2. An Analysis and Presentation by Alexandra Sirotovich | KC Murphy | Michelle Rico | Toni-Lynn Robbins.

3. Summary of Case Charlie’s story

7. Background--DoubleClick DoubleClick’s services are based on a user’s online activity & perceived interests -- these serve as a basis to provide subsequent, relevant ads after the user leaves a particular advertiser’s website These services include -- -Frequency Capping -- prevents repetitive advertisements - Spam Filtration -- identifies invalid clicks, improving consumer experience and protectin advertisers from imposters - View-Through Conversions -- provides insight to advertisers into how many people that were exposed to an ad didn’t click but subsequently visited the advertiser’s website Google does not associate “sensitive interest categories” (race, religion, sexual orientation, or sensitive financial info) with the DoubleClick cookie

12. Problem Statement Google Inc ., a leader in Internet search, has recently been the target of criticism regarding how information is gathered through cookies. Google’s challenge is to strike a balance between consumer comfort / satisfaction and company profits

13. Goal Regain and Retain consumer trust in, and satisfaction with, Google’s innovative organization of information

16. Communications Strategy Reframe cookies by educating consumers about Google’s organization and use of information, effectively reinforcing Google’s mission by positioning the company as an innovator of information technology

21. Creatives

22. Creatives

23. In Conclusion--

24. Q&A