Question

Which of the following is a disadvantage of using online, mobile, and social media for advertising?

A) The costs are high.
B) Audience selectivity is low.
C) The audience controls ad exposure.
D) The interactive capabilities are low.
E) There is little scope for personalization.

Answer 1

C) The audience controls ad exposure.

Step-by-step explanation:

People who use social media have a great degree of control over the ads they are exposed to.

They can close the ads, ask the social media platforms to not show the ads again, or look at the ads only for a very limited period of time.

For this reason, firms that use online advertising on social media should try to use the main advantage that this platform offers: targeting specific demographics that are more likely to respond positively to the ads. In this way, the risks are minimized.