Question

Choose three advertising media types.

Explain why each is effective.

Estimate a simple budget breakdown:

Media 1: $____

Media 2: $____

Media 3: $____

Write a short strategy summary (3–4 sentences).

Answer 1

Selected media
1) Paid social (Facebook/Instagram, TikTok, LinkedIn)
2) Search (Google Ads / Bing PPC)
3) Connected TV (streaming video on Roku, Hulu, YouTube in-stream)

Why each is effective
- Paid social: Excellent audience targeting (demographics, interests, behaviors), high creative flexibility (video, carousel, stories) and efficient scale for awareness and lower-funnel retargeting. Good for building consideration and engagement at relatively low CPMs.
- Search (PPC): Captures high purchase intent — people searching keywords are actively looking for solutions, so conversion rates and measurable ROI tend to be strong. Search also complements social by capturing demand created by upper-funnel channels.
- Connected TV (CTV): Delivers premium, lean-back video reach with high attention and strong brand impact; effective for reaching broad audiences and building top-of-funnel awareness and recall, especially on-streaming platforms where ad completion rates are higher than some digital placements.

Simple budget breakdown (example total $100,000)
- Media 1 — Paid social: $40,000
- Media 2 — Search (PPC): $35,000
- Media 3 — Connected TV: $25,000

Strategy summary (3–4 sentences)
Use CTV to build broad, memorable awareness with short video spots, then use paid social to target and engage interested cohorts with dynamic creative and retargeting. Capture high-intent prospects with search ads to drive conversions and measure ROI, allocating stronger bids to top-performing keywords. Monitor KPIs (CPM/CPA/ROAS) weekly and shift spend between social and search based on which channel delivers lower mid- and bottom-funnel costs.