Review, discuss, and critique one article of your choosing that focuses on strategies used by companies to enhance targeted accidental exposure to ads on the web, on TV, or in magazines. The article may focus on a single company or it may focus more generally on a technique or techniques to increase targeted accidental exposure to ads. You must identify and explain the type of targeting (demographic, contextual, search term, behavioral, location-based) that is being discussed in the article. Keep in mind that more than one type of targeting may apply or be relevant to your article.
Your article must be relatively recent (published on or after January 1, 2012). Articles on this topic are available on the web as well as in more traditional business publications such as (1) Wall Street Journal, (2) Advertising Age, (3) New York Times, (4) Ad Week, (5) Business Week, (6) Brand Week, (7) Fortune, (8) Forbes, etc.
Background Material
Peter and Olson chapter 5 (“Attention and Comprehension”) and class discussion on the concepts of accidental exposure and different types of targeted exposure.
Weightage
10% (40 points)
Guidelines
1. Look of articles of moderate length (approximately 1-3 pages). Very short or very long articles will likely not be suitable.
2. Carefully proofread your paper for spelling and grammar. I will penalize papers that are seriously deficient in these areas. You are encouraged to seek assistance from the Kogod Center for Business Communications. Look for details about the center in your syllabus. In your assignment, indicate if you sought help from the center and who assisted you.
3. Try to keep your report brief (no more than 2 pages, double-spaced, 12-point font). Strive for clarity, simplicity, and professionalism in your presentation. Make sure that you discuss one or more ideas presented in the book and/or in class in your report.
4. Attach a clean copy of your article to the report. The copy must be neat and legible, and must show the date it was published. Highlight those sections of the articles that are particularly relevant to your analysis.
P.S Please note that the article has to be related to the Marketing concept of "Target Accidental Exposure" and assignment is asking me to talk about something discussed in class so please discuss the if idea of "Maintaining Exposure".
