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Native Advertising
Native advertising, also called sponsored content, is a type of advertising that matches the form and function of the platform upon which it appears. In many cases it functions like an advertorial, and manifests as a video, article or editorial. The word ''native'' refers to this coherence of the content with the other media that appear on the platform. These ads reduce a consumers' ad recognition by blending the ad into the native content of the platform, even if it is labeled as "sponsored" or "branded" content. Readers may have difficulty immediately identifying them as advertisements due to their ambiguous nature, especially when deceptive labels such as "From around the web" are used. In recent years, consumers have responded more positively to advertising appealing to emotion with some advertisers seeking to have their ads integrated into entertainment that is being presented. These types of integrated advertisements allow businesses to be associated with content that is a ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising
Advertising is the practice and techniques employed to bring attention to a product or service. Advertising aims to put a product or service in the spotlight in hopes of drawing it attention from consumers. It is typically used to promote a specific good or service, but there are wide range of uses, the most common being the commercial advertisement. Commercial advertisements often seek to generate increased consumption of their products or services through "branding", which associates a product name or image with certain qualities in the minds of consumers. On the other hand, ads that intend to elicit an immediate sale are known as direct-response advertising. Non-commercial entities that advertise more than consumer products or services include political parties, interest groups, religious organizations and governmental agencies. Non-profit organizations may use free modes of persuasion, such as a public service announcement. Advertising may also help to reassure employees ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Interactive Advertising Bureau
The Interactive Advertising Bureau (IAB) is an American advertising business organization that develops industry standards, conducts research, and provides legal support for the online advertising industry. The organization represents many of the most prominent media outlets globally, but mostly in the United States, Canada and Europe. Structure The IAB Global Network is made up of 42 international licensee organizations around the world. IAB Europe is a coalition of 27 national IABs across Europe, and over 500 companies. The IAB publishes Mediascope Europe annually, a media consumption study based on over 50,000 consumer interviews. The IAB's organizational model includes four areas: IAB (New Membership Criteria), IAB Education Foundation, IAB Technology Lab and Trustworthy Accountability Group. The Trustworthy Accountability Group is industry-owned whereas the rest are owned by IAB. Display ads are subject to standards established by the IAB. History Founded in 1996, the IAB ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Listicle
In journalism and blogging, a listicle is an article that is structured as a list, which is often fleshed out with additional text relating to each item. A typical listicle will prominently feature a cardinal number in its title, with subsequent subheadings within the text itself reflecting this schema. The word is a portmanteau derived from ''list'' and ''article''. It has also been suggested that the word evokes " popsicle", emphasising the fun but "not too nutritious" nature of the listicle. A ranked listicle (such as ''Rolling Stone''s "The 100 Best Albums of the Last 20 Years") implies a qualitative judgement, conveyed by the order of the topics within the text. These are often presented in countdown order, and the "Number One" item is the last in the sequence. Other listicles impart no overt rank, instead presenting the topics in an ''ad hoc'', associative, or thematic order. Media While conventional reportage and essay-writing often require the careful crafting of narrative ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Integrated Marketing Communications
Marketing Communications (MC, marcom(s), marcomm(s) or just simply communications) refers to the use of different marketing channels and tools in combination.Tomse, & Snoj, 2014 Marketing communication channels focus on how businesses communicate a message to its desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion. MC are made up of the marketing mix which is made up of the 4P's: Price, Promotion, Place and Product, for a business selling goods, and made up of 7P's: Price, Promotion, Place, Product, People, Physical evidence and Process, for a service-based business. Overview Marketing communications include advertising, promotions, sales, branding, campaigns, events, and online promotions. The process allows the public to know or understand ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Digital Promotion
Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels t ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Digital Marketing
Digital marketing is the component of marketing that uses the Internet and online based digital technologies such as desktop computers, mobile phones and other digital media and platforms to promote products and services. Its development during the 1990s and 2000s changed the way brands and businesses use technology for marketing. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly use digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e–books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet ch ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Contextual Advertising
Contextual advertising is a form of targeted advertising for advertisements appearing on websites or other media, such as content displayed in mobile browsers. In context targeting, advertising media are controlled on the basis of the content of a website using linguistic elements. The advertisements themselves are selected and served by automated systems based on the context of what a user is looking at. How it works A contextual advertising system scans the text of a website for keywords and returns advertisements to the webpage based on those keywords. The advertisements may be displayed on the webpage as pop-up ads. For example, if the user is viewing a website pertaining to sports and that website uses contextual advertising, the user may see advertisements for sports-related companies, such as memorabilia dealers or ticket sellers. Contextual advertising is also used by search engines to display advertisements on their search results pages based on the keywords in the user ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Content Marketing
Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used by businesses in order to achieve the following goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage an online community of users. Content marketing attracts new customers by creating and sharing valuable free content. It helps companies create sustainable brand loyalty, provides valuable information to consumers, and creates a willingness to purchase products from the company in the future. Content marketing starts with identifying the customer's needs. After that the information can be presented in a variety of formats, including news, video, white papers, e-books, infographics, email newsletters, case studies, podcasts, how-to guides, question and answer articles, photos, blogs, etc. Content marketing requires continuous ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Branded Content
In marketing, branded content (also known as branded entertainment) is content produced by an advertiser or content whose creation was funded by an advertiser. In contrast to content marketing (in which content is presented first and foremost as a marketing ploy for a brand) and product placement (where advertisers pay to have references to their brands incorporated into outside creative works, such as films and television series), branded content is designed to build awareness for a brand by associating it with content that shares its values. The content does not necessarily need to be a promotion for the brand, although it may still include product placement. Unlike conventional forms of editorial content, branded content is generally funded entirely by a brand or corporation rather than a studio or a group of solely artistic producers. Examples of branded content have appeared in television, film, online content, video games, events, and other installations. Modern branded marke ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Advertising Management
Advertising management is a planned managerial process designed to oversee and control the various advertising activities involved in a program to communicate with a firm's target market and which is ultimately designed to influence the consumer's purchase decisions. Advertising is just one element in a company's promotional mix and as such, must be integrated with the overall marketing communications program. Advertising is, however, the most expensive of all the promotional elements and therefore must be managed with care and accountability. Advertising management process also helps in defining the outline of the media campaign and in deciding which type of advertising would be used before the launch of a product. Marketers use different types of advertising. Brand advertising is defined as a non-personal communication message placed in a paid, mass medium designed to persuade target consumers of a product or service benefits in an effort to induce them to make a purchase. C ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Real-Time Bidding
Real-time bidding (RTB) is a means by which advertising inventory is bought and sold on a per- impression basis, via instantaneous programmatic auction, similar to financial markets. With real-time bidding, advertising buyers bid on an impression and, if the bid is won, the buyer's ad is instantly displayed on the publisher's site. Real-time bidding lets advertisers manage and optimize ads from multiple ad-networks, allowing them to create and launch advertising campaigns, prioritize networks, and allocate percentages of unsold inventory, known as backfill. Real-time bidding is distinguishable from static auctions by how it is a per-impression way of bidding, whereas static auctions are groups of up to several thousand impressions. RTB is promoted as being more effective than static auctions for both advertisers and publishers in terms of advertising inventory sold, though the results vary by execution and local conditions. RTB replaced the traditional model. Research suggests that ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
Branded Content
In marketing, branded content (also known as branded entertainment) is content produced by an advertiser or content whose creation was funded by an advertiser. In contrast to content marketing (in which content is presented first and foremost as a marketing ploy for a brand) and product placement (where advertisers pay to have references to their brands incorporated into outside creative works, such as films and television series), branded content is designed to build awareness for a brand by associating it with content that shares its values. The content does not necessarily need to be a promotion for the brand, although it may still include product placement. Unlike conventional forms of editorial content, branded content is generally funded entirely by a brand or corporation rather than a studio or a group of solely artistic producers. Examples of branded content have appeared in television, film, online content, video games, events, and other installations. Modern branded marke ... [...More Info...] [...Related Items...] OR: [Wikipedia] [Google] [Baidu] |
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