CCT356H5- Midterm Exam Guide - Comprehensive Notes for the exam ( 31 pages long!)

• School: UTM
• Department: Communication, Culture and Technology
• Course: CCT356H5
• Professor: Mike Jones

Document Summary

= paid/donated persuasive message, identified sponsor, a defined ask (ex. = planned effort to build brand, create communities, linking up company with potential target markets; a feeling; not paid or asking. Oreo getting positive press coverage with a well-timed blackout tweet. Age, gender, income, job, geography, aspects of life (ex. Cheaper & can easily link to marketing plan and engage customers. Audience fatigue (audiences get bored working & change) with ads) Interstitial (ex. see first, then click through) Google lightbox- advertiser"s pay when it is expanded) Advertisers rarely negotiate with individual web sites/platforms on case-by-case basis. > frequency capping: = limiting overexposure (by managing q score [q score = familiarity of brand]) > sequencing: can be arranged to show ads in a particular order. > exclusivity: content publish, ban competitors from your site. > road blocking: advertisers buy 100% coverage on site to avoid competition. > geo-targeting: tied to location based on ip or gps.