Chapter 6
- 1. Chapter 6 Customer Acquisition: Branding and Advertising Written & Illustrated by Costa, Bianca, Melissa & Lauren
- 2. Describe ways in which consumer media habits are changing Advances in technology are resulting in changing consumer behaviours patterns. Internet enables greater capabilities for the distribution of information and media to a global audience. Provides instant responses. 60.9% of respondents spend more time on the internet then using any type of media. Allows digital customer data and electronic customer relationship. Allows for creative design development, advertising, and sales to be made in one quick and easy step SMS: method of target marketing for a range of market groups ranging in age from late-teens to middle aged. advertising is cost effective. target a mobile audience personal BLUETOOTH Free service Graphical Fast and convenient EMAIL Free & convenient Measureable and flexibile
- 3. How brand development differs form direct response Brand Development : Important for construction and monitoring of a brand. Making a product well know and getting it out to the market place. Direct-response marketing is a form of marketing designed to solicit a direct response which is specific and quantifiable. delivery of the response is direct between the viewer and the advertiser Awareness Familiarity Positive Imagery Completed Transaction
- 4. Define major branding concepts Brand Promise is a commitment you make to prospects and customers. It answers the question on every customer’s mind and is needed to fulfil. Companies with the clearest brand promises have the strongest brands. And the simplest idea is often the most powerful. Brand Attributes include all the unique ways you deliver your brand promise. These describe the customer’s experience with your company. Common attributes include your unique versions of quality, customer service, innovation and flexibility. Brand Personality describes the human characteristics people experience when they encounter your brand. It has a strong influence on the emotional connection people feel toward your brand. Company’s brand personality matches the customer’s self-perception of their own personality or a personality they aspire to. Common brand personalities include ruggedness, sophistication, excitement, competence or sincerity.
- 5. What techniques are marketers using online to build and reinforce brands Personalization Co-Creation of Content Purchase-Process Streamlining Customization Dynamic-Pricing Brand Community
- 6. List the major customer acquisition techniques, both online and offline
- 7. Give examples of major online advertising formats
- 8. What is ad serving? Ad serving describes the technology and service that places advertisements on web sites. It is normally performed either by a Web publisher, or by a third-party ad server. These technology companies provide software to web sites and advertisers to serve ads, count them, choose the ads that will make the website or advertiser most money, and monitor progress of different advertising campaigns.
- 9. Describe the two techniques used to improve the targeting of online ads Contextual Advertising A form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. The advertisements are selected and served by automated systems based on the content displayed to the user. It is a method of scanning the text of a website for keywords and returns advertisements to the webpage based on what the user is viewing. The advertisements may be displayed on the webpage or as pop-up ads. Behavioral Advertising A technique used by online publishers and advertisers to increase the effectiveness of their campaigns. The technique uses information collected on an individual's web-browsing behaviour, such as the pages they have visited or the searches they have made, to select which advertisements to display to that individual. The display content is able to be more relevant to the interests of the individual viewing the page .