Question 2:

A. Explain the magnitude, nature, and growth potential for digital media, including online, mobile, and app advertising.

B. Describe how the online advertising process works.

C. Describe the various forms of digital media for advertising online: search engine advertising (e.g., banner ads, rich media, online video), websites and sponsorships, blogs and podcasts, e-mail advertising, mobile and app advertising, and programmatic advertising via behavioral targeting.

D. Describe the nature of mobile advertising: its forms (e.g., short message services, location-based services, use of apps), benefits and costs, and strategies.

E. Explain the issues associated with privacy and online behavioral targeting, programmatic advertising, and privacy.

F. Explain the importance of measuring online advertising effectiveness and the various metrics used for this purpose.