Investment Management Certificate (IMC) Practice Exam

If the trade association promoting milk had linked ads to media reports about milk's weight-loss benefits, they would have been using _____ advertising.

1. Secondary-market

2. Keyword-matching

3. Content-targeted

4. Generic

The correct answer is: Content-targeted

The scenario describes a situation where the trade association promoting milk is aligning its advertisements with specific media reports that highlight the weight-loss benefits associated with milk consumption. This strategy is indicative of content-targeted advertising. Content-targeted advertising allows advertisers to showcase their ads in contexts that are relevant to the content being consumed by the audience. In this case, by linking ads directly to articles or reports discussing the weight-loss benefits of milk, the association ensures that their advertisements reach an audience already engaged with related content. This method increases the likelihood of attracting potential customers by reinforcing the message in a context that is already favorable or pertinent to them. In contrast, other forms of advertising like secondary-market or generic advertising don't focus on contextual relevance in the same way. Secondary-market advertising typically targets consumers who are in the market for a related product but may not focus on specific content areas, while generic advertising refers to advertisements that promote a category of products rather than a specific item or benefit. Keyword-matching, on the other hand, involves placing ads based on the keywords users are searching for, which is less about content alignment and more about search terms. Thus, content-targeted advertising is the most appropriate classification for the described strategy.