Describe ways in which consumer media habits are changing
Brand development differs form direct response. Awareness Familiarity Positive Imagery Completed Transaction
Define major branding concepts <ul><li>Brand name: The brand name is often used interchangeably within "brand", although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a "brand name" constitutes a type of trademark, if the brand name exclusively identifies the brand owner as the commercial source of products or services. </li></ul><ul><li>Brand identity: A product identity, or brand image are typically the attributes one associates with a brand, how the brand owner wants the consumer to perceive the brand - and by extension the branded company, organization, product or service. The brand owner will seek to bridge the gap between the brand image and the brand identity. </li></ul><ul><li>Brand party: Brand parity is the perception of the customers that all brands are equivalent </li></ul>
What techniques are marketers using online to build and reinforce brands. <ul><li>Personalization </li></ul><ul><li>Co-Creation of Content </li></ul><ul><li>Purchase-Process Streamlining </li></ul><ul><li>Customization </li></ul><ul><li>Dynamic-Pricing </li></ul><ul><li>Brand Community </li></ul>
<ul><li>The delivery of ads by a server to an end user's computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed either by a Web publisher, or by a third-party ad server. Ads can be embedded in the page or served separately. </li></ul>AD SERVING
Describe the two techniques used to improve the targeting of online ads 1. Contextual Advertising 2. Behavioral Advertising
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