Author: Chan Yun Yoo
Publisher: Cambria Press
ISBN: 1621968456
Category : Consumer behavior
Languages : en
Pages : 230

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Book Description

Author: Anja Janoschka
Publisher: John Benjamins Publishing
ISBN: 9027294887
Category : Language Arts & Disciplines
Languages : en
Pages : 246

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Book Description
This book examines new forms of communication that have emerged through the interactive capabilities of the Internet, in particular online advertising and web advertisements. It develops a new model of online communication, incorporating mass communication and interpersonal communication. Interactive mass communication redefines the roles of online communication partners who are confronted with a higher degree of complexity in terms of hypertextual information units. In web advertising, this new aspect of interactivity is linguistically reflected in different types of personal address forms, directives, and "trigger words". This study also analyzes the different strategies of persuasion with which web ads try to initiate their activation.Web Advertising provides essential information on the language of web advertisements for academics, researchers and students in the fields of hypertext-linguistics, advertising, communication and media studies.

Author: Patrali Chatterjee
Publisher:
ISBN:
Category :
Languages : en
Pages : 0

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Book Description
Generating long-term memory for an ad and the advertised brand are challenges in natural media environments, especially on the Web where ad avoidance is a norm rather than an exception. Little is known if creative executions like increasing ad sizes and intrusive ad formats that enhance communication outcomes and clickthroughs immediately after ad exposure persist over time. We investigate the role of advertisement size (large vs. small) and ad exposure format (intrusive vs. voluntary) on immediate and delayed brand recall, ad recognition and brand attitude in web-based media. Voluntary exposure ad formats like banners and text ads are more likely to be cognitively avoided since it is an automatic, subconscious process that occurs in parallel with the browsing activity and does not require any behavioral action by the consumer. Intrusive ad formats like pop-ups that interrupt browsing activity and demand immediate response are more likely to be physically avoided by closing them. Prior research on preattentive processing and endurance of implicit/ explicit memory and memory for subgoals supports our findings that gains from using intrusive ads accrue when ad sizes are small and negative impact of intrusiveness decay over time.

Author:
Publisher: Cuvillier Verlag
ISBN: 3736940106
Category : Business & Economics
Languages : en
Pages : 328

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Book Description
The rush of marketing expenditures in the Internet has made effectiveness and efficiency increasingly relevant. In particular, online firms offering free content need to provide powerful marketing tools to advertisers to support their own business models. Behavioral targeting enables websites to selectively display advertisements to consumers according to their surfing profiles, making advertisements more relevant, and thereby increasing advertising revenues from websites. Consequently, it is often seen as a savior by online firms struggling to finance their free content. However, targeting can raise privacy concerns, leading to negative consumer reactions. Furthermore, there is increasing regulatory pressure for websites to inform surfers about targeting practices and provide them with opt-in or opt-out functions. Proactively addressing those challenges to sustain revenues from targeted advertising is highly important—in particular for advertising-supported websites—and requires systematic research. Such research, though, has to account for the fact that the profiling of consumers to increase advertising revenues raises ethical questions, especially because targeting often occurs without consumers’ knowledge. This doctoral dissertation studies consumer privacy concerns with regard to online targeting practices. Specifically, it investigates how privacy concerns affect consumers’ perceptions of targeted advertisements. Furthermore, building on social exchange theory, fairness norms, and previous research on consumer privacy concerns in related areas, such as direct mail and e-commerce, I develop tangible, managerial operational mechanisms to increase consumers’ acceptance of targeting and improve consumers’ perceptions of targeted advertisements. In order to ensure that these mechanisms are in line with principles of business ethics, I derive normative requirements for these mechanisms from integrative social contracts theory. I test these mechanisms and explore the related cognitive processes in two experimental studies – a laboratory and a large-scale field experiment on two popular German websites.1 First, I find that under certain conditions, surfers are highly motivated by reciprocity. Specifically, when reminded that targeted online advertisements support free content and when asked to voluntarily reciprocate the website for providing its free content, consumers do not only more readily consent to targeting, but also perceive targeted advertisements as less intrusive. The effect of appealing to reciprocity on consumers’ acceptance of targeting is driven by consumers’ desire for distributive justice. It is not—as one might believe—driven by selfish motives, such as the expectation of receiving free content in the future. Second, in contrast to the current industry practice, I find that informing consumers that targeting makes advertisements they see on the Internet more interesting to them does not have any significant effect. This finding shows that there is currently great potential for the online advertising industry to change the way it promotes and justifies targeting to consumers. Finally, I find that providing consumers with a high level of control over their information not only increases their perceptions of procedural justice, but also reduces privacy concerns, increases trust, and thus the acceptance of targeting. As such, my research suggests that it is advisable to allow consumers to access and edit the anonymous profiles stored in their cookies—a practice currently followed by very few websites and advertising networks. Overall, this doctoral dissertation contributes to a very new academic research field studying targeted online advertising and consumer privacy concerns. In contrast to previous studies, which have all described the challenges related to privacy concerns, this study focuses on reconciling consumers’ legitimate desire to protect their privacy and the interests of the Internet industry which requires powerful marketing tools. Thus, from a practical perspective, this dissertation identifies mechanisms for websites in general and for ‘free content’ websites in particular to sustain or even increase their advertising revenues. As such, my findings may help advertising-supported online businesses to keep their services free of charge and thereby to sustain the consumer surplus they generate. Through the combination of real behavioral and self-reported data, the findings are particularly robust and might further stimulate the debate on consumer privacy, advertising effectiveness, and the financing of free content among academics, practitioners, and regulators.

Author: Peng Liu
Publisher: CRC Press
ISBN: 0429553250
Category : Computers
Languages : en
Pages : 443

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Book Description
This book introduces computational advertising, and Internet monetization. It provides a macroscopic understanding of how consumer products in the Internet era push user experience and monetization to the limit. Part One of the book focuses on the basic problems and background knowledge of online advertising. Part Two targets the product, operations, and sales staff, as well as high-level decision makers of the Internet products. It explains the market structure, trading models, and the main products in computational advertising. Part Three targets systems, algorithms, and architects, and focuses on the key technical challenges of different advertising products. Features · Introduces computational advertising and Internet monetization · Covers data processing, utilization, and trading · Uses business logic as the driving force to explain online advertising products and technology advancement · Explores the products and the technologies of computational advertising, to provide insights on the realization of personalization systems, constrained optimization, data monetization and trading, and other practical industry problems · Includes case studies and code snippets

Author: Patrali Chatterjee
Publisher:
ISBN:
Category :
Languages : en
Pages : 0

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Book Description
Measuring effectiveness of online ads is of critical importance to the survival of the Web as an advertiser-supported medium. Present efforts in measuring performance of Web ads are concentrated on adapting measures used in traditional media to the online medium (Novak and Hoffman 1996). However these measures do not take into account the unique interactive characteristics of the medium and hence differences in how consumers process advertising stimuli on the Web. Further ad processing and performance measurement capabilities differ across various advertising formats on the Web. This research proposes a framework to investigate how consumers interact with different advertising formats on the Web and identify metrics that reflect how effectively the ad is processed.

Author: Cong Li
Publisher:
ISBN:
Category :
Languages : en
Pages : 150

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Book Description

Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522517944
Category : Business & Economics
Languages : en
Pages : 1838

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Book Description
Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.

Author: Shelly Rodgers
Publisher: Taylor & Francis
ISBN: 1317225465
Category : Business & Economics
Languages : en
Pages : 466

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Book Description
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.

Author: Parreno, Jose Marti
Publisher: IGI Global
ISBN: 1466683430
Category : Business & Economics
Languages : en
Pages : 374

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Book Description
Branded entertainment is gaining popularity within marketing communications strategies. Blurring the lines between advertisements and editorial content, branded marketing provides advertisers and consumers with highly engaging media content that benefits them both. Engaging Consumers through Branded Entertainment and Convergent Media provides an interdisciplinary approach to connecting with the consumer through branding strategies in the entertainment and media fields. Featuring information regarding emergent research and techniques, this publication is a critical reference source for academics, university teachers, researchers and post-graduate students, as well as universities, advertising agencies, marketing directors, brand managers, and professionals interested in the usage and benefits of branded entertainment.