August 2025
Intermediate to advanced
264 pages
7h 13m
English
Content preview from Marketing Effectiveness
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05 Media channels: effectiveness vs efficiency
The power of media
‘Why can’t Instagram just be free without all the ads?’ a friend asked me over drinks, visibly frustrated by their cluttered social feed. I laughed and replied, ‘Thanks to those ads, it is free.’ What followed was a lively debate. They desired an ad-free, user-funded social media utopia, while I explained how advertising is the engine that keeps platforms running without users paying a fee.
One might say that our attention is the fee – the price we pay for the convenience and abundance of content we enjoy. That conversation got me thinking that what marketers call media may seem invisible to the average person. But we know that, inside our marketing circles, media is one of ...
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