solved 1. SEARCH ENGINE MARKETINGDefine:What is paid search?What is organic search?What

1. SEARCH ENGINE MARKETINGDefine:What is paid search?What is organic search?What is the value of keywords in the SEM process?How does the planner optimize keywords?What is the role of testing in the SEM process?2. ONLINE DISPLAY ADVERTISINGDescribe the display advertising modelDefine and describe the 3 types of display advertising networks What are the 3 identified methods of online display measurement?3, SOCIAL MEDIAWhat is the value of social media to the brand?Following the example of the Social Media Explained slide, create an example using the product of your choiceWhat are the 6 types of Social Networking Sites? Define and provide an example for eachWhat challenges would the brand experience when using social media to communicate with the consumer?Describe the 3 levels of SNS involvement4. OWNED MEDIADefine owned media and provide an example in the digital spaceWhat are the digital assets of owned media?What are the 5 strengths of owned media?What are the 3 challenges of owned media?5. DIGITAL MEDIA PLACEMENT/PARTNERSA. Publisher Direct SitesDefine:List benefits and weaknesses for the advertiserB. Ad networksDefine:List benefits and weaknesses for the advertiserC. Programmatic BuyingDefine:Explain the difference between audience buying and contextual buyingD. DSPWhat is a DSP?How does it work?What are the benefits and weaknesses for the advertiser?6. TARGETINGList at least 5 sources of audience data that can be used to target digital messagingWhat is re-targeting – define and describe the process 7. DATAWhat are the 3 key benefits to the advertiser of accessing data through online channels8. PUTTING LEARNING INTO PRACTICEUsing Expedia.com as the brand example, briefly describe how you would use each form of digital media to communicate with the consumerSearchDisplaySocial (Select at least 3 social channels)OwnedHow would you use retargeting to increase awareness and trial?