Critical Thinking Google’s advertising model uses a payper-click (PPC) payment system where advertisers only  pay for ads or paid search listings that are clicked on by interested consumers. this is significantly different to the  traditional approach to advertising, where advertisers usually pay for the placement of the ad based upon audience numbers. the PPC approach helps brands have a clearer measurement of the effectiveness of the ad.  how would you assess the other advantages and disadvantages of using a pay-per-click advertising approach as opposed to the traditional audience-based  payment approach to advertising? (note: in your answer, you will need to consider the different communication goals of the brand as well as how the different media may impact the message.)

Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
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Critical Thinking Google’s advertising model uses a payper-click (PPC) payment system where advertisers only  pay for ads or paid search listings that are clicked on by interested consumers. this is significantly different to the  traditional approach to advertising, where advertisers usually pay for the placement of the ad based upon audience
numbers. the PPC approach helps brands have a clearer measurement of the effectiveness of the ad.  how would you assess the other advantages and disadvantages of using a pay-per-click advertising approach as opposed to the traditional audience-based  payment approach to advertising? (note: in your answer, you will need to consider the different communication goals of the brand as well as how the different
media may impact the message.)

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