In Class assignment 1 “Eric Schmidt delivers the opening

keynote at the 2011 iab annual leadership meeting ”

Rawan Nabil 28542Iman AbdulRazek 25581Remi Eid 26541Deema Shaher 27073Chirine Hamdan 26944AbdulRahman Khalil 24921

Question1

Why do you use your mobile phone?

The purposes of using the mobile devices are for social networking, surfing the web, chatting, making calls, taking photos and videos, and sharing on the spot events.

Question2

Identify three types of mobile phone uses?

Phone calls, taking pictures, chatting and surfing the internet; those are mostly the types of things people tend to use their mobile phones for.

Question3

Why the scale and size of the market is important for you as a student?

Because we are trend followers and setters, therefore; we need to see who and how many people are using a specific product.

Question4

What is the value for customer?

We as advertisers should solve the customer’s fundamental problem which is learning about the product and deciding to buy. That way, we can solve the customers’ and publishers’ problems as well as our problem as advertisers.

Question5

What is the secret of Google’s approach?

Google’s approach focuses on adding value as it concentrates on the value of advertising the customer where it basically solves the problem that they have which is learning about the product and deciding to buy. Doing that, Google ends up solving the customers ’, the advertisers ’ and the publishers ’ problem.

Question6

What is Double Click?

Double click is a free media planning tool by google which helps to identify websites that the target audience are likely to visit. By this, it helps to define the customers’ demographics and interests, search for websites related to the target audience, and approach unique users, page views, and other data for millions of websites from over 40 countries. It also helps to easily build media plans for yourself or the client and create lists of websites where you’d like to advertise and generate combined website statistics for your media plan.

Question7

Can you please operationalise the term change in Schmid’s talk?

It’s the change from traditional media in advertising into online advertising . Moreover, the change is the emerge of new winners or new static ideas.

Question8

What does Schmidt mean when he said “the market decides”?

He meant to let the market decides whether there is a demand for this kind of service or product in the market.

Question9

What is the key insight?

According to Dr. Eric Schmidt, one must be able to come up with a nub on how to approach advertising.

Question10

How can we approach advertising?

Having the measurability and the reach across the platforms, the last step is to find the publisher’s solution where the testing could be done. Knowing that publishers know the results of all their actions in which they can frequently measure every hour, they are considered to be experts of the system. Nevertheless, according to Eric Schmidt, this is the new online advertising model that is highly innovative and lively.

Question11

What is the publisher’s solution?

Publishers do the testing and become better experts by trying everything because they believe that if they do something, the following thing will happen. Inaddtion, they tend to measure it every hour.

Question12

Identify the characteristics of the new online advertising model?

Fast, measurable, cheap, and solves the problem of the advertiser, the publisher and the customer by providing information to the customer easily before buying. You can easily run cross media campaigns.

Question13

 Can you please capture the vision of the future of information in one key word?

It is Linear. However, the information technology grows exponential.

THANK YOU