Critical Thinking Google’s advertising model uses a pay-per-click (PPC) payment system where advertisers only pay for ads or paid search listings that are clicked on by interested consumers. This is significantly different from the traditional approach to advertising, where advertisers usually pay for the placement of the ad based upon audience numbers.

The PPC approach helps brands have a clearer measurement of the effectiveness of the ad.

How would you assess the other advantages and disadvantages of using a pay-per-click advertising approach as opposed to the traditional audiencebased payment approach to advertising? (Note: In your answer, you will need to consider the different communication goals of the brand as well as how the different media may impact the message.)