Mrs craig final exam 3

1. DEFINITIONS
• OTA
means Online Travel Agency, are travel agencies where you book through
Internet.
Ex: Expedia
• Last Moment Booking Apps
A mobile application in order to book a room at the very last time.
Ex: Hotel room tonight, Travelocity, orbitz, booking.com
• Direct Booking:
is the way to book directly an hotel, travel and so one..
ex : hotel website
• Search engine marketing (SEM)
is a form of internet marketing that involves the promotion of websites by
increasing their visibility in search engine results pages (SERPs) through
optimization (both on-page and off-page) as well as through advertising
(paid placements, contextual advertising, and paid inclusions).[1]
Depending on the context, SEM can be an umbrella term for various
means of marketing a website including search engine optimization (SEO),
which adjusts or rewrites website content to achieve a higher ranking in
search engine results pages, or it may contrast with pay per click (PPC),
focusing on only paid components.
Ex : Google, firefox…
• Customer engagement (CE)
refers to the engagement of customers with one another, with a company
or a brand. The initiative for engagement can be either consumer- or

2. company-led and the medium of engagement can be on or offline.
Ex : Newsletters, blog…
• Search engine optimization (SEO)
The process of affecting the visibility of a website or a web page in a
search engine's "natural" or un-paid ("organic"). In general, the earlier (or
higher ranked on the search results page), and more frequently a site
appears in the search results list, the more visitors it will receive from the
search engine's users.
Ex: Google
• Paid Search / CPC / PPC Listings
Search engines also have paid search ads, sometimes referred to as
“CPC” or “PPC” listings. Those acronyms come from the way advertisers
are charged for these ads, on a Cost-Per-Click or Pay-Per-Click basis. You
pay, you get listed. When you stop paying, your listings goes away. Similar
to newspapers, these ads typically appear alongside – but – separate from
the editorial content. They are also not supposed to influence the editorial
coverage.
Ex: google
• Interactive advertising
uses online or offline interactive media to communicate with consumers
and to promote products, brands, services, and public service
announcements, corporate or political groups.
In the inaugural issue of the Journal of Interactive Advertising,[1] editors Li
and Leckenby (2000) defined interactive advertising as the "paid and
unpaid presentation and promotion of products, services and ideas by an
identified sponsor through mediated means involving mutual action
between consumers and producers." This is most commonly performed
through the internet; often through the use of an ad server that can deliver
a variety of interactive advertising units.

3. ROOM KEY
Founded by a group of leading hotel companies, Room Key’s mission
is simple: offer travelers direct access to a broad network of hotels
around the globe, provide accurate and comprehensive information,
make it easy for travelers to discover what’s right for them. Room
Key’s experienced hospitality management team has partnered with
great hotel brands to provide this one-of-a-kind search and booking
experience.
.