Module 1:2

Which of the following expressions best characterizes how the internet changed marketing communications?

• After internet usage increased, marketers stopped advertising on TV.

• Advertising on the internet is more about one-to-one communication than broadcasting.

• The internet made it much cheaper to build a brand.

• The mechanisms for targeting audiences online and on TV are identical.

How did Google change the search landscape?

• Google introduced algorithmic search.

• Google started with search advertising.

• Google combined a search engine with email.

• Google provided better search result descriptions.

ow is a server log entry different from a browser cookie? (Choose 2)

• A server log entry is a record on a server (server side) whereas a browser cookie is stored on the user’s browser (user side).

• With a browser cookie, it’s possible to track the sequence of website pages a user visits within a browser.

• With a browser cookie you can always identify the user’s name and address.

• Server log entries let you receive data from user visits of websites you don’t own.

Data is essential to digital marketing. What makes it so powerful? (Choose 3)

• Aggregated data that reflects the interests and behaviors of people online enables marketers to better reach people who may be interested in what they’re advertising.

• Online data makes it possible to personalize the experience of people online.

• Online data can be linked to people’s identities, like their name and address.

• Online data is free and easy to access.

• Data makes it possible for marketers to better understand what messages appeal to people, and they can use that information to optimize their advertising.