MGT 6311 Midterm Exam Study Guide
Graded A 2024
What are the two biggest components of US ad spending, and how are they trending?
What are the two biggest sources of online traffic, and how are they trending?
How are budgets in the US changing per mobile, desktop, TV and digital?
What are some of the drivers of digital marketing becoming more important?
advanced customer targeting, more accurate measurement and attribution capabilities,
the potential for greater efficiencies with metrics such as cost per lead and the
opportunity for massive, scalable brand advocacy.
Consumers spending more time online.
Marketing
Marketing-The creation and satisfaction of demand for a product or service.
Digital Marketing
Digital Marketing -Utilizing the internet and other digital channels to drive demand for
products and services.
Strategy
Strategy-A set of ideas that outline how a product line or brand will achieve its
objectives.
, Tactic
Tactic -A specific action or method that contributes to achieving a goal.
GOST
goals
objectives
strategies
tactics
Strategy 5 C's
context, customer, competitors, collaboraters, company
Customer marketing model
1 awareness
2 interest and engagement
3 aquisition
4 customer segmentation
5 customer retention
6 support and advocacy
Customer profiling
demographic
geographic
psychographic e.g. values
Graded A 2024
What are the two biggest components of US ad spending, and how are they trending?
What are the two biggest sources of online traffic, and how are they trending?
How are budgets in the US changing per mobile, desktop, TV and digital?
What are some of the drivers of digital marketing becoming more important?
advanced customer targeting, more accurate measurement and attribution capabilities,
the potential for greater efficiencies with metrics such as cost per lead and the
opportunity for massive, scalable brand advocacy.
Consumers spending more time online.
Marketing
Marketing-The creation and satisfaction of demand for a product or service.
Digital Marketing
Digital Marketing -Utilizing the internet and other digital channels to drive demand for
products and services.
Strategy
Strategy-A set of ideas that outline how a product line or brand will achieve its
objectives.
, Tactic
Tactic -A specific action or method that contributes to achieving a goal.
GOST
goals
objectives
strategies
tactics
Strategy 5 C's
context, customer, competitors, collaboraters, company
Customer marketing model
1 awareness
2 interest and engagement
3 aquisition
4 customer segmentation
5 customer retention
6 support and advocacy
Customer profiling
demographic
geographic
psychographic e.g. values
