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Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility?

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Advertising on TV, print, and radio typically requires a predetermined budget. What key difference with online advertising campaigns allow advertisers to invest with more flexibility?

Answer

  • Budgets cannot be applied to online campaigns due to constant changes in traffic.
  • Budgets for online campaigns can only be set once annually and require a fixed commitment.
  • 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.
  • Online campaigns generate clicks, whereas other channels generate exposure.

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