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If there were a popularity contest for hacking schemes, phishing would win by a landslide. Most commonly in the form of an em... See more
ail, a phishing scheme entices users to click on a malicious link, then leads them to expose personal or business credentials, either by entering them into a fraudulent site or by confirming sensitive information. The email might appear to come from a company the user trusts, or even a friend or coworker—but don’t be fooled by its disguise. Password managers can’t be tricked. Using a password manager like Dashlane makes your overall online experience more secure.
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Concept is a central aspect of visualization of an idea designed to capture audience’s interest, influence their emotional response and inspire them to take action. Each ad example may have one or more concepts.
Style feature is a noteworthy visual aspect that typically lives on aesthetics spectrum. A great ad usually has several style features relating to graphic design, typography, layout and more.
Funnel values identify the points in customer journey where the ad is likely to be displayed:
Top of funnel – awareness stage
Middle of funnel – consideration stage
Bottom of funnel – decision stage
Benefit is an element of a product’s value proposition. Each ad may feature one or several benefits. Consider an example of a personal care brand:
+ Emotional benefits (e.g. look great every day)
+ Functional benefits (e.g. repair damaged hair)
+ Feature benefits (e.g. packed with vitamin E)
Meta includes the meta-parameters of an ad: type, size and format.

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