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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 &quot;brand&quot;,...
What techniques are marketers using online to build and reinforce brands. <ul><li>Personalization </li></ul><ul><li>Co-Cre...
 
 
<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 ...
Describe the two techniques used to improve the targeting of online ads 1. Contextual Advertising 2. Behavioral Advertising
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CHP.6 Emily Jenner and Amelia

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Transcript of "CHP.6 Emily Jenner and Amelia"

  1. 1. Describe ways in which consumer media habits are changing
  2. 2. Brand development differs form direct response. Awareness Familiarity Positive Imagery Completed Transaction
  3. 3. Define major branding concepts <ul><li>Brand name: The brand name is often used interchangeably within &quot;brand&quot;, although it is more correctly used to specifically denote written or spoken linguistic elements of any product. In this context a &quot;brand name&quot; 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>
  4. 4. 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>
  5. 7. <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
  6. 8. Describe the two techniques used to improve the targeting of online ads 1. Contextual Advertising 2. Behavioral Advertising
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