A company runs paid Google search ads targeting the keyword 'best running shoes,' then tracks Click-Through-Rate (CT

Correct Answer: B) Search Engine Marketing (SEM) combined with digital performance-metric tracking — paid, keyword-targeted search ads with measurable digital performance metrics like CTR and cost-per-click are the defining components of Search Engine Marketing. Why the other options are excluded: • A is factually contrary to the scenario, which is explicitly digital and metric-driven, not print. • C (word-of-mouth) is organic peer-to-peer referral, not a paid, keyword-targeted ad campaign. • D (direct mail) is physical postal marketing, unrelated to online search-ad campaigns. Example (Pension Sector): PFRDA running targeted search ads with keywords like 'retirement planning India' to drive traffic to the eNPS portal, tracked via CTR and cost-per-lead, is a comparable SEM approach in the pension sector.