1. Web marketing chain correct answers No notice scenario: consumer doesn't notice ad= advertiser gets nothing
Notice but no click scenario: consumer notices ad but doesn't click= advertiser gets something (ad brand impact) advertiser gets to show brand to consumer through the ad itself
Notic...
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1. Web marketing chain correct answers No notice scenario: consumer doesn't notice ad=
advertiser gets nothing
Notice but no click scenario: consumer notices ad but doesn't click= advertiser gets something
(ad brand impact) advertiser gets to show brand to consumer through the ad itself
Notice and click scenario: click through ad= advertiser gets brand exposure and through the ad
and through their website
-If the consumer ends up making a purchase thats an added plus
2. Goals for advertising, traffic building, and conversion correct answers Advertising = ad brand
impact (letting customer see)
Traffic building= website brand impact (gain info)
conversion = online profit (purchase)
3. Eight possible traffic building tools for a website correct answers 1. Mass media: TV/
magazine (include company website address)
2. Publicity/WOM: people's words to get customers to come to your website
3. Direct traffic: when customers type your website address to visit site and bookmark tabs on
computers
4. Search engine: to build traffic on website
5. Display ads (banner ads) only 1% of people today click through display ads
6. Affiliate networks
7. Emails
8. Video ads
4. Various standardized interactive advertising units for online display advertising. correct
answers Leaderboard: top or bottom of site , Rectangle ,Medium rectangle: side of website ,
Button2 and microbar
Expanding ad
Floats: like a pop up ad but shows up on same window covering the page
Interstitials: timing of the ad usually when consumers are transitioning to one website to another
5. Banner blindness phenomenon correct answers Where consumers either intentionally or
subconsciously avoid ads or potential ad spaces on a webpage
6. How can one make display/banner ads more effective? correct answers 1. Choose a less blind
location
2. One second effect: display ad needs to convey its meaning in one second or less
3. Show you logo: familiar
4. Decided weather plain text or rich media(moving ads, images, video, audio) is better
, 7. What are the different ways of targeting a display ad at a specific audience? correct answers 1.
keywords : matching ads with websites based on match of keywords
2. Topics content
3. interests : based on buyers past browsing behavior (makes ad more relevant)
4. retargeting : gets consumers to come back to the website by displaying products already
looked at
5. Placements: where the ad is placed on website
8. How do affiliate networks work? Why is it a cost-effective marketing tool? correct answers
Affiliate networks are widely used among major retail websites. The basic idea is that if you
refer a consumer to the store and the consumer ends up making a purchase, you will receive a
certain percentage of the sales.
It is cost effective because it is commission based, meaning that the company only pays affiliates
from the sales that they bring in
9. What are the three tactics that help make email marketing more effective? Be able to briefly
describe each. correct answers In house vs. rented list: email lists - Keeping them on the in house
lists: emails need to be relevant and pay attention the the frequency of emails (don't send out too
much customer may unsubscribe)
micro-segmentation: personalize emails to specific customers, customize email frequency based
on the customer
Test and Track: what works and what doesn't: A/B testing seeing which is more effective based
on clicks. If A only gets 2 clicks and B gets 20, B is the more effective result
10. Three forms of online video ads correct answers Pre-roll ads: Pre-roll is probably the most
popular format, adopted by most YouTube videos. The ad shows up at the beginning of a video,
before the users get to the actual content that they want to watch.
Mid-roll ads: Mid-roll happens in the middle of a video. Similar to the commercial breaks within
a TV program, these ads interrupt your video viewing to show you ads. Hulu, the online video
service specializing in TV shows, uses mid-rolls a lot. Watching a TV show on Hulu therefore is
very much like watching a TV show on TV, except that Hulu usually only has about 4 or 5
commercial breaks during a one-hour show and the commercials usually will not be more than a
minute and a half during each break.
Post-roll ads: Post-roll ads appear at the end of a video. They are used rather infrequently, partly
because of its lack of visibility and effectiveness. On YouTube, they use that post-roll space to
recommend other videos the consumer should watch. TED, the very influential conference on
ideas worth spreading, also use post-roll ads with some of the videos on their website.
11. Three key characteristics of mobile devices correct answers Constant presence: mobile
devices are always in our pocket no matter where we go. This greatly enhances the utility of
mobile devices to us. This is a valuable trait because it means you can potentially reach
consumers at any time at any location.
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