Chapter 6 Display Advertising & other Customer Acquisition Techniques

This chapter covers the following objectives:

* Explain the meaning and importance of customer acquisition as a marketing strategy

* List the major customer acquisition techniques, both online and offline

* Identify the major online advertising formats

* Explain ad serving and how ad serving networks are used to target online ads

*  Identify the most common methods of targeting

* Explain the various types of behavioral targeting

* Discuss the benefits and drawbacks of advertising on Facebook, LinkedIn and other social media networks