7 - Digital Advertising

Question 1

marketing funnel

Answer 1

awareness (75%)
consideration (60%)
comparison (35%)
purchase (28%)
recommend (35%)

Question 2

cookie matching

Answer 2

track consumers

Question 3

main types of digital ads

Answer 3

display ads - top stages of marketing funnel (awareness + consideration)

search ads - later stages (comparison + purchase)

Question 4

ad exchange b/w audience + company

Answer 4

exchange b/w:
- supply-side platform (SSP)
- demand-side platform (DSP)

Question 5

attribution methods

Answer 5

which channels are responsible for conversion
- ‘last touch’
- multi-armed bandit (statistical experiments)
- modeling
- experiments

Question 6

search ads: score

Answer 6

score = quality x bid

cost (CPC) = (quality(A) x bid (A)) / quality(B)

Question 7

elaboration likelihood model

Answer 7

depending on level of involvement:
- central route
- peripheral route

Question 8

Maersk Line Case

Answer 8

extremely successful even though it is B2B
- authentic
- engaging
- involved employees
- self-selection of ads

Question 9

elements of viral videos

Answer 9

triggers (to share)
evoke emotions (to act)
social capital (share to look good)

Question 10

good ad (BLASTR)

Answer 10

Brand linkage:
Legs:
Attention-grabbing:
Stickiness
Transmission
Resistance-lowering (non-intrusive)