Read Chapter 7 & 8 at the following links:

Chapter 7:

https://saylordotorg.github.io/text_emarketing-the-essential-guide-to-online-marketing/s10-pay-per-click-advertising.html

Chapter 8:

https://saylordotorg.github.io/text_emarketing-the-essential-guide-to-online-marketing/s11-social-media.html

1. What is the difference between the display URL and the landing page URL, and what is the function of each?

2. Both PPC (pay-per-click) advertising and SEO (search engine optimization) are based on keywords. How can PPC advertising and SEO be used to complement each other?

3. What is the major benefit of using social networking as a marketing tool?

4. Why is transparency so important to marketing using social media? Has this halted or accelerated the use of social media for marketing?

5. Give an example of how a brand can use a podcast to market itself. How it can use microblogging?

6. What is the difference between advertising using social media and marketing using social media?

7. What are the disadvantages of social media in marketing?