MAR 3700 FINAL EXAM 2025

MAR 3700 FINAL EXAM 2025 What are three ways we discussed to stay consistent with ads and landing pages? - - 1. Keywords for relevance - if your keywords are Irish Band, put that in your ad 2. Unique value proposition - your benefit statement/offer - focus on the customer. 3. Call to action -be direct, but don't say "click here" What do CPC, CPA and ROAS stand for? - -CPC: Cost Per Click CPA: Cost Per Action ROAS: Return on Ad Spend What are three ways to stay consistent with ads and landing pages? - - 1. Tout the same value propositions. 2. Use similar calls to action. 3. Enact the same design elements (color scheme, characters, fonts, imagery, etc.) Geotargeting - -Serving an ad to people on their mobile phone who are in a specific geography. What are five ways we discussed in class to build your email list? - -1. Paper Sign Up Sheet 2. Sign up button on your site 3. Sign up button on your email 4. Contest Entry - Opt In vs. Opt. Out 5. Facebook campaign What are the four essential parts of an email? - -- Subject Line - Preview Text - Ad Copy - Unsubscribe People are headed in one of two directions. What are they? - -- People are headed in one of two directions: away from pain or - toward pleasure What is a Soap Opera email sequence? - -A series of emails that tease to the next email. • Include in subject line: 1 of X • Keep paragraphs short • Selling is secondary • Lead back to your offer at the end of the sequence 1. Set the stage 2. High Drama Backstory Wall MAR 3700 MAR 3700 3. Epiphany The one thing 4. Hidden Benefits 5. Urgency CTA What's a Seinfeld Email? - -- Take everyday stuff, share it in an entertaining way, including a sales pitch at the end. - Email should be roughly 90% Entertainment 9% content (demonstrate value) 1% sales What's the JK5 method framework for content creation? - - 1. Create Five Categories of Things You're Passionate about 2. ABCDQ Test 3. Each post should have a goal 4. An effective caption 5. Media Plan What do the letters in Jenna Kutcher's ABCDQ Test stand for? - - A- Aesthetics - Does it visually show something that fits the personality of my brand B - Brand - Is it aligned with my dream client C -Consistent -Is it consistent with my color and brand? D -Diversity -Is it different from my last post? Q -Quality -Is it up to my standards? Each post should have one of these three goals. - - 1. Inspire 2. Educate 3. Entertain What are the three most common types of effective captions? - - 1. Tell a story 2. Ask a question 3. Make a list What's the 5 step social media plan? - - 1. Determine objectives 2. Choose a platform 3. Plan the content 4. Distribution plan 5. Measurements of success What's the average reach of an organic business post on Facebook? - -5.2% of average likes as of 2021 What's Facebook's priority for serving posts? - - 1. Live Video 2. Recorded Video 3. Images MAR 3700 MAR 3700 4. Text What are Facebook's 3 methods for selecting ad targets? - - 1. Core audiences - Created by selecting demographics, interests and behaviors for Facebook's ad platform 2. Custom Audiences - upload a list of current and/or former customers' email addresses 3. Look-alike Audiences - finds people who are similar to the custom audience Why is it important that the about us section in your company Linked In is well written and contains relevant keywords? - -Company profiles on LinkedIn rank well on search engines 90% of Snap chat users are between what age range? - -13-24 How many forms of advertising does TikTok offer? - -1 What are three types of YouTube ads discussed in class? - - • Bumper ad - non-skippable ad of up to 6 seconds • Sponsored cards - display info throughout the video that link to the site • Advertisers pay on a cost per view basis When responding to negative criticism should you respond more than once? - -A company should respond to negative criticism once and then leave it alone. What's the value in creating protocols to handle negative situations? - -• Allows you to state the facts as you know them at the time • Provides basic information - names, images, etc... that reporters will ask for • Have it on standby What are the three T's of ORM Emergency Response? - - 1. Timeliness -respond within the "Golden Hour" 60 minutes after the news breaks 2. Transparency -Admit any wrong-doing 3. Training -Have a plan in place What are three benefits of having a rapid emergency response site ? - -1. Establish the organization as the primary source for information. 2. Provide crucial content, such as customer instructions, public statements, updates, and media contacts. 3. Demonstrate the organizations' commitment to transparency and corporate responsibility. 4. Mitigate the risk of dangerous rumors and speculation. 5. Less costly and time-consuming to create than a regular website. MAR 3700 MAR 3700 What are three reasons a rapid-response site is better than a tab on your homepage? - -1. It draws unwanted attention away from the regular site, allowing it to continue to be a source for visitors who have no awareness or interest in the crisis. 2. It has its own unique navigation and provides a single source for reliable and timely information about one issue. 3. It can be turned on at a moment's notice and become invisible once a crisis is averted, never disrupting the regular site's primary functions. 4. It takes advantage of vital keywords in its URL to support search engine optimization. What is Responsive Design? - -Web page layout that changes to mobile friendly based on your device. What does AMP stand for and what does it do? - -AMP (Accelerated Mobile Pages) Open-source coding launched in 2016, to allow for a faster mobile experience. Reduced load time from 22 second to .7 seconds. What is Continuous Scrolling? What are some Pros and Cons discussed in class? - With the Continuous Scrolling (aka: Infinite Scroll), new data is automatically retrieved as the user has scrolled to the bottom of the page. Pros: • Mobile Friendly • Keeps users engaged • Serves a lot of ads Cons: • Not good if you're searching for something specific • Not good for SEO • Can have long load time What's more important: Execution or Strategy? Why? - -For short-term profits: Execution wins For long-term profits: Strategy wins What is the benefit of customer loyalty as discussed in class? - -The cost to acquire a new customer is 5 - 25x greater than the cost of retaining a custom What is Affiliate Marketing? - -Promotes products on their site, provides a link to purchase on a different site, then receives a commission on sales. The best email content is these two things? - - - One topic per email - Onboarding/welcome email are highly effective