ADV 304 Exam 1 study guide.docx

ADV 304 Exam 1 study guide.docx - ADV 304 Advertising on...

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ADV 304 Advertising on the Internet The exam will be 50 questions, multiple choice and T/F. Bring a pencil and eraser. Exam will cover power points (until chapter h) covered in lecture, including readings (don’t worry about videos). Feel free to use the text search function on the PPTs to locate information. From the list below, you should study key points, steps, definitions, etc. a. Traditional vs Digital Ad Definition of Advertising (three important elements: paid, nonpersonal, an identified sponsor) Advantages and Disadvantages of the Online Ads Examples of online ads (banner ads, pop-ups, pop-unders, interstitials, paid search, contextual targeting, behavior targeting) b. Types of digital advertising Definition of rich media Type of rich media ad - Online commercial (pre-rolls: you don’t have to know about components) - Video-on-demand (DAI) - Webisodes Six principles of digital advertising c. Targeting and segmentation
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