Evaluation of cross platform advertising

	Strengths	Potential problems	Examples
Viral advertising	Cheap Effective Gives Credibility Synergizes well with Social Media Can be utilised with a large multitude of forms of media	Is not able to reach every audience. People who don't use a form of social media won't see it. The dilution of your brand Association with potentially harmful people.
Native advertising	Can capture attention very easily as it is naturally blended in with the content you are currently consuming Builds up relevance. Empowers Customers	Can be distracting Can cause your content to be related to the wrong, potentially brand damaging, content. Can lesson brand identity
Targeted advertising	Allows you to reach the right people faster and for cheaper.	Can anger customers Can ruin brand identity Breaches privacy - tricks/forces you into agreeing
Shoppables and Influencers

A level Media Studies - Advertising