Advertising part 4
Hello everyone, I have an Assignment for you today. This assignment must beDONE by Wednesday, August 26, 2020, no later than 10 pm. By the way, I need this assignment to be PLAGIARISM FREE & a Spell Check when completed. Make sure youREADthe instructionsCAREFULLY. Now without further ado, the instructions to the assignments are below:
Instructions
Website Analysis
The use of website advertising has become a highly effective method of reaching consumers. Why is this the case? The purpose of this assignment is to answer that question and to identify the characteristics of an effective website design by comparing two websites within the same product category. First, pick one of the product categories listed below, and access the websites of two companies that sell the same type of product (go directly to each companys website rather than visiting Amazon-type websites that sell everything):
clothing,
health/fitness clubs,
cameras or other technology,
cosmetics, or
recreational/sports equipment.
After selecting two companies that offer the same type of product, write a three-page analysis that identifies the characteristics of an effective website design by comparing the two companies based on each of the following:
What type of financial incentives are offered on each companys website to encourage the consumer to purchase?
Do they offer greater convenience and/or added value incentives?
Compare the overall effectiveness with respect to influencing the target market to purchase.
Compare how these characteristics might be different in reaching the business-to-business (B2B) vs. business-to-consumer (B2C) customer.
What other characteristics contribute to the effectiveness of the websites design?
If you find ineffective characteristics on the two companies websites, describe how those issues could be improved to be effective. Your response should be a minimum of three, double-spaced pages (not counting the title page and references page). References should include the two websites, the textbook, and one additional, credible source. All sources used must be referenced; paraphrased and quoted material must have accompanying citations and be cited per APA Style guidelines.
Below there will be two attachments in total. The first attachment is the study guide (aka an overview of the Unit) & second the Flash cards to help you understand the terminology. Please read instruction carefully! NO PLAGIARISM NO PLAGIARISM!!!!
MAR 3271, Advertising 1
Course Learning Outcomes for Unit IV
Upon completion of this unit, students should be able to:
6. Explain the process of advertising design as it relates to appeals and message strategies.
6.1 Identify the characteristics of an effective website design that contribute to an advertising
strategy.
Course/Unit
Learning Outcomes
Learning Activity
6.1
Unit Lesson
Chapter 8
Chapter 9
Unit IV Web Assignment
Required Unit Resources
Chapter 8: Digital Marketing
Chapter 9: Social Media
Unit Lesson
Digital advertising has become an incredibly important segment of the overall advertising campaigns of most
companies. While the traditional advertising of yesterday was sufficient historically, todays consumer is
looking for a combination of both traditional and digital communications. This unit will delve into the
complexities of digital marketing, which includes e-commerce, Internet marketing, and mobile marketing. E-
commerce suggests that companies are providing the consumer with the ability to actually make a purchase
online. This can be completely online businesses or what is referred to as bricks-n-clicks where a company
utilizes the traditional retail setting and supplements with the opportunity to order products online as well.
E- commerce tends to use three broad-based incentives, which are sometimes referred to in the industry as
cyberbait; the incentives are indicated below:
Financial incentives: The e-commerce organization offers reduced price, free shipping, or an e-
coupon to consumers. For this type of incentive to be effective, it needs to be meaningful to the target
market.
Convenience incentives: The e-commerce organization makes the shopping experience easier with
no travel and can be made at any time of the day or night. For this type of incentive to be effective,
the transaction time needs to be efficient for the consumer.
Value-added incentives: The e-commerce organization provides valuable benefits to customers over
a period of time. For this type of incentive to be effective, it needs to contain additional value that is
redeemable over a reasonable period of time.
Think about the one device that you would travel back home for if you forgot it. Most of us would not be
without our phones for a full day of work and/or school. With the advent of consumers dependence on their
mobile devices, the use of mobile marketing has increased substantially. Todays marketing is trending
toward a higher level of engagement on the part of the consumer; thus, utilizing mobile marketing aligns
perfectly with that concept.
When making a purchase (of small or large dollar value), consumers utilize websites for information about the
products/services features, pricing, location of product/service, and a host of other pertinent information.
UNIT IV STUDY GUIDE
Digital and Social Media Marketing
MAR 3271, Advertising 2
UNIT x STUDY GUIDE
Title
Websites need to maintain a personality and be incredibly easy to navigate. Speed is of the utmost
importance as we live in a time poor society today. In other words, consumers are interested in immediacy.
The home page must be clear to all who land there. One of the most important things a company can include
on a home page is pertinent and relevant company and product information.
Another important design feature for a website is to provide navigation tools that are easy to follow and are
not broken. Educating the consumers is always a good technique as well as providing website tools and
features that are valuable to the consumers. In other words, provide consumers with the information they
want so that their visit is worth the time and effort. Such information can be provided through items such as
blogs and chat rooms. Some visitors to the website could be looking for something as simple as contact
information, so be sure it is easily accessible.
Social media marketing is one of the fastest growing trends of recent years. This involves the utilization of
social networks to market goods and services. Popular websites include Facebook, Twitter, Pinterest,
YouTube, and Instagram. Marketers have devised several marketing strategies by utilizing these social media
platforms. One strategy is called content seeding, which involves consumers receiving incentives for sharing
content about a brand.
Another strategy is the use of real-time marketing. Real-time marketing involves the creation of a marketing
message during a live event or at a venue that allows consumers to interact immediately with the message or
media. An interactive blog is a good example of allowing for immediate interaction from consumers. The
purpose of using this marketing strategy, along with the media, is to allow consumers to send comments
(negative and positive) about their experiences with the product or company. Over a period of time, this
allows the company to improve its product and its relationship with consumers.
Flash Cards
Access the Unit IV Flash Cards PowerPoint
PDF of Unit IV Flash Cards
Note: In order to experience the full functionality of the
presentation, it is recommended that you view the
PowerPoint version. When viewed as a PDF, the
buttons within the presentation may not work.
https://online.columbiasouthern.edu/bbcswebdav/xid-125322263_1
https://online.columbiasouthern.edu/bbcswebdav/xid-125322262_1
https://online.columbiasouthern.edu/bbcswebdav/xid-125322263_1 Digital MarketingDigital Marketing E-commerceE-commerce Interactive MarketingInteractive Marketing
Search Engine
Optimization (SEO)
Search Engine
Optimization (SEO)
Behavioral TargetingBehavioral Targeting Social Media Social Media Viral Marketing Viral Marketing Content Marketing Content Marketing
FLASH CARDS
Click on each card to view the definition.
ReferenceReference
Marketing that incorporates the components of
e-commerce, Internet marketing, mobile
marketing, and social media
Digital Marketing
BackBack (Clow & Baack, 2016, p. 247)
Selling goods and services on the Internet
E-Commerce
BackBack (Clow & Baack, 2016, p. 247)
Development of marketing programs that
create interplay between consumers and
businesses
Interactive Marketing
BackBack (Clow & Baack, 2016, p. 247)
The process of increasing the probability of a
particular companys website emerging from a
search
Search Engine Optimization (SEO)
BackBack (Clow & Baack, 2016, p. 247)
Using web data to identify and target individuals
most likely to purchase an item
Behavioral Targeting
BackBack (Clow & Baack, 2016, p. 247)
Any digital tool that allows individuals to
socialize on the Web
Social Media
BackBack (Clow & Baack, 2016, p. 272)
An advertisement tied to an email or other form
of online communication in which one person
passes on the advertisement or email to other
consumers
Viral Marketing
BackBack (Clow & Baack, 2016, p. 272)
Providing useful information and product-use
solutions to potential customers
Content Marketing
BackBack (Clow & Baack, 2016, p. 247)
BackBack
Reference
Clow, K. E., & Baack, D. (2016). Integrated advertising, promotion, and marketing communications (7th ed.).
Pearson.
