1. Advertising By: Jarrod Holt

2. Describe “the Wanamaker era” of advertising? Inefficient Money on advertising was being wasted on individuals without interest in products Mr. Wanamaker said, “Half the money I spend on advertising is wasted, the trouble is, I don’t know which half.”

3. What was created to fix this problem? Pay-per-click ex: Adwords, Overture New advertising is based on consumers themselves taking the initiative by showing up voluntarily and interacting with what they find online. Advertisers only have to pay for clicks

4. What is the problem with “pay-per-click”? Click fraud Hundreds of people are being paid to click on other businesses advertisings to make them pay lots of money.

5. What is being done to stop click fraud? Pay-per-print Ex: Coupon model- advertisers are charged only when a consumer prints out something. Pay-per-call AOL is biggest partner, charges advertisers only when they receive a live call from a consumer. Cost-per-action Charges advertisers only when consumers purchase something.

6. What are the pros and cons of branding? Reaches a wide variety of people. Ex: video games, super bowl commercials Cost lots of money What would Coke like better: Google or Branded advertising?

7. What is Real time and Asset Management and how do they affect each other? Real time= as things are happening Asset Management= The managing of ones assets Real time allows the advertiser to have knowledge immediately of the amount of interest that is being produced. This allows him to manage his assets in relation to his advertising. Ex: An advertiser has 100$ and 2 possible ways of advertising his product, he could use Google or Overture. He could go with just one of them, but he does not know which one is better. So he puts 10$ in both to see the real time performance. Depending on the results he will put the rest of his money with the best advertising.

8. Why is Google educating advertising agencies? So agencies will know how to use their programs, and will also use Google's’ programs for business.

9. In what ways is Google going offline? Magazines Google bought pages in the magazines and then put these pages up for auction on the Google site. Radio dMarc Broadcasting is a company bought by Google to buy radio time and auction that time off. TV Spot Runner produced thousands of Ads in categories from automotive to clothing, which local advertisers can buy and customize.

10. What is going to be needed for Google’s offline advertising to be like their online advertising? Real time feedback Auctions