When a firm is interested in targeting customers during information gathering stage of the buying process and wants to measure return on investment in advertising,which of the following should it adopt for its digital advertising?

Question

Quizplus · Accepted Answer

Refer to Exhibit 15-6. Search advertising has the following advantages: Easy to set budget and control costs, targets users in information gathering stage of the buying process, easy to measure return on investment, highly targeted; high credibility.

When a Firm Is Interested in Targeting Customers During Information