Advertising Assignment - Marketing Module, University of XYZ

This assignment solution addresses key aspects of advertising, including the Federal Trade Commission's (FTC) revised principles on online behavioral advertising (OBA), the role of the Digital Advertising Alliance (DAA) in establishing privacy practices, and the expansion of businesses through social media networks like Facebook, Twitter, and others. It also explores behavioral targeting, its advantages and disadvantages, and the ethical dilemmas faced by children in relation to targeted advertising. The solution covers the Centre for Digital Democracy (CDD), flash cookies, web beacons, the European Union's data protection regulations, user data control methods, and the significance of TRUSTe certificates. This comprehensive document provides detailed responses to ten questions related to these advertising topics.

Running head: ADVERTISING
ADVERTISING
Name of Student
Name of the University
Author Note

1ADVERTISING
Table of Contents
Response to question 1:.......................................................................................................2
Response to question 2:.......................................................................................................2
Response to question 3:.......................................................................................................2
Response to question 4:.......................................................................................................2
Response to question 5:.......................................................................................................3
Response to question 6:.......................................................................................................3
Response to question 7:.......................................................................................................3
Response to question 8:.......................................................................................................3
Response to question 9:.......................................................................................................4
Response to question 10:.....................................................................................................4
References............................................................................................................................4

2ADVERTISING
Response to question 1:
The FTC revised its online behavioral principles. The first principle that includes-
consumer control and transparency is unchanged from the previous principles. Therefore the
websites are required to provide prominent and clear notice related to behavioral advertising.
Moreover it compels companies to get an affirmative consent before gathering data related to
behavioral advertising.
Response to question 2:
Digital advertising alliance refers to establishment and enforcement of privacy practices
for the purpose of digital advertising (Meyer et al., 2016). Thereby also giving the consumers
control and information over digital advertising. The mobile guidelines provided by the DAA
aims at offering consumer assurances and business policies to the same extent that they have in
case of internet advertising from desktop.
Response to question 3:
Social media networks includes business expansion by developing connections with the
use of different social media platforms such as Facebook, twitter, Google plus, LinkedIn and
others (Dahlhaus, Thompson & MacLeod, 2017). Some of the social media platforms that needs
to be developed for future includes- Snapchat, WeChat and others.
Response to question 4:
Behavioral targeting refers to utilizing the web users previous behavior of web browsing
for the purpose of customizing the ads accordingly (De Jonge, Zeelenberg & Verlegh, 2018).
The main advantage of behavioral targeting is that it can help in generating more clicks, and

3ADVERTISING
therefore reaching out to greater number of audience. The main disadvantage is that the
advertisers need to with the extra value that they are expecting from this activity.
Response to question 5:
Some of the main issues that may be faced by children due to targeted behavioural
advertising includes- ethical dilemma within the child as children may be manipulated more
easily through advertisements, they are unable to understand what is good and bad for them,
sometimes it leads to parents frustration and such advertising may even have long term impacts
on children (Nadler & McGuigan, 2018). Therefore the FTC should develop such policies that
can help a child in growing without the pressure of advertisement and thereby avoiding pester
power.
Response to question 6:
Centre for digital democracy tracks the industry of digital marketing in order to improve
the awareness of the public and others and go protect their privacy. The CDD includes Areas of
digital health, digital citizen, digital consumers, digital youth and different program areas.
Response to question 7:
Flash cookies are the data pieces that are saved in computers through websites suing
Adobe flash software. Web beacons on the other hand includes- invisible images which can be as
small as 1*1 size of pixel that can be embedded in the web pages.

4ADVERTISING
Response to question 8:
The European union data protection includes- harmonizing the privacy of data across
entire Europe and also offer better rights and protection to the individuals. It helps the citizens to
have better control over their personal data.
Response to question 9:
Users can control their data and protect the same by making use of opt out tools. For this
the user’s needs to install tools, configure the same for the purpose of matching preferences and
then use the tool effectively. Users can make use of Browser settings that are in-built.
Response to question 10:
Truste certificates denote that privacy practices and policies meets with the data
governance and enterprise privacy. It helps in examining the opinions of the consumers in
relation to OBA or online behavioural advertising.

5ADVERTISING
References
Dahlhaus, P., Thompson, H., & MacLeod, A. (2017, September). Towards data democracy in
digital agriculture. In " Doing More with Less", Proceedings of the 18th Australian
Agronomy Conference 2017, Ballarat, Victoria, Australia, 24-28 September 2017 (pp. 1-
4). Australian Society of Agronomy Inc.
De Jonge, P., Zeelenberg, M., & Verlegh, P. W. (2018). Putting the public back in behavioral
public policy. Behavioural Public Policy, 2(2), 218-226.
Meyer, S. B., Shnir, F., Simeonov, S., Kozek, E., O'malley, C., & Jaye, D. (2016). U.S. Patent
No. 9,361,631. Washington, DC: U.S. Patent and Trademark Office.
Nadler, A., & McGuigan, L. (2018). An impulse to exploit: The behavioral turn in data-driven
marketing. Critical Studies in Media Communication, 35(2), 151-165.