Marketing concepts
A person who buys the product
Customer
What is an influencer?
Someone who carries influence over others
What is a group of advertisements, commercials, and related promotional materials and activities that are part of coordinated advertising plan
Advertising campaign
Use of search engines to advertise to drive traffic; paid effort.
Search Engine Marketing (Advertising) (SEM)
A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition.
Brand
A similar group of consumers responding to the same marketing mix
Market Segments
The level of trust given by followers based on the perceived knowledge or expertise of the influencer
Credibility
A phrase or sentence that captures the readers' attention, generates interest, and entices them to read the rest of the ad
Headline
Improving the position of your website of the search results to drive traffic without paying.
Search Engine Optimization (SEO)
The basic Strategic Brand Management Process
1. Planning
2. Implementation
3. Monitoring
4. Control/ Feedback mm
Changes in households, the economy, politics and workplace; changes in
personal attitudes about health, time, fun and general living
Trends
What are the most popular channels for influencer marketing?
Instagram and YouTube
A distinctive identification symbol for a business (name for business)
LOGO
Three Key Places for Title Tags
Search engine results pages (SERPs), web browsers, social networks
Marketers Need to Know
1. Who the target consumer is
2. Who the main competitors are
3. How the brand is similar to these competitors
4. How the brand is different from them
The portion of a market controlled by a particular company or product.
Market Share
People aged 45 and up prefer _________ as influencers.
Celebrities
A persuasive message that appears in newspapers, magazines, or other controlled paper media
Print advertisement
Fraudulent clicks leading advertisers to pay for the click; hiring offshore firms or bonnets.
Click Fraud
A legal protection of a brand. Defined as any fanciful arbitrary, distinctive, and non descriptive mark, word, letter, number, design, or picture that denominates and is affixed to goods; it is an inherently distinctive symbol that identifies a product.
Trademark
Company growth by increasing sales of current products to current market segments without changing the product
Market Penetration
What are the four dimensions in which brands and influencers can offer each other mutual value?
1. Audience Value
2. Personal Influence
3. Brand Equity
4. Audience Reach
What are the three categories of print ads?
Announcement ads, image ads, and product ads
Generates large volumes of textual content; attracts viewers and search engine; typically content is not original.
Content Farms
Define aftermarketing
Marketing activities that occur after the customer purchases the brand.