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study guide 1 - Marketing 3740 Advertising and Promotion...

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Marketing 3740 Advertising and Promotion Exam 1 Study Guide Google’s Ad Sense online marketing (p. 4): In 2000 Google launched a keyword-targeted advertising program called AdWords that uses short text-only ads to maintain an uncluttered page design and to maximize page loading speed. These text ads are identified as “sponsored links” that appear at the top or far right side of the search results page and are separated. Advertisers compete for this and pay only when clicked on and in 2003 expanded on this. Google has revolutionized the online advertising industry as well as the practice of marketing. Google redefined the concept of targeting advertising and has taken it beyond what conventional media can offer. Using AdWords allows marketing to try a numberless amount of variations and can see how many Web surfers click on text ad to get to their Web site and then use Google Analytics to determine how many of those clicks result in sales, or other conversations. This helps determine the effectiveness of their ads and small companies can do so too now. Why are marketers decreasing their use of advertising in mass media? (p.6) Today’s marketers’ recognize that the rapidly changing media environment is making it increasingly difficult to reach their target audiences and communicate effectively with them. The mass media is losing their viewers, listeners, and readers to the highly fragmented but more narrowly targeted digital media that allow consumers to be more actively engaged in the communication process. More and more companies are using an integrated marketing communications approach to reach their target audience. These marketers still use traditional media to build awareness but also use online strategies; also use social media (myspace, youtube) direct marketing because of the rapid growth of the Internet and other new digital lifestyles and media consumption habits. Definition of marketing (p.8) Focused on EXCANGE: as the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives. (for exchange to occur must be two or more parties with something of value to one another, a desire and ability to give up that something to the other party, and a way to communicate with each other.) *This definition of marketing focused on exchange as a central concept in marketing and the use of the basic marketing activities to create and sustain relationships with customers* Revised Definition of marketing: Marketing is the activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients partners, and society at large. *This revised definition is viewed as being more reflective of the role of non-marketers to the marketing process.
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