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Digital advertising channels represent the strategic toolkit that connects brands with audiences across the modern media ecosystem. You're being tested on more than just knowing what these channels are—exams focus on targeting mechanisms, measurement capabilities, cost structures, and integration with broader PR strategies. Understanding how each channel functions helps you recommend the right mix for specific campaign objectives, whether that's building awareness, driving conversions, or managing reputation.
The key principle underlying all digital advertising is precision—the ability to reach specific audiences with measurable results. As you study these channels, pay attention to how they target, what they measure, and when PR professionals should deploy them. Don't just memorize definitions—know what strategic problem each channel solves and how they complement each other in integrated campaigns.
These channels capture audiences actively searching for information or solutions. The targeting mechanism relies on user-initiated queries, making these audiences high-intent and often closer to conversion.
Compare: SEM vs. Email Marketing—both target high-intent audiences, but SEM captures new prospects actively searching while email nurtures existing relationships. If an FRQ asks about customer retention versus acquisition, this distinction matters.
These channels leverage the built-in audiences and formats of specific platforms. Success depends on understanding platform culture and creating content that feels organic to the user experience.
Compare: Social Media Advertising vs. Native Advertising—both prioritize platform-appropriate content, but social ads are clearly labeled promotions while native ads blend into editorial environments. Know the ethical implications for PR credibility.
These channels use data about past user behavior to serve relevant ads. The mechanism relies on cookies, pixels, and tracking technologies to follow users across the web.
Compare: Display Advertising vs. Programmatic Advertising—display describes the format (visual banners) while programmatic describes the buying method (automated). Most display ads today are purchased programmatically, so understand both layers.
These channels leverage human connections and trust networks rather than platform algorithms. The mechanism relies on third-party credibility to extend brand reach and endorsement.
Compare: Influencer Marketing vs. Affiliate Marketing—both use third-party advocates, but influencers are paid for exposure (awareness) while affiliates are paid for results (conversions). Choose based on whether your campaign goal is brand-building or direct response.
| Concept | Best Examples |
|---|---|
| Intent-based targeting | SEM, Email Marketing |
| Visual storytelling | Video Advertising, Display Advertising |
| Platform-native engagement | Social Media Advertising, Native Advertising |
| Behavioral retargeting | Display Advertising, Programmatic Advertising |
| Location-based targeting | Mobile Advertising |
| Third-party credibility | Influencer Marketing, Affiliate Marketing |
| Performance-based payment | SEM (PPC), Affiliate Marketing |
| Automation and efficiency | Programmatic Advertising, Email Marketing |
Which two channels rely primarily on user-initiated intent rather than behavioral targeting, and how does this affect conversion rates?
Compare and contrast native advertising and influencer marketing—both aim for authentic integration, but what distinguishes their approach to credibility?
If a client wants to reach users who visited their website but didn't convert, which channels would you recommend and why?
How does the payment model differ between SEM, influencer marketing, and affiliate marketing, and what does each model optimize for?
An FRQ asks you to design a campaign for a local restaurant chain with limited budget. Which channels would you prioritize based on targeting capabilities and cost structure? Justify your choices using channel-specific features.