Principles of Marketing

MODULE 1 | LESSON 2

Data and

Digital Marketing

Data makes digital marketing uniquely powerful. Because we have access to data online, marketers can get the right ads to the right groups of people. In this exercise, you’ll evaluate your own experience with online advertising and how it relates to your online behavior.

Take-home assignment

INSTRUCTIONS

Over the course of a week, capture ads you see on different media platforms. Copy ads you see online, or take screenshots of ads you see on your phone. Describe ads you see on TV and hear on the radio. Try to capture at least 10 ads on at least five different platforms or channels. Add a description or image for each ad in the table below, and reflect on the following questions:

01

A. Why do you believe you were shown this ad?

B. Was this ad relevant to you? Was it advertising a product or service you may be interested in?

C. What data may be behind you seeing this ad, and how do you think that data was captured?

Unit 1 | Build a Social Media Presence

Ad description (screenshot or description of the ad and brand)	Why were you shown this ad?	Was this ad relevant to you?	What data might have caused you to see this ad? How was that data collected?

Rubric

Objective Meets expectations? (Y/N) Additional

feedback

Student can adequately represent the reasons for an ad being shown to them.

Student can make a distinction between ads that use demographic, location, behavioral or interest targeting.