Chp. 3: Digital Mktg.
This framework emphasizes Excite, Educate, Experience, and Engage as the pillars of digital marketing.
What is the 4E framework?
This process involves creating, pricing, distributing, and promoting offerings that deliver value to customers.
What is marketing?
This is the first step in the ad campaign development process where where advertisers identify what issue needs to be solved for the brand.
What is problem/challenge identification?
This type of ad agency provides all services (research, strategy, creative, media buying, and more) under one roof.
What is a full-service agency?
This form of communication is two-way, interpersonal, and focused on building relationships.
What is personal selling?
A Snapchat demo that lets customers virtually try on shoes aligns with this “E” in the 4E Framework.
What is Experience?
This element of the marketing mix focuses on communication strategies like advertising, PR, and personal selling.
What is promotion?
This tool helps advertisers start thinking about solutions for overcoming the brand's problem/challenge by identifying the brand's strengths, weaknesses, opportunities, and threats.
What is a SWOT analysis?
This type of ad agency specializes in serving companies that sell products to other businesses.
What is a B2B agency?
Peloton salespeople selling equipment to hotels and gyms is an example of this type of selling.
What is B2B personal selling?
In digital marketing, this practice is extremely important for testing and improving strategies.
What is experimentation?
This term describes the coordination of all promotional tools to deliver a consistent brand message.
What is integrated marketing communications (IMC)?
This is the term for the overarching theme or concept that guides all creative executions in a campaign.
What is the Big Idea?
This type of ad agency is owned by a company to handle its own advertising needs internally (e.g., Disney's Yellow Shoes).
What is an in-house agency?
The largest portion of a salesperson’s role typically involves this skill.
What is problem solving?
This framework explains why consumers interact with brands on social media, highlighting effects such as information, connectedness, networking, dynamic content, and timeliness.
What is the Wheel of Social Media Engagement?
This paid, mediated form of communication is designed to persuade consumers to act, either now or in the future.
What is advertising?
This short document outlines the campaign’s objectives, target audience, and creative direction.
What is a creative brief?
In an ad agency, this person is responsible for overseeing all creative output.
Who is the creative director?
When a salesperson uses high-pressure tactics to manipulate a buyer, it creates this type of ethical issue.
What is a Salesperson-Customer ethical issue?
This framework is used to continually monitor and improve performance in digital marketing?
What is Listen, Analyze, Do?
This marketing function builds trust and reputation through unpaid, earned media coverage.
What is Public Relations (PR)?
This document provides advertisers with a detailed description of the target audience, including demographics, needs, and pain points.
What is a target market profile?
In an ad agency, this role works directly with clients and represents their interests internally.
Who is an account executive?
A salesperson who earns a percentage of each sale (on top of their salary) is being compensated through this structure.
What is commission?