assessing effectiveness of web based communication requires web tracking using

assessing effectiveness of web-based communication requires web tracking using Google Analytics  Search engine marketing: type of web advertising whereby companies pay for keywords that are used to catch consumers’ attention while browsing a search engine  Impression: # of times advertisement appears in front of user/ click through rates: # of times user clicks on online ad divided by # of impressions  Relevance: in context on SEM, it is a metric used to determine how useful an advertisement is to the consumer  Return on investment ROI: amount of profit divided by value of investment; sales rev generated by ad – ad cost / ads cost  Advertising: is not free, must be carried through some medium, legally source must be known or knowable, represents a persuasive form of communication  Steps for designing & executing advertising campaign: step 1: identify target audience, step 2: set advertising objectives: advertising plan: section of firms overall marketing plan that explicitly outlines the objectives of advertising campaign, how campaign might accomplish objectives, & how the firm can determine whether the campaign was successful; to inform, persuade remind, step 3: determine the advertising budget; first consider role advertising plays in attempt to meet overall objectives, 2 nd expenditures may vary over life cycle, 3 rd nature of market & product influence size of budget, step 4: convey the message, should communicate problem solving ability clearly & in compelling fashion. , the appeals, step 5: evaluate and select media, step 6: create advertisements; step 7: asses impact using marketing metrics  Unique selling proposition USP: strategy of differentiating a product by communicating its unique attributes; often becomes the common theme or slogan in campaign  Informational appeal: used in promotion to help consumers make purchase decisions by offering factual info & strong arguments built around relevant issues that encourage them to evaluate the brand favorably on basis of key benefits it provides  Emotional appeal: aims to satisfy consumers emotional desires rather than their utilitarian needs; fear/safety, humor, happiness, love/sex, comfort, nostalgia  Media planning: process of evaluating & selecting media mix that will deliver clear, consistent compelling message to intended audience  Media mix: combo of media used & frequency of advertising in each medium// media buy: actual purchase of airtime or print pages  Mass media: channels that are ideal for reaching large # of anonymous audience members; include national newspapers, magazines, radio & TV  Niche media: channels that are focused & generally used to reach narrow segments, often w/ unique demographic characteristics or interests  Continuous schedule: runs steadily throughout year & suited to products/services that are consumer continuously at relatively steady rates & that require a steady level of persuasive or reminder advertising  Flighting schedule: