Advertising on TV, Print, and Radio Typically Requires a Predetermined

question 49

Multiple Choice

Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

• A) Budgets cannot be applied to online campaigns due to constant changes in traffic.
• B) Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive.
• C) AdWords budgets can only be set once annually and require a fixed commitment.
• D) Online campaigns generate clicks, whereas other channels generate exposure.

---

Definitions:

Common Identity

A sense of shared identity among members of a group, which can influence social cohesion and collective behavior.

Unconscious Patronization

A subtle form of discrimination in which people with a bias unknowingly treat marginalized or minority individuals with apparent kindness that reflects a sense of superiority.

Just-World Phenomenon

The cognitive bias to believe that the world is inherently fair, leading to the assumption that individuals get what they deserve.

Unemployed People

Individuals who are currently not working but are available for and seeking employment.