Digital Marketing
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Differentiate among paid, owned, and earned media. Give a specific example of each of the following types of media for Coca-Cola:
(A) Paid media
(B) Owned media
(C) Earned media
- The Core Reading describes social media as a double-edged sword. Explain what is meant by this phrase in the context of digital marking and provide at least one example.
- The following data are collected after a firm runs a search marketing campaign. The average margin per transaction generated from the search marketing program is $200.
Determine each of the following metrics for the program detailed above:
(A) Click-through rate
(B) Conversion rate
(C) Cost per click
(D) Cost per sale or transaction
(E) Profit from the search ad program
(F) Search ad return on investment