Saylor URL: http://www.saylor.org/books Saylor.org
advertising will be paid for and what kinds of advertising are offered by publishers. A lot of this can be
solved by using a company that specializes in advertisement serving, media planning, and media buying.
KEY TAKEAWAYS
- Advertising can be paid for in a number of ways, including the following:
o Cost per impression (CPI) or cost per mille (CPM)
o Cost per click (CPC)
o Cost per acquisition (CPA)
o Flat rate
o Cost per engagement - Emerging technology allows for an increased level of interaction within an advertisement and for
advertising to be tailored to engagement media such as online videos and social network applications.
EXERCISE
- Which pricing model do you think would be best suited for a branding campaign? Why? For a direct
response campaign? Why?