Understanding Marketing Terms: Food Quality, Drug Safety, and Advertising, Quizzes of Brand Marketing

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TERM 1 dwell rate DEFINITION 1 measures the proportion of ad impressons that resulted in user clicking an ad or mousing over it TERM 2 dwell time DEFINITION 2 measures the amount of time individuals spend engaged with an advertisement TERM 3 length of engagement DEFINITION 3 how long at site irregardless of where on the site TERM 4 click throughs DEFINITION 4 primary measurement of lead generation TERM 5 QR codes DEFINITION 5 ads containcount access code TERM 6 facebook and twitter measure DEFINITION 6 number of likesresponses to special offers TERM 7 online evaluation metrics DEFINITION 7 mediametrix for basic demographics net ratings for gross rating points and other ratings instruments psychographic data from sri consulting web site rating and descriptions from net guide web traffic audit data from cpa interactive TERM 8 cognitive neuroscience DEFINITION 8 brain image measurement process that tracks brain activity Measures brainwave activity Better indicator of respondents true reaction Does not rely on self-reporting understand HOW info processed TERM 9 warmth monitor DEFINITION 9 method to measure emotional responses to advertisements TERM 10 copy testing DEFINITION 10 tests that are used to evaluate a marketing piece that is finished or is in its final stages prior to production TERM 21 deception DEFINITION 21 contains factual statement TERM 22 puffery DEFINITION 22 when takes place when a firm makes an exaggerated claim about its products or services without making an overt attempt to deceive or mislead not a factual statement friendliest, best, finest, greatest TERM 23 ethics DEFINITION 23 moral principles that serve as guidelines for both individuals and organizations TERM 24 morals DEFINITION 24 beliefs or principles that individuals hold concerning what is right and that is wrong TERM 25 ATF DEFINITION 25 bureau of alcohol tobacco and firearms TERM 26 USPS DEFINITION 26 US Postal Servicejurisdiction over mailed marketing materials TERM 27 FCC DEFINITION 27 federal communications commission TERM 28 FDA DEFINITION 28 food and drug administration regulates and oversees packaging and labeling of products ads on food and ads for rugs ensuring food quality and drug safety TERM 29 FTC DEFINITION 29 federaltrade commissions federal agency presides over marketing committee is used when ads are unfair to competition and restrict fair trade consent orders- TERM 30 consent orders DEFINITION 30 FTC uses when violation has occurred TERM 31 cross promotion DEFINITION 31 marketing event that ties together companies and activities around a specific theme TERM 32 event marketing DEFINITION 32 when a company pays money to sponsor an event or program TERM 33 sponsorship marketing DEFINITION 33 when the company pays money to sponsor someone or some group that is participating in an activity TERM 34 crisis management DEFINITION 34 either accepting blame for an event and offering an apology or refuting those making the charges in a forceful manner TERM 35 greenwashing DEFINITION 35 activities that are presented as being green or environmentally friends that are not TERM 46 free standing inserts (FSI) DEFINITION 46 sheets of coupons distributed in newspapers, primarily on sunday TERM 47 growth hacking DEFINITION 47 developed by technologystartupswhich use creativity,analytical thinking, andsocial metricsto sell products and gain exposure. TERM 48 google ad words DEFINITION 48 be seen by customers at the very moment that theyre searching on google for the things you offer, only pay when they click to visit your website or call TERM 49 google analytics DEFINITION 49 provides a single, accurate view of the customer that can be customized to your needs and shared across the organization. TERM 50 paid search ads DEFINITION 50 advertise within sponsored listings of a search engine or partner site by paying either each time your ad is clicked or when ad is displayed TERM 51 Search engine optimization DEFINITION 51 the process of increasing the probability of ap articular companys web site emerging from search TERM 52 blogs DEFINITION 52 online musings of individual or group, web logs TERM 53 PURLs DEFINITION 53 a personalized web page that is preloaded with the customers personal data, contact information, purchase behavior, and previous interactions with the company TERM 54 brand spiraling DEFINITION 54 the practice of using traditional media to promote and attract consumers to a web site TERM 55 dwell rate DEFINITION 55 measures the proportion of ad impressions that resulted in users clicking an ad or mousing over it TERM 56 widgets DEFINITION 56 mini applications embedded in a banner ad that permit a consumer access to some form of dynamic content that is provided by an external sources other than the company where the ad resides TERM 57 banner ads DEFINITION 57 First online advertising Accounts for 32% of online advertising Can embed videos and widgets Target display ads TERM 58 visual added incentives DEFINITION 58 customized shopping merchandise on web that is not in print game weekly tip TERM 59 interactive marketing DEFINITION 59 Two-way communication and involvement Internet ideal medium Can track activity Personalize messages TERM 60 cyberbait DEFINITION 60 a type of lure or attraction that brings people to a Web site TERM 71 gross impressions DEFINITION 71 the number of total exposures of the audience to an advertisement TERM 72 media multiplier effect DEFINITION 72 the combined impact of using two or more media is stronger than using either medium alone TERM 73 cost per thousand DEFINITION 73 the dollar cost of reaching 1000 members of the media vehicles audience TERM 74 gross ratings points DEFINITION 74 a measure of the impact or intensity of a media plan TERM 75 opportunities to see DEFINITION 75 the cumulative exposures to an advertisement that are achieved in a given time period TERM 76 frequency DEFINITION 76 average number of times an individual household, business within a particular target market is exposed to a particular advertisement within a specified time period TERM 77 ratings DEFINITION 77 a measure of the percentage of a firms target market that is exposed to a show on television or an article in a print medium TERM 78 reach DEFINITION 78 the number of people, households, businesses in a target audience exposed to a media vehicle or message schedule at least once during a given time period TERM 79 brand parity DEFINITION 79 few tangible distinctions between competing brands in mature markets TERM 80 visual esperanto DEFINITION 80 a universal language that makes global advertising that visual images are more powerful than verbal descriptions TERM 81 subliminal DEFINITION 81 placing sexual cues or icons in ads in an attempt to affect a viewers subconscious TERM 82 appeals DEFINITION 82 fear humor sex subliminal placing sexual cues or icons in ads in an attempt to affect a viewers subconscious music rationality emotions scarcity TERM 83 taglines DEFINITION 83 a catchy, easy to remember phrase in an ad used to make the key point and reinforce the companys image to the consumer TERM 84 MECCAs DEFINITION 84 means end conceptualization of components for advertising strategy an ad approach that suggests using five elements in creating ads the products attributes linked to consumer benefits leverage points connection between benefit personal value personal values executional framework TERM 85 means end DEFINITION 85 Chain an advertising approach in which the message contains a means (a reasoning or mental process) to lead the consumer to a desired end state, such as a key personal value Theory ad should contain message or means, that leads consumer to a desired end state