Digital Advertising

Question 1

Decision-making process

Answer 1

• Need/problem recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Post-purchase behaviour

Question 2

Marketing funnel

Answer 2

1. Awareness
2. Consideration
3. Comparison
4. Purchase
5. Recommend

Display ads are used to create awareness, search ads are used to make the consumer buy the product.

Question 3

Matching ads to buyers

Answer 3

Question 4

Real-time bidding

Answer 4

When a user accesses a website the ad space on this site is offered for bidding. Based on the available information about the user algorithms will make bids inside the constraints of their clients (companies).

Question 5

Cookie matching

Answer 5

• Doubleclick runs auction and provides google_user_id to auction winner
• Doubleclick sets a cookie in the browser of the user
• Auction winner sets cookie as well
• When the user enters a different website, Doubleclick can identify the user and provide the user id to the bidders
• Bidder matches user id to own cookie and bits

Question 6

Search ads: Auctions

Answer 6

Google will calculate the score of a bid:

Score = quality of bidder * bid

The bidder will pay a price relative to its competition:

CPC = (quality_x * bid_x) / quality_competition

Question 7

Good Ads - BLASTR

Answer 7

Brand linkage:

• Very clear what the ad is for

Legs:

• Allows advertiser to continue using it, build a story around it

Attention-grabbing:

Stickiness

Transmission –> clear massage

Resistance-lowering –> does not fuel intrusive

Question 8

The elaboration likelihood model

Answer 8

Question 9

Social Media

Answer 9

How is it different?

Social media = Engagement

Example of Dove: “Campaign for real beauty”

The difference: React to and engage with the public, in real-time

What spreads?

The message needs to reach a place where it is being spread to a bigger network.