Final answer:
The click-through rate (CTR) is a metric used to measure the effectiveness of PPC ads by showing the rate at which ads are clicked by viewers. Research indicates that higher brand awareness can lead to a higher CTR. This concept relates to advertising strategies within the attention economy.
Step-by-step explanation:
The click-through rate (CTR) of PPC (Pay-Per-Click) ads is a metric that measures the percentage of people who click on an ad after seeing it. It is calculated by dividing the number of clicks an ad receives by the number of times the ad is shown (impressions), then multiplying the result by 100 to get a percentage. Research suggests that there is a positive effect of brand awareness on the click-through rate, meaning that when people are more familiar with a brand, they are more likely to click on its ads. This concept falls under the broader category of advertising and the attention economy, where different advertising techniques are used to grab the limited attention of potential consumers in a world saturated with marketing messages.