DM - recap Topic 6

Online Advertising is gaining popularity because ...
(you can choose more than 1 answer)

• It enables businesses to connect with a wider audience anywhere

• Online advertising is always cheaper than traditional advertising

• Advances in technology

• Changes in consumer behavior

Steve is starting a new aircon servicing business online. Which type of "Owned Media" would you recommend is best for his business?

• News report on The Straits Times

• Search ads on Google

• Customers' reviews on Tripadvisor

• Company own website and social media (FB, IG, Tik Tok)

Search ads and Display ads are examples of "Paid Media". Which 1 of the following statements is TRUE?

• Display ads is shown based on keywords from searchers.

• Both Search ads and Display ads appear in random.

• Display ads allow images to be featured.

• Search ads will show text results only, not images.

Which of the following is NOT a type of "Earned Media"?

• New student set lunch menu announcement post on Jack's Place FB page

• Blog posts on Daniel Food Dairy

• Reviews by customers on TripAdvisor

• Customer ratings on HungryGoWhere

"Earned Media" is valuable but may not be always good to the business. What can be a possible reason?

• Marketers need to constantly create new content for "earned media".

• Customers may leave bad reviews which we cannot control.

• "Earned Media" is expensive to acquire.

• Customers do not trust what they see in "earned media".

"Earned media" is the most credible (ie. believeable). Why is this so?

• Because we are in control over our own media.

• Because we need to earn money from the media.

• Because when we pay bloggers to work, they will make their followers believe them.

• Because consumers viewed it as most authentic - ie. real, honest and unbiased.

Shopee noticed that the CTR of their FB ads has been declining compared to last year. This can be due to ...

• Most of their customers are watching Mediacorp TV and not on FB

• Consumers are wary of potential malicious click links from scammers

• FB ads do not require a response from viewers

• The click button on FB ads is hard to find

Shopee can improve/ optimise their ads results by doing the following ...

(you can choose more than 1 answer)

• advertise at the right times when the customers are available

• change from FB ads to 8 Days magazines ads

• rotate different versions of ads and learn which one is more effective

• make their ads more engaging