Advertising on TV, Print, and Radio Typically Requires a Predetermined

Advertising on TV, print, and radio typically requires a predetermined budget. What key differences enable some online advertising campaigns to invest with more flexibility without a predetermined budget in mind?

A) Budgets cannot be applied to online campaigns due to constant changes in traffic.
B) Online campaigns are highly measurable and can often automate a positive ROI. It can be strategic to capture all traffic without a predetermined budget as long as ROI is positive.
C) AdWords budgets can only be set once annually and require a fixed commitment.
D) Online campaigns generate clicks, whereas other channels generate exposure.

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