Exam 2 2024 (KIM)

value proposition stating what you will give the customer in return for taking the action your marketing communication asks them to take

offers that are continued on a regular basis

customer must specifically request shipment for each offer in a series

shipment is sent automatically unless the customer specifically requests otherwise

new, related or unrelated products are offered to the customer

promotion of more expensive products/services over product/service originally discussed

time-limited
quantity-limited

Financial Loss
Damaging Brand Prestige
Making Customers deal-prone
Managerial Time & Expenses
Legal/Regulation Issues

require prior purchase, which is illegal in many states

only require an entry form submition

Gain
Save
Avoid
Become

what product has

what features do

why customers buy

cognitive bias where people react differently to a particular choice depending on whether it is presented as a loss/gain

people's tendency to strongly prefer avoiding losses to acquire gains

when people consider a particular value for an unknown quantity before estimating the quantity

Simple
Unexpected
Concrete
Credible
Emotional
Stories

Highlight only most important key points

reframe information to highlight unknown

use sensory information to help target audience remember message

offer a way to help people test ideas for themselves

make lasting impression/ spur action with elicit emotions

instill inspiring/ memorable chain of events in target audience minds

Selectivity/ Personalization
Flexibility
Most suitable for test

most expensive medium per prospect reaches

Any direct piece mailed without an envelop

TEASER COPY on the outside of mailing envelop in order to lead recipient inside to entice but not reveal

Response rate> cost per contact/ profit margin per response

form of digital printing in which elements such as text, graphics and images may be changed from one printed piece to the next using information from database

Marketers can set up email once and then as more people continue to meet the trigger, the email will continue to be sent to them

How many people open (or view) a particular email campaign

how many people click on a specific link in an email

% of email addresses in subscriber list that didn't receive message because it was returned by a recipient mail server

$61.31

$25.09

$7 million

$105,000

$828,500

reach MASS audiences
build brand AWARENESS
develop a unique brand PERSONALITY
gain TRUST & CREDIBILITY
draw DIRECT responses

references to specific product/brand are incorporated into another work, like tv show or movie, with specific promotional intent

actual integration of product/brand into the script of the tv show or movie

classic system when a viewer watches a scheduled TV program when it airs on its original channel

Video content streamed via the internet (no cable or satellite)

device that connects to or is embedded in a tv to support video content streaming via the internet (smart tv)

Streaming video service that provides content on-demand with subscription fees (netflix disney +)

users get a select number of days to watch the title before they have to pay to rent it again (iTunes, Google Play)

Streaming video service that provide users on-demand content but with ads (Roku Samsung TV Plus)

Uses technology to identify content played on a media device/ file

Manual
Time consuming/expensive
Predetermined price
Scattered data collected from report
Optimization after campaign
Slow/leaves room for error

Automated
Algorithm decides what ads will be shown
Real-time bidding determined price
Transparent real-time reporting to make changes during campaign
Real-time optimization
Automated with low costs and high ROI

Paradigm #1: Mobile-FRIENDLY web design
Paradigm #2: Mobile-FIRST web design
Paradigm #3: Mobile-ONLY strategy

allows desktop webpages to be viewed in response to the size of the screen or web browser one is viewing with

starts sketching and prototyping the smallest screen first and work the way up to larger screens

Mobile Display Ads
SMS Text
Mobile Apps
In-App Messaging
Push Notifications
Geo-fencing
Augmented Reality (AR)
Near Frequency Communication (NFC)

Pre-install
Onboarding
Exploration
Monetization
Retention
Advocacy

improving app visibility within the app stores & increasing app conversion rates

feature in a software program that uses the global positioning system (GPS) or radio frequency identification (RFID) to define geographical boundaries

Integration of digital information with user's environment in real time

AR surrounding environment is "real" with added virtual objects, but VR surrounding environment is completely virtual and computer generated

Two-dimensional barcodes that can be read by scanners on smartphones

set of communication protocols that enable devices to establish communication by bringing them within a few centimeters of each other

Popularity
Commitment
Frequency
Time Spent

can change human perception of objects

Creative offers and messages

consent before receiving test messages

-Identification

-Opt Out

-Return Address