Chapter 15

Chapter 15, Question 5

Banner ads can be effective in helping to establish the brand. They also help as an “opt in” for your audience’s further targeting. By placing cookies onto the customers PC, you can track them or offer them targeted offers.
Stage 1: Expose – They are good for exposing brands that are already familiar and are great at establishing brand awareness, even if zero click thrus.
Stage 2: Attention – large or more creative banner ads can help with capturing attention.
Stage 3: Comprehend – difficult to convey this message in a banner ad without click thru.
Stage 4: Agree to Comprehend – offers must be credible and realistic.
Stage 5: Retain – if the customer clicked through, intuitively, I would think that the memory would store this ad longer.
Stage 6: Retrieve – see above.
Stage 7: Deciding – this is based on the offer and product.
Stage 8: Acting on basis of decision

Chapter 15, Question 8
The question is making a general statement on measurement as a whole. If Tiger woods has a Nike emblem on his hat, are you likely to buy the companies shoes? How do you measure the number of impressions that they Nike swoosh made? From there, how to you attribute an increase in shoes to this incident? If you would asked, would you admit it? Perfect questions to address the measurability of this incident.

Chapter 15, Question 9
Cookies work to not only store when you make your first visit to a site, but track your PC to a web service to track internet surfing information. They know where you are looking and what you are looking at. Amazon.com for example. The know exactly what I have looked at and not added to my cart. They know what I am interested in, without even having me opt into anything (aside from the sneaky cookie). This would be Amazon.com targeting me based on my behaviorable data.

Chapter 15, Question 14
I am a cereal advertiser and I am comparing/contrasting keyword matching and content targeted advertising:
Keyword matching: allows merchants to bid on key words. In my case, I would select marshmallow, cereal, grains, prize (J), breakfast. This would allow for my product to be advertised during key word searches. I would pay for each click through to my site.
Content Targeted would work similarly, but post ads on other sites. I could have a pop up on a kids gaming site, or on a parent’s news website.