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