An online survey commissioned by Vizu, a Nielsen company, of digital marketing and media professionals on current attitudes and practices regarding paid social media advertising was conducted by Digiday in fall 2012. Advertisers were asked to indicate the primary purpose of their paid social media ads. The survey results were as follows:
Paid Social Media Advertising Objective __________________________________Percentage
Primarily branding related, e.g. raising awareness, influencing brand opinions ............... 45%
Primarily direct-response related, e.g. driving product trials or site visits ..................... 16%
Mix-more than half is branding .................................................................... 25%
Mix-more than half is direct-response ............................................................ 14%
Source: Data extracted from
www.nielsen.com/us/en/reports/2013/the-paid-social-media-advertising-report-2013.html.
a. Construct a bar chart, a pie chart, and a Pareto chart.
b. Which graphical method do you think is best for portraying these data?
c. What conclusions can you reach concerning the purpose of paid media advertising?