Question: From the perspective of an advertiser for a low involvement packaged
From the perspective of an advertiser for a low-involvement packaged goods 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.
Answer to relevant QuestionsAs noted in the text, some observers have gone so far as to claim that traditional advertising is on its deathbed and will eventually be supplanted by online advertising. What are your views on this? How would you go about advertising on Facebook? Twitter? Other social media? Compare how this differs from other traditional media (e.g., television, radio, magazines, newspapers). Why is target audience selection the critical first step in formulating a media strategy? Assume that the TV advertising schedule in Question 4 cost $2 million and generated 240 million gross impressions. What are the CPM and CPP? With reference to Frito-Lay’s copy tests in Table 17.3, the results reveal that of the 23 commercials tested, only 57 percent of the tests generated significant differences in sales between the split panels tested. Assume ...
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