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Online advertising utilizes the internet to drive website traffic and effectively target marketing messages to specific customers. It encompasses a variety of platforms, including websites, emails, and mobile devices, allowing advertisements to reach users through browsers, search engines, and social media. This form of marketing leverages digital channels to deliver information and engage with audiences, highlighting its versatility and broad applicability in the modern marketing landscape.

The employer brand encapsulates the overall employee experience, akin to a consumer brand, highlighting aspects like salary, work environment, and emotional connections. It aims to attract top talent and ensure a good organizational fit, leading to reduced turnover and increased motivation. By aligning employee behavior with the organization's mission and culture, consistency in messaging is crucial; discrepancies between employee perceptions and company communications can result in dissatisfaction and higher attrition rates.