Describe ways in which consumer media habits are changing
How brand development differs form direct response Awareness Familiarity Positive Imagery Completed Transaction
Define major branding concepts Personalization Co-Creation of Content Purchase-Process Streamlining Customization Dynamic-Pricing Brand Community
What techniques are marketers using online to build and reinforce brands
List the major customer acquisition techniques, both online and offline
Give examples of major online advertising formats
What is ad serving? The delivery of ads by a server to an end user's computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed either by a Web publisher, or by a third-party ad server. Ads can be embedded in the page or served separately.
Describe the two techniques used to improve the targeting of online ads Contextual Advertising Behavioral Advertising
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