Paid Promotion & PR
What is a paid form of communication carried by a medium where the source is known and the message is persuasive?
Advertising
What is the main goal of a sales promotion?
What are the three categories of media investments?
Paid, owned, and earned media.
Wha is the primary purpose of social media marketing?
Build brand awareness and engagement
Which platform uses "Stories" and "Reels" for short videos that disappear or loop?
What is the goal of public relations?
To build and maintain a positive image, manage relationships with the public and media.
Give one example of a consumer sales promotion.
Coupon, samples, sweepstakes, contest, rebate.
What does SEO stand for, and what is its purpose?
Search Engine Optimization - making a site visible and understandable to search engines.
Why is smartphone use critical to social media marketing?
Because mobile devices dominate social media consumption
What platform uses "Pins" and "Boards" to organize visual content?
What is the difference between advertising and publicity?
Advertising is paid, publicity is unpaid.
What is a key challenge with frequent sales promotions?
Consumers may wait for discounts and delay purchases.
What is the Zero Moment of Truth?
The moment a consumer researches a product online before purchase.
What is UGC?
User-generated content - content created by customers that promotes or engages with a brand
What makes marketing on Snapchat unique compared to other platforms?
Content is short-lived, quirky, and geared towards younger audiences.
Name two examples of PR tools used by companies.
Press releases, sponsorships, public service announcements, events
What is direct marketing?
Personalized communication directly to consumers through channels like email, mail, or phone.
What is content marketing?
Creating and sharing valuable content to attract and retain customers.
What are two advantages of using social media analytics?
Track engagement, sentiment, or ROI, inform future content.
What type of ads does YouTube offer that cannot be skipped?
Non-skippable in-stream ads or bumper ads
Why is PR often seen as more credible than advertising?
Because customers perceive it as earned rather than paid content.
What should marketers remember when using direct marketing?
Make it personal and create value without being intrusive.
Name one ethical best practice in digital marketing?
Be transparent, protect privacy, give credit when resharing content.
What is sentiment analysis?
Using data tools to assess public opinion and emotions about a brand.
What makes LinkedIn a valuable marketing tool?
It targets professional audiences with sponsored and message ads.