A column in the Wall Street Journal argues that many firms have shifted away from traditional advertising towards providing"content": "Content, thesedays, is the catchall term for all the media that we consume. Tweets are content. Articles are content. Instagram posts are definitelycontent." The column also describes the YouTube videos many firms produce to highlight their products and the articles and other contentthat may not be directly related to their productsthat they post on their websites.

Source: JacobGallagher, "The New BrandingStrategy: Churn Out'Content,'" Wall Street Journal, January28, 2019.

What are the potential advantages and disadvantages to firms of replacing traditional advertising with"content" of thistype?

A.

An advantage isit's harder for questionable or inaccurate content to be made public.

B.

An advantage is producing"content" may be cheaper for firms to create because companies do not need to pay for advertising on TV and in print media such as newspapers and magazines.

C.

A disadvantage is firms will not be able to reach anaudience, particularly youngerconsumers, who do not watch many conventional TV programs or read print newspapers and magazines.

D.

A disadvantage is the volume of content of this type firm can afford is likely to be less than the volume of traditional advertising.