8 …what should I call myself? • (wide-net) – UPS, DHL, Airline Confirmation • Custom created documents to look appealing to certain users – Conference notice.pdf_______________________________________________.exe • Infect internal documents • Leverage different character encodings • Commonly used application names/updaters – Google, Adobe, Skype • Closely mimic system files – svchost.exe, ctfmon.exe, dw20.exe, iexplorer.exe