ADV 304 Exam 1 Review - ADV 304 Exam 1 Review Traditional...

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ADV 304 Exam 1 Review Traditional vs. Digital Ad Advertising : Any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor Advantages and Disadvantages of Online Ads Advantages Disadvantages Target marketing Measurement problems Message tailoring Clutter Interactive capabilities Potential for deception Information access Lack of privacy Sales potential Irritation Creativity Exposure Speed Examples of Online Ads Banner ads : Fulfill direct marketing objectives by seeking entry into contests and sweepstakes and creating awareness or recognition Pop-ups : Ads that appear when certain sites are accessed Pop-unders : Ads that appear underneath the webpage and become visible only when user leaves the site Interstituals : Ads that appear on screen while waiting for a site’s content to download Paid search o Organic search results : Appear due to their relevance to the search terms o Pay-per-click : Placing ads on web pages that display results from search engine queries o Search engine optimization : Improving the volume of traffic to a site by a search engine through unpaid results Behavioral targeting : based on advertisers’ target consumers by tracking their website surfing behaviors Contextual targeting : Ads are determined by the content on the webpage o Native advertising : Advertiser gains attention by providing valuable content in the context of the user’s experience Types of Digital Advertising Rich media: An ad that includes advanced features like video, audio, or other elements that encourage viewers to interact and engage with the content
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Types of Rich Media Online commercials: Ads that appear on the net o Pre-rolls : Commercials that appear before the content that the user is seeking o Channel Engagement Panel : If the video creative is YouTube-hosted, it will automatically pull in information about the channel hosting the ad o CTA : Advertiser can also provide an external URL as a call-to-action for the ad; this link will appear as “Visit Advertiser’s Site” on all reservation video ads, and is not customizable o Optional Companion Banner : Image banner ads that appear on the top right corner of the watch page for the duration of the content video Video on demand: Clips of various entertainment that use IPTV technology and can be availed from the Internet when users choose to (ex. Xfinity, Amazon instant Video) Webisodes: Short featured films or original episodes derived from a television series, made for online viewing Six Principles of Digital Advertising Privacy and Spam o Consumers view their mobile devices as part of their own personal space o For opt-in user, about three messages were considered right Trust o Email marketing o Subject line, promise of a discount etc.
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