Performance-based advertising
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Performance Marketing, also known as pay for performance advertising, is a form of advertising in which the purchaser pays only when there are measurable results. Its objective is to drive a specific action, and advertisers only pay when that action, such as an acquisition or sale, is completed.[1]
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Performance-based advertising is becoming more common with the spread of electronic media, notably the Internet, where it is possible to measure user actions resulting from advertisement.[citation needed] Performance marketing is different from Brand Marketing which focuses on awareness, consideration, and opinions among target consumers.[citation needed]
Performance marketing is an integral part of an overall marketing strategy, and its effectiveness can be influenced by other promotional methods such as branding, media advertising, guerrilla marketing, and more.[citation needed] To assess the overall effectiveness of marketing activities, marketers analyze these influences further using tools like Brand Lift or similar metrics.[citation needed]