1. Differentiate among paid, owned, and earned media. Give a specific example of each of the following types of media for Coca-Cola: 

(A) Paid media 

(B) Owned media 

(C) Earned media

2. The Core Reading describes social media as a double-edged sword. Explain what is meant by this phrase in the context of digital marking and provide at least one example.

3. The following data are collected after a firm runs a search marketing campaign. The average margin per transaction generated from the search marketing program is $200.

 Media Spending = $524,000; Impressions = 4,768,407; Clicks = 182,341; Transactions = 3,453 

Determine each of the following metrics for the program detailed above:

(A) Click-through rate 

(B) Conversion rate 

(C) Cost per click 

(D) Cost per sale or transaction 

(E) Profit from the search ad program 

(F) Search ad return on investment