15

Question 1

Online Advertising

Answer 1

Banner ads
•The most common form of advertising online

Pop-up ads
•Appear on a separate window

Interstitials
•Appear between two web pages

Pre-rolls
•Commercials that appear before the content that the user is seeking

Question 2

Behavioral Targeting

Answer 2

Based on advertisers’ target consumers by tracking their website surfing behaviors

Question 3

Retargeting

Answer 3

Ads follow a web user and are displayed on every participating subsequent websites the user visits

Question 4

Contextual Advertising

Answer 4

Ads are determined by the content on the webpage

ex:Google Adsense

Question 5

Search Engine Advertising (SEA)

Answer 5

A higher spot on the search page drives more visitors to the website

Paid search (nonorganic search results)•Google Adwords
•Pay-per-click

Question 6

Social Media Marketing

Answer 6

1/3of digital spending is on social media

Question 7

Principles of Social Media Marketing

Answer 7

Develop contents that help social connections
Share (Westjet Christmas miracle; Coco-Cola buy the world a coke)
Connect with current happenings (Oreo daily twist)
Entertain rather than selling (North Face store)

Develop contents that are self-expressive
Allow consumers to express who they are (Intel Museum of me)
Leverage user generated content (Xbox Franchise model)
Engaging consumers (survival billboard)

Question 8

Digital Advantages and Disadvantages

Answer 8

advantages
target marketing
message tailoring
interactive capabilities

Disadvantage
clutter
irritation
privacy and deception