,A,S
1. general communities- FB 2. practice-LinkedIn 3. interest-built around common interest like gaming 4.affinity-self-identify through demographics ex./ blacks go to BlackPlanet 5.sponsored- created by commercial, nonprofit, gov ex./Jeep |
|
dynamic pricing
def 4 types (name & ex) |
def:Prices based on demand characteristics of customer and supply situation of seller
BTUP (button up) 4 types 1.bundling- cell phone bundled with low demand car charger 2.trigger pricing-mcommerce, triggers based on location 3.utilization-insurance price based on miles driven 4. personalization-higher price for early release to committed fans |
|
benefits of auction
name 5 |
LDELI
-Liquidity -price discovery -Market efficiency -lower transaction costs -market maker benefits of no inventory |
|
risks/costs of auctions (5)
|
1. delayed consumption cost 2. monitor costs 3. equipment costs 4. trust 5.fulfillment costs |
|
how can the seller or buyer gain market power in internet auctions?
|
-Seller bias: Few sellers and many buyers
-Buyer bias: Many sellers and few buyers |
|
2 price allocation rules
-from a BUYER'S point of view, which is betteR? |
Uniform pricing rule: Multiple winners who all pay the same price
Discriminatory pricing rule: Winners pay different amount depending on what they bid buyer's pov=uniformity, bc then they pay lowest price |
|
bid rigging
-when can it occur -def -alternative in auctions |
-when price bids are kept private
-bidders communicate prior, rigging their bids to ensure certain prices. -use a open-market |
|
what are 2 common types of auction market fraud?
|
failure to deliver, failure to pay
|
|
portals
-2 types -name and ex. -contain (3) |
general purpose (yahoo) and vertical market (facebook, espn.com)
-contain web navigation, commerce, and content |
|
portal business models-example of each
1. ISP services 2. advertising rev. 3. tenancy deals 4. commission on sales 5. subscription fee 6. apps and games |
1. ISP services (ex./ AOL email for mthly charge)
2. advertising rev. (FB) 3. tenancy deals- affiliate relationship, exclusive partnerships (nike and gatorade) 4. commission on sales 5. subscription fee-premium content charge (WSJ.com) 6. apps and games-games.com |
|
when using google analysis, what is the most important way to measure success?
|
goal conversions
|