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Question-1 Woolsworth could you all the three options mentioned in this question; however they can be used in different quantum as the company is in the specific business of grocery store / supermarket. The three options mentioned in the question being - (1)Paid media – For example, Search Engine Marketing, in app marketing etc to name a few(2)Owned media – For example, Search Engine optimisation, website advertising etc to name a few(3)Earned media – For example, social media – liking, viewing, sharing etc to name a few.
Out of the three paid media could be given least budgetary provision while other two options could be given equal budgetary provisions. In the paid media option in app advertisements can be a very important element which cannot be ignored with the increased relevance of apps for various uses. Today there is a flurry of apps available in the online world and people use apps for various applications in day to day life. The use of apps has become such a common feature in the modern day consumer and so is the use of the smartphone. The penetration of the smartphone is increasing day by day and the use of apps in smartphone has also seen to be increased to a great extent. Therefore in app space for use in advertising whether for use in games based apps or other apps for any other uses are a great opportunity for placing advertisement on an in app basis. The practice of search engine marketing is getting irrelevant with other forms of marketing taking its place however it still can play a small role till such time it becomes totally out of relevance(Ryan, 2016).
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