1. From the perspective of an advertiser for a product such as cereal, compare and contrast the strengths and weaknesses of the two forms of search engine advertising: keyword-matching versus content-targeted advertising. 2. It was claimed when discussing e-mail advertising that advertisers using this medium may be accused of spoiling the commons. Explain what this means and then indicate whether you agree or disagree with this statement. 3. What, in your view, is the potential of using blogs as an advertising medium? 4. What, in your view, is the potential of using mobile phones as an advertising medium?