Advertising part 4

MAR 3271, Advertising 1

Course Learning Outcomes for Unit IV Upon completion of this unit, students should be able to:

6. Explain the process of advertising design as it relates to appeals and message strategies. 6.1 Identify the characteristics of an effective website design that contribute to an advertising

strategy.

Course/Unit Learning Outcomes

Learning Activity

6.1

Unit Lesson Chapter 8 Chapter 9 Unit IV Web Assignment

Required Unit Resources Chapter 8: Digital Marketing Chapter 9: Social Media

Unit Lesson Digital advertising has become an incredibly important segment of the overall advertising campaigns of most companies. While the traditional advertising of yesterday was sufficient historically, today’s consumer is looking for a combination of both traditional and digital communications. This unit will delve into the complexities of digital marketing, which includes e-commerce, Internet marketing, and mobile marketing. E- commerce suggests that companies are providing the consumer with the ability to actually make a purchase online. This can be completely online businesses or what is referred to as bricks-n-clicks where a company utilizes the traditional retail setting and supplements with the opportunity to order products online as well. E- commerce tends to use three broad-based incentives, which are sometimes referred to in the industry as “cyberbait;” the incentives are indicated below:

 Financial incentives: The e-commerce organization offers reduced price, free shipping, or an e- coupon to consumers. For this type of incentive to be effective, it needs to be meaningful to the target market.

 Convenience incentives: The e-commerce organization makes the shopping experience easier with no travel and can be made at any time of the day or night. For this type of incentive to be effective, the transaction time needs to be efficient for the consumer.

 Value-added incentives: The e-commerce organization provides valuable benefits to customers over a period of time. For this type of incentive to be effective, it needs to contain additional value that is redeemable over a reasonable period of time.

Think about the one device that you would travel back home for if you forgot it. Most of us would not be without our phones for a full day of work and/or school. With the advent of consumers’ dependence on their mobile devices, the use of mobile marketing has increased substantially. Today’s marketing is trending toward a higher level of engagement on the part of the consumer; thus, utilizing mobile marketing aligns perfectly with that concept. When making a purchase (of small or large dollar value), consumers utilize websites for information about the product’s/service’s features, pricing, location of product/service, and a host of other pertinent information.

UNIT IV STUDY GUIDE

Digital and Social Media Marketing

MAR 3271, Advertising 2

UNIT x STUDY GUIDE

Title

Websites need to maintain a personality and be incredibly easy to navigate. Speed is of the utmost importance as we live in a “time poor society” today. In other words, consumers are interested in immediacy. The home page must be clear to all who land there. One of the most important things a company can include on a home page is pertinent and relevant company and product information. Another important design feature for a website is to provide navigation tools that are easy to follow and are not “broken.” Educating the consumers is always a good technique as well as providing website tools and features that are valuable to the consumers. In other words, provide consumers with the information they want so that their visit is worth the time and effort. Such information can be provided through items such as blogs and chat rooms. Some visitors to the website could be looking for something as simple as contact information, so be sure it is easily accessible. Social media marketing is one of the fastest growing trends of recent years. This involves the utilization of social networks to market goods and services. Popular websites include Facebook, Twitter, Pinterest, YouTube, and Instagram. Marketers have devised several marketing strategies by utilizing these social media platforms. One strategy is called content seeding, which involves consumers receiving incentives for sharing content about a brand. Another strategy is the use of real-time marketing. Real-time marketing involves the creation of a marketing message during a live event or at a venue that allows consumers to interact immediately with the message or media. An interactive blog is a good example of allowing for immediate interaction from consumers. The purpose of using this marketing strategy, along with the media, is to allow consumers to send comments (negative and positive) about their experiences with the product or company. Over a period of time, this allows the company to improve its product and its relationship with consumers.

Flash Cards

Access the Unit IV Flash Cards PowerPoint PDF of Unit IV Flash Cards Note: In order to experience the full functionality of the presentation, it is recommended that you view the PowerPoint version. When viewed as a PDF, the buttons within the presentation may not work.