Dissertations / Theses on the topic 'Internet advertising'
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Ma, Hon-bo Tony, and 馬漢波. "Internet advertising." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 1998. http://hub.hku.hk/bib/B31269114.
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Ma, Hon-bo Tony. "Internet advertising /." Hong Kong : University of Hong Kong, 1998. http://sunzi.lib.hku.hk/hkuto/record.jsp?B19874200.
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Hsin-Yi, Chang. "Analysis of false internet advertising /." Tamsui : Tamkang University, Tamkang University, Graduate Institute of International Trade, 2006. http://etds.lib.tku.edu.tw/etdservice/download_file?etdun=U0002-0202200611002800&fileName=tku-95-691480221-1.pdf.
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Rosenkrans, Virginia L. "Electronic Commerce and Internet Advertising." NSUWorks, 2001. http://nsuworks.nova.edu/gscis_etd/808.
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Electronic commerce (e-commerce) and online advertising have exploded on the Internet. The Internet advertising frenzy resulted in revenue that topped $1.953 billion for the first quarter of 2000 (Internet Advertising Bureau, 2000a). Revenues for the first quarter swelled almost 10% over the fourth quarter of 1999 and 182% over the first comparative quarter of 1999. The continued growth of e-commerce is reflected by the interactive nature of the Internet, which has provided abundant opportunities for companies to promote their goods and services. Given the promise of the Web as a medium for e-commerce and advertising, businesses are turning to online advertising because it has enormous communication power. Although companies are allotting more of their budgets for online advertising, advertisers are searching for the most effective online advertising models to reach their audience. This research study investigated the prevalent online ad models and developed a new online advertising model to enhance conversion events, the Enhanced Conversion Events Model (ECEM). The ECEM included four criteria: (I) emotional and rational appeals, (2) ad dynamics, (3) pull based, and (4) metrics. An online ad, VCwheels, was developed based upon the ECEM and deployed on Ventura County Star newspaper's Web site, insidevc.com. Its metrics, provided by DoubleClick's NetGravity, were compared to other online business ads' metrics deployed during the same time frame on insidevc.com. Analyses and findings of the new online ad model's effectiveness were determined by its September 200 I 's measurement results and a summative committee meeting. Based on the metrics provided by NetGravity, VCwheels elicited a higher click-through rate than the 15 other ads deployed during the same time frame (i.e., September 200 I). This research has significant implications for practitioners and academic researchers as it gleans from the ECEM's results. Findings demonstrate that the ECEM enhances conversion events. The theoretical underpinnings of the ECEM punctuated with its practical application and results offer academic researchers and industry practitioners with recommendations for expansion and exploration of effective online advertising models.
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Nazerzadeh, Hamid. "Internet advertising : optimization and economic aspects /." May be available electronically:, 2009. http://proquest.umi.com/login?COPT=REJTPTU1MTUmSU5UPTAmVkVSPTI=&clientId=12498.
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Hong, Jongpil. "Advertising media models for internet reach/frequency estimation /." Digital version accessible at:, 1998. http://wwwlib.umi.com/cr/utexas/main.
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Kozlen, Kevin. "The value of banner advertising on the web." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/4557.
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Thesis (M.A.) University of Missouri-Columbia, 2006.The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. Title from title screen of research.pdf file (viewed on August 24. 2007) Includes bibliographical references.
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Lam, Wai-man. "Online advertising : why or why not ?" HKBU Institutional Repository, 2005. http://repository.hkbu.edu.hk/etd_ra/683.
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Dube, William. "The effect of new media on political advertising : television ads and internet ads in the 2008 presidential election /." Online version of thesis, 2009. http://hdl.handle.net/1850/9697.
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Haponiuk, D. "Internet meme." Thesis, Sumy State University, 2017. http://essuir.sumdu.edu.ua/handle/123456789/62564.
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In the modern world, it’s hard to imagine a young pal who had never heard about “memes”. As we all know, meme is some picture or video, which furiously became popular and went all over the world in the matter of days. Among them we see “Gangnam style”, “Dratuti” and “Crazy frog”.
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Krige, Philip. "Exploring attitudes towards banner advertising on the world wide web." Thesis, Nelson Mandela Metropolitan University, 2008. http://hdl.handle.net/10948/997.
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The purpose of the study was to assess the effectiveness of banner advertising on the World Wide Web, as well as to explore and analyse the attitudes and behaviours of internet users towards banner advertising. The research objective was to determine, why people do not click on banners and to find ways in which advertisers can make banner advertisements appeal to consumers more effectively. Outcomes of the research suggested which features advertisers should avoid when developing clickable banners. An extensive literature review was carried out in order to highlight important aspects of historic research. The analysis conducted on this topic indicated that a gap exists in the area of public attitudes towards clickable banner advertising and the reasons why people avoid clicking on banners. To address the above questions, peoples’ attitudes towards banner and other Internet advertising were investigated through focus group interviews and surveys. The findings suggest that the main reason for the ignorance surrounding clickable banners was the low involvement between the product or service being advertised and the viewer’s interests. Other reasons included the high annoyance level of banner advertising and the threat of viruses that some banners may pose. Conclusions of the research recommend narrow targeting and personalisation of banner advertisements, constant rotations and replacements of banners to avoid burnouts as well as trustful and original appeal and content. Other important findings included: • The majority of people are indifferent towards banners, • People with less than three years of Internet experience tend to click more than people with more than three years of Internet experience, • Females showed more “clickable behaviour” than males, • People are more likely to click on banners which present interesting information, are bright and animated or promote catchy phrases for the surfer, • People prefer to see banners located on the top of the page or on the right side of the page, • Pop-ups are the most noticeable and are possibly the route cause of what triggers people to become annoyed or dislike banner ads, Findings of this research have high social value. If advertisers would take into account the results of the current study, they would be able to create more effective banners, which could effectively be redirected to the appropriate target market. This will enable them to cut their costs. Furthermore, online users would enjoy a more polite and friendly online environment, where their interests will be taken into account, which would diminish the current gap between customers and advertisers.
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Coyle, James R. "The effects of progressive levels of telepresence in on-line advertising : interactivity, vividness, and attitude-behavior consistency /." free to MU campus, to others for purchase, 1997. http://wwwlib.umi.com/cr/mo/fullcit?p9842521.
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Yoon, Tae-il. "How consumers process cultural cues on commercial websites /." free to MU campus, to others for purchase, 2002. http://wwwlib.umi.com/cr/mo/fullcit?p3074460.
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Jara, Carlos, and Terence Wayburne. "Advertising, Internet Based Networking Websites (IBNWs) and New Ventures." Thesis, Umeå universitet, Handelshögskolan vid Umeå universitet, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-57467.
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With the explosion of technology we are finding that our methods of communication are changing rapidly year to year. The way that we interact with each other from personal levels to more formal business is all being affected. With the birth of the internet we have seen continuous growth of communication methods via this medium and most recently is the boom of the Internet Based Networking Websites (IBNWs) that allow the, over 300million, users to interact with each other. Websites like Facebook, Linkedin, and Twitter are very good examples of IBNWs that provide great platforms for communicating messages and advertising companies regardless of where in the world they are. Geography is quickly becoming an obstacle of the past as IBNWs allow business to reach people based on their demographic rather then location. Through the use of IBNWs people can target, segment, and filter according to the people they wish to advertise to, all for free. This in turn is now having a huge impact on the advertising industry as ad agencies are being pressured to change their more traditional marketing structures to fit the modern environment, as people, especially young entrepreneurs, are finding a plethora of ways to advertise online for free. Because of this huge reshape of the advertising industry we have chosen to look in to how this all affects the entrepreneur and therefore have taken on the task of answering the question: How do IBNWs affect the process of advertising in the development of new ventures? In this thesis we delve in to the topic of modern advertising in relation to traditional forms of advertising (T.V, Radio, Print) to see how and in what ways IBNWs are having an impact of company start-ups. With the use of many authors and concepts we build a theoretical perspective to help us analyze the data retrieved from 10 entrepreneurs from around the world. The theoretical perspective is made of four key elements: Cost, Clutter, Interactivity, and Objectives of advertising. With a qualitative interpretivist approach we have constructed an in-depth case study that explores the development of 10 different ventures from the perspective of the entrepreneurs running them. However to aid us in our analysis and understanding of the industry of advertising and business development we interviewed the Chief Creative officer at Ogilvy&Mathers, and an Manager at International Venture Club. The final goal of the study is to generate an original framework for entrepreneurs in modern advertising. What we found was that due to the lack of resources by the entrepreneurs IBNWs provide a great cost effective method of reaching a large and relevant audience. Among other findings we found that IBNWs are a great starting point for all entrepreneurs in their process of advertising due to its cheap and easy to use platform. In conclusion we found that IBNWs do have a huge impact on the process of advertising in the development of new ventures. Keywords: IBNWs, Advertising, Cost, Clutter, Interactivity, Advertising Objectives
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Marshall, Jaime. "INTERNET ADVERTISING: ARE WE BREAKING GROUND OR MOVING DIRT?" Master's thesis, University of Central Florida, 2005. http://digital.library.ucf.edu/cdm/ref/collection/ETD/id/3310.
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Seeking to validate the Elaboration Likelihood Model (ELM) of Persuasion for the online advertising context, a laboratory experiment utilizing 240 undergraduates was conducted at a southeastern university. The quality of banner advertisement contents--product endorser (spokesperson) and arguments (headlines)--were manipulated testing the variables' effect on click-through and attitude toward the advertisement for groups with high and low levels of product category involvement. Exploring a replica of a popular music website, participants were exposed to the test banners on the site's homepage. Due to the limited number of click-throughs, the relationship between the independent variables and click-through could not be established. However, as hypothesized for the low involvement condition, source liking predicted participants' attitude toward the banner advertisements. In the high involvement condition, neither source liking nor argument strength was associated with attitude. Because the test product category--sport drinks--skewed low involvement, a follow-up study should select a high involvement product category to explore such condition more effectively.M.A.
Nicholson School of Communication
Arts and Sciences
Communication
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Oikarinen, E. L. (Eeva-Liisa). "Perspectives on humor in recruitment advertising on the Internet." Doctoral thesis, Oulun yliopisto, 2018. http://urn.fi/urn:isbn:9789526218397.
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Abstract This study explores the phenomenon of humor in advertising in the context of recruitment advertising and answers the research question: How can humor in recruitment advertising on the Internet be approached from communication perspectives? The study is positioned on humor in advertising literature, particularly incongruity theories of humor, and it approaches the context of recruitment advertising by utilizing employer brand message conceptualization. Motivation for the study was to understand poorly investigated phenomenon of humor in recruitment advertising; observations were collected in a small company’s Internet communication channel. Theoretical motivation was rooted in the lack of earlier studies on humor in recruitment advertising within the literature of humor in advertising. Earlier studies on humor in advertising have been dominated by experimental quantitative studies, and this study provides methodological novelty by using a mixed methods research approach. The study had different data collection methods: A between-subject experimental design with a quantitative approach and case studies with content analysis and qualitative analysis methods. The phenomenon were investigated on different empirical levels (both recruitment ads and recruitment campaign) and collecting evidence from a setting of a small company’s Internet communication channel. The dissertation is based on a compilation and published research papers, three journal articles and one book chapter, which are able to create new perspectives related to the phenomenon of humor in recruitment advertising. A framework on humor in recruitment advertising on the Internet will be developed by focusing on different communication perspectives: investigating the use of humor in the employer brand message, the job seekers’ response to humor, moderator (this study: congruence) effects of humor, and the managerial challenges and opportunities of humor. The potential of humor was identified as working as a device for a person-organization fit and offering the potential for social media marketing by increasing the sharing intentions of recruitment ads. The challenges of humor are related to negative intermediate advertising effects and negative word-of-mouth. This dissertation contributes to the advertising literature by developing new research approach on humor in recruitment advertising and extending the body of research on humor in advertising empirically in recruitment advertising on the InternetTiivistelmä Tämä tutkimus tarkastelee huumorimainonnan ilmiötä rekrytointimainonnan kontekstissa ja vastaa kysymykseen, miten huumoria rekrytointimainonnassa voidaan lähestyä viestinnän eri näkökulmien kautta Internetissä? Tutkimus on asemoitu huumorimainonnan kirjallisuuteen, erityisesti huumorin inkongruenssiteoriaan ja se tarkastelee rekrytointimainonnan kontekstia hyödyntäen työnantajan brändiviestin määritelmää. Tutkimuksen lähtökohtana ovat yksittäiset havainnot olemassa olevasta mutta vähän tutkitusta ilmiöstä, huumorista rekrytointimainonnassa pienen yrityksen Internet-viestintäkanavassa. Huumorimainonnan kirjallisuudesta puuttuvat toistaiseksi huumoria rekrytointimainonnassa käsittelevät tutkimukset. Aikaisempia huumorimainonnan tutkimuksia ovat hallinneet kokeelliset kvantitatiiviset tutkimukset. Tämä väitöskirja on menetelmällisesti uutuusarvoinen, koska tutkimuksessa lähestyttiin ilmiötä monimenetelmätutkimuksen kautta. Tutkimuksessa käytettiin erilaisia tiedonkeruumenetelmiä: kokeellisia tutkimusasetelmia kvantitatiivisella lähestymistavalla ja tapaustutkimuksia, jotka hyödyntävät sisällönanalyysia sekä kvalitatiivisia analyysimenetelmiä. Ilmiötä tutkittiin sekä rekrytointimainoksien että rekrytointikampanjan empiirisillä tasoilla ja aineistoa kerättiin pienen yrityksen Internetin viestintäkanavasta. Väitöskirja koostuu yhteenveto-osuudesta sekä julkaistuista tutkimuspapereista, kolmesta journal-artikkelista ja kirjan kappaleesta, jotka tuovat kukin eri näkökulmia huumoriin rekrytointimainonnassa. Tutkimuksen tuloksena rakennetaan viitekehys rekrytointimainonnan huumoriin Internetissä. Se keskittyy viestinnän eri näkökulmiin: määrittelee huumorin osaksi työnantajabrändiviestiä, tutkii työnhakijoiden vasteita huumoriin, huumorin moderaattori (tässä tutkimuksessa: kongruenssi)-vaikutuksia sekä huumorin käyttöön liittyviä liikkeenjohdon haasteita ja mahdollisuuksia. Huumorin potentiaali tunnistettiin siinä, että huumori testaa henkilön ja organisaation yhteensopivuutta ja tarjoaa mahdollisuuksia markkinointiin sosiaalisessa mediassa lisäämällä muun muassa aikomuksia rekrytointi-ilmoituksen jakamiseen. Keskeiset haasteet liittyvät mainonnan negatiivisiin vaikutuksiin ja negatiiviseen word-of-mouth-ilmiöön. Tämä väitöskirjatyö kontribuoi mainonnan kirjallisuuteen kehittämällä uuden tutkimusnäkökulman huumoriin rekrytointimainonnassa ja laajentamalla huumorimainonnan tutkimusta empiirisesti rekrytointimainontaan Internetissä
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Kolesnyk, B. "Native advertising as a coming type of Internet marketing." Thesis, Київський національний університет технологій та дизайну, 2018. https://er.knutd.edu.ua/handle/123456789/10697.
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Kwok, Wai-pun. "Business opportunities in internet /." Hong Kong : University of Hong Kong, 1996. http://sunzi.lib.hku.hk/hkuto/record.jsp?B17957837.
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Cho, Chang-hoan. "How advertising works on the WWW : copytesting and audience processing /." Digital version accessible at:, 1999. http://wwwlib.umi.com/cr/utexas/fullcit?p9947200.
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Malicki, Pawel Jr, and Cecile Jr Bousquie. "Internet advertising of banks in Sweden during the present financial crisis." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-2511.
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The purpose of this study is to provide the view on the online advertising’s characteristics during the present financial crisis in Sweden. To achieve the purpose, multiple case study of four main Swedish banks is used with the predominance of descriptive method. The main finding of this study is close interaction between the advertising character and market trends impact. This main observation has a great impact on the character of the analysis and affects almost every functional aspect of the advertising. Besides that, also five other main observations were made. Following them, it is especially worth to mention that advertising can be a source of competitiveness, a way of differentiation or a way of conditioning customer. From all the study findings, clear image of ads typical features, functions and roles in the banks’ prosperity arises.
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Arsenovic, Jasenko, and Kristian Gjurovski. "Creativity in the digital world of Advertising. : A study within the Swedish advertising agencies." Thesis, Linnéuniversitetet, Ekonomihögskolan, ELNU, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-20237.
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AbstractMaster thesis in marketing at the Linnaeus University School of Businessand Economics in Växjö, spring 2012. Authors: Kristian Gjurovski & Jasenko Arsenovic Examinator & Tutor: Mosad Zineldin Title: Creativity in the digital world of Advertising - A study within the Swedishadvertising agencies. Purpose: The purpose of this paper will be to examine how the Internet and itspossibilities has affected the creativity in teams for creating advertising andalso to find which are the most vital qualities for the organisation to possesswithin to be able to succeed in the creative work. Research question: How has the creativity in Swedish advertising organisationschanged with the intrusion of Internet and what qualities are the most vital tosucceeding with creative advertising with the increased technologicaldevelopment in society through the Internet? Methodology: The research that has been conducted in this thesis iscategorized by an inductive reasoning. Information and data that was obtainedwas gained through semi-structured interviews and a survey. Hence, bothqualitative and quantitative research was performed. Conclusion: The culture in Sweden is defining the creativity and the hierarchicstructure in the organisations creates a need for structure. The core2competences should stay in the organisations as well as the weak competencesshould be outsourced. Suggestion for further research: A deeper insight into the componentscreating creativity could have been done, (individual creativity, group creativity,and organisational theory, with the aspect from the environment) would havegiven an interesting results. Also combining the creative concept in psychologywith creativity in computer science and find the correlation would probably havegiven interesting results.
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Chang, Yuhmiin. "The effects and the information-processing model of the TV-web synergy /." free to MU campus, to others for purchase, 2001. http://wwwlib.umi.com/cr/mo/fullcit?p3012958.
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Garland, Caroline Staub. "A comparative analysis of attitudes toward and responses to email and postal direct mail advertising." To access this resource online via ProQuest Dissertations and Theses @ UTEP, 2009. http://0-proquest.umi.com.lib.utep.edu/login?COPT=REJTPTU0YmImSU5UPTAmVkVSPTI=&clientId=2515.
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Sherrer, Mary T. "Determining Demand for Help-Wanted Advertising." Thesis, Virginia Tech, 2002. http://hdl.handle.net/10919/9703.
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The purpose of this thesis is to investigate how the price of advertising space affects the demand for help-wanted advertising. To do so, this thesis develops and estimates an econometric model to explain and predict the demand for help-wanted advertising placed in a newspaper. For the most part, economic theory and the literature suggest that basic economic and demographic factors explain the demand for help-wanted advertising. The literature and empirical studies confirm an inverse relationship exists between unemployment rates and help-wanted advertising. This thesis confirms these findings using firm specific data for a major metropolitan newspaper. Surprisingly few other studies explore whether the price for advertising is also an important determinant of demand. My model includes both unemployment data and average price of help-wanted ads and finds that price is an important determinant for the demand for help-wanted advertising. Closer scrutiny of these relationships should remove some of the uncertainty associated with what now appears to be a volatile demand.Master of Arts
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Lu, Yan, and 卢燕. "The impacts of trust-based factors on the effectiveness of search engine advertising." Thesis, The University of Hong Kong (Pokfulam, Hong Kong), 2010. http://hub.hku.hk/bib/B4475159X.
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Tsang, Hing Yiu. "The structure and pressure tactics of internet charity organizations' advertisements." HKBU Institutional Repository, 2007. http://repository.hkbu.edu.hk/etd_ra/849.
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Sabbatani, Sara. "Advertising in internet e comportamenti degli user: fra aspetti teorici ed evidenze empiriche." Bachelor's thesis, Alma Mater Studiorum - Università di Bologna, 2014. http://amslaurea.unibo.it/6660/.
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Tesi con lo scopo di analizzare il comportamento degli utenti in relazione all’Advertising Online e di costruire un modello che ne approssimi il funzionamento, identificando i fattori che ne influenzano l’efficacia.
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Brandt, Jane E. Sutter Kennedy George. "Searching for satisfaction how 20something women use media to get news and advertising information /." Diss., Columbia, Mo. : University of Missouri--Columbia, 2009. http://hdl.handle.net/10355/6580.
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The entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file. Title from PDF of title page (University of Missouri--Columbia, viewed on October 20, 2009). Thesis advisor: Professor Emeritus George Kennedy. Includes bibliographical references.
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Yan, Xing Yu. "Advertising avoidance on video website :Studying stimulus manipulation and gender effects." Thesis, University of Macau, 2018. http://umaclib3.umac.mo/record=b3952589.
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Malicki, Pawel, and Cecile Bousquie. "Internet advertising of banks in Sweden during the present financial crisis." Thesis, Halmstad University, School of Business and Engineering (SET), 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4213.
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The purpose of this study is to provide the view on the online advertising’s characteristics during the present financial crisis in Sweden. To achieve the purpose, multiple case study of four main Swedish banks is used with the predominance of descriptive method. The main finding of this study is close interaction between the advertising character and market trends impact. This main observation has a great impact on the character of the analysis and affects almost every functional aspect of the advertising. Besides that, also five other main observations were made. Following them, it is especially worth to mention that advertising can be a source of competitiveness, a way of differentiation or a way of conditioning customer. From all the study findings, clear image of ads typical features, functions and roles in the banks’ prosperity arises.
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Chen, Yi-ling, and 陳依齡. "A Study of Advertising Effect on Banner Advertising of the Internet Users to Internet Advertisings." Thesis, 2011. http://ndltd.ncl.edu.tw/handle/39360656587637243232.
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碩士南華大學
企業管理系管理科學碩博士班
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In recent years, due to the fast development of Internet, people have used it as a major approach to retrieve daily information. Therefore, it is granted that Internet advertisings become an important method for business advertisers to advertise their products/services. However, different information presentation, advertising appeal, Internet using experience, and advertising attitude of Internet users can cause different browsing behavior on banner advertising and influence advertising effect and purchase behavior. The study is to investigate the construction of model and analysis to the information presentation, advertising appeal, Internet using experience, advertising attitude and advertising effect of banner advertising. Use SEM to discuss the relationship each variables, find the optimal model, and give suggestions to advertisers when making advertising decisions. The research subjects are persons who have been using Internet. Totally, 550 copies of questionnaires are dispatched and 436 copies are valid. The results of the study are (1)Banner advertising has a significant positive effect on information presentation. (2)Banner advertising has a significant positive effect on advertising effect. (3)Internet using experience has a significant positive effect on advertising attitude. (4)Internet using experience has a significant negative effect on advertising effect. (5)Advertising appeal has a significant positive effect on advertising attitude. (6)Advertising appeal has a significant positive effect on advertising effect. (7)Information presentation has a significant positive effect on advertising effect. (8)Advertising attitude has a significant positive effect on advertising effect.
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"Effectiveness of internet advertising." 2000. http://library.cuhk.edu.hk/record=b5890164.
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by Lui Sai Lung, Yau Wai Yip.Thesis (M.B.A.)--Chinese University of Hong Kong, 2000.
Includes bibliographical references (leaves 76-77).
Questionnaire in Chinese.
ABSTRACT --- p.ii
TABLE OF CONTENTS --- p.iii
LIST OF TABLES --- p.vi
Chapter
Chapter I --- INTRODUCTION --- p.1
Objective --- p.3
Chapter II --- SIGNIFICANCE OF STUDY --- p.4
Chapter III --- LITERATURE REVIEW --- p.6
What does internet advertising brings us? --- p.7
What makes the differences? --- p.8
What's the trend? --- p.8
is there something missed? --- p.9
how do we measure? --- p.11
Chapter IV --- METHODOLOGY --- p.14
Objective --- p.14
The Banner Arrangement --- p.15
Hypothesis --- p.16
Web Site Design --- p.19
Online Questionnaire --- p.22
Pilot test --- p.23
Sampling and invitation --- p.24
Limitations --- p.24
Chapter V --- FINDINGS AND ANALYSIS --- p.26
Demographics --- p.26
Perception of internet advertising --- p.28
Effectiveness of internet advertising --- p.30
Banner for Make Up Brands --- p.30
Banner for Existing Brands --- p.32
Ads Location and size --- p.32
Pop up windows --- p.33
Site traffic --- p.34
Distribution on Time spend --- p.35
Time spent and awareness --- p.37
Other factor on awareness --- p.38
Internet Age --- p.38
Weekly Internet Usage --- p.39
Online shopping experience --- p.39
Click through --- p.40
Chapter VI --- DISCUSSION AND IMPLICATIONS --- p.42
Consumer behavior process --- p.42
"Information Search, creating awareness" --- p.43
Perception --- p.44
Preference --- p.45
Charging method --- p.46
Who read the ads ？ --- p.48
Click through --- p.49
Chapter VII --- CONCLUSION --- p.51
APPENDIX A - WEB SITES DESIGN LAYOUT --- p.54
APPENDIX B THE AD BANNERS --- p.55
APPENDIX C PRINT OUT OF THE WEB SITES --- p.58
APPENDIX D THE QUESTIONNAIRE --- p.62
APPENDIX E OUTPUT SUMMARY OF ANOVA TEST ON AD AWARENESS OF MAKE UP BRAND --- p.64
APPENDIX F OUTPUT SUMMARY OF ANOVA TEST ON AD AWARENESS OF EXISTING BRAND ON WEB SITE 2 --- p.65
APPENDIX G T-TEST ON THE AD AWARENESS OF NEW BRAND ON POP UP WINDOWS VERSE BOTTOM OF THE WEB SITE 2 --- p.66
APPENDIX H T-TEST ON THE AD AWARENESS OF Q16 OF WEB SITE 1 AND 2 - LOCATED ON TOP VERSE POP UP WINDOW --- p.67
APPENDIX I DESCRIPTIVE STATISTICS OF TIME SPENT WEB SITES --- p.68
APPENDIX J DISTRIBUTION CHART OF TIME SPENT ON WEB SITE --- p.69
APPENDIX K AD AWARENESS VERSE TIME SPENT --- p.70
APPENDIX L OUTPUT SUMMARY FOR THE REGRESSION OF AVERAGE AWARENESS VERSE TIME SPENT --- p.72
APPENDIX M OUTPUT SUMMARY OF ANOVA TEST ON AWARENESS AMONG DIFFERENT INTERNET AGE --- p.73
APPENDIX N T-TEST OF AVERAGE AD AWARENESS AMONG PEOPLE WHO ONLINE ABOVE AND BELOW 8 HRS PER WEEK --- p.74
APPENDIX O T-TEST ON THE AVERAGE AWARENESS OF PEOPLE HAVE AND HAVE NOT TRIED ONLINE SHOPPING --- p.75
BIBLIOGRAPHY --- p.76
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Chalkidis, Georgios. "Alphabet inc - internet/advertising." Master's thesis, 2019. http://hdl.handle.net/10362/70656.
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Barosa, Duarte. "Facebook, inc.: internet/advertising." Master's thesis, 2017. http://hdl.handle.net/10362/25783.
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Van, Niekerk Dalene. "Advertising on the Internet." Thesis, 2014. http://hdl.handle.net/10210/9534.
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M.A. (Communication)The information age we find ourselves in require a different approach to advertising than the traditional advertising approach we are used to. Messages will no longer be placed in order to reach a mass audience, but to reach a very closely defined audience. Products and services will be customised to meet individual needs and the relationship with the consumer will be the key to success in a global economy. We are moving towards a many-to-many model of communication. The Internet should not be used as an advertising medium on its own, but as part of a total communications strategy. It should be used as an extention to traditional advertising mediums and as a way of supplying a niche audience with information relating to them specifically. A large variety of companies see the Internet as an essential part of their marketing strategies and there exists a number of ways in which one can advertise on the Internet. The nature of the Internet makes it ideal for building relationship consumers and supply them with otherwise unavailable information: In traditional advertising there exists a distinct difference in the way low and high involvement products are advertised. High involvement purchase decisions usually require large amounts of information while low involvement purchases are usually impulse or habitual buys. This has resulted in a distinct difference in methods of advertising used for high and low involvement products. The question arises as to whether the same is true for advertising on the Internet. This aspect are discussed in detail and the conclusion arrived at is that it is true to a certain extent. However, if advertising on the Internet is to become an essential media element to all campaigns, new principles will have to be drawn up in order to guide advertisers on how to use the Internet as an effective advertising medium.
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CHENG, CHIH-YUAN, and 鄭志遠. "Internet fashion apparel industry chooses internet advertising form and influence on advertising effectiveness." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/5w64y5.
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碩士正修科技大學
經營管理研究所
107
As the changed consumption pattern, promote the development of electronic commerce. The more intense competitive environment allows electronic commerce online advertising that attract the attention of customer and obtain orders. The study examines the impact of “ social media marketing”, “ search engine marketing”, and “ video marketing” on online fashion industry. Also the effect on pay-for advertising. First, we talk about the impact of social media marketing. This is the common one that people used on fashion marketing. With depth brand impression, create the word of mouth, and increase confident of customers, that pay-for advertising raises exposure rate, the traffic comes from website, and conversion rate. At the same time, compare social media platform with other website platform, social media platform has high accuracy to provide viewers needs or interests. However, even is commercial post from FACEBOOK, the largest platform in Taiwan, the affinity category has been decreasing year by year, which against the online users with no innovate and advertising budget. Next, we talk about search engine marketing. This is less popular on online marketing as the keyword optimization is slower. It would be difficult for small and medium business to improve website sorting but could create keywords to raise exposure opportunity follow as the trend. Electronic commerce prefer online shopping platform than pay-for keyword advertising for theirs repeat advertisement to purchase willing for sure. Last, video marketing. People all believed that this is the mainstream trend, and most commercial platforms continue to optimize for video interfaces. Video marketing is the effective way to promote acceptability for customers, also let them understand the details for products to raise purchase willing. Besides, video marketing is able to change brand from sales character to we media that creates their style and builds brand feature. On most social media platforms, video marketing gets more self-clickthrough rate and pay-for clickthrough rate than picture post. Live broadcast is popular marketing tools in recent years as its interactive, timeliness, self-clickthrough rate and exchange rate are better than other social media posts. However, parts of interviewers considered live broadcast would cost down the quality and affect price strategies. 5G internet would affect more on Video advertising. With the limited finance and human resources in small and medium business, they intend to choose social media marketing and pay-for advertising, followed by video marketing. Last choice would be keyword optimization but never consider to use pay-for keywords advertising.
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Chang, Hsin-Yi, and 張心怡. "Analysis of False Internet Advertising." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/72574767014770510218.
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碩士淡江大學
國際貿易學系國際企業學碩士班
94
Because of the development of e-commerce, increasing Internet population, and growing revenues from internet advertisements, more and more advertisers chose to publish their advertisements on the internet; however, it is easy to have consumption disputes derived from the false advertising or inappropriate disclosure of important information under the goal of enhancing advertisement effect and seeking profits to compete with other enterprises within industry; therefore, many countries, including Taiwan, have regulations on the false internet advertising behaviors. For not violating laws, parties engaged in internet advertising, regardless of advertiser, advertisement media providers, advertisement agents, or internet service providers, have to understand relevant information and regulations of internet advertising clearly. The structure of this research is, Chapter 1 describes research motivation and purpose; furthermore, because comprehensive problems are involved in the publication of internet advertisement, the viewpoint of competition law is adopted for research and analysis, and explains the research framework and process. Chapter 2 arranges the commercial models of internet advertisement, and introduces the features and types of internet advertisement, advertisement websites and relevant parties, respectively. Chapter 3 further analyzes the patterns of false internet advertising, including traditional false internet advertising and the specific patters of internet advertising. Chapter 4 introduces regulations for the management of internet advertising in each country, and analyzes the regulations of traditional internet advertising and the application of laws to internet advertising in USA, Canada, Japan and Taiwan, respectively. Chapter 5 clarifies the responsibilities of relevant parties engaged in internet advertising, including the definition of advertiser, responsibility of internet service providers engaged in different business, and the civil liabilities of advertisement media providers and agents. Chapter 6 is the conclusion and suggestion. First is to conclude the research, and then provides suggestions to relevant parties of internet advertising as the reference for the decision in publishing internet advertisement.
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Lee, Yueh, and 李岳. "Research in Internet Advertising comprehension." Thesis, 2003. http://ndltd.ncl.edu.tw/handle/44067840948612043714.
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Yun, Jen-Wen, and 雲志文. "The Study of Internet Users' Attitudes toward Internet Advertising." Thesis, 2000. http://ndltd.ncl.edu.tw/handle/96716785006072744927.
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Lee, Shih Yang, and 李世揚. "A Model of Internet Advertising Trading Platform for Advertising Industry." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/mw3fd3.
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博士國立政治大學
資訊管理學系
106
This study adopts qualitative research methods and uses grounded theory to analyze the business model of the platform. Two cases of cChannel and Alimama were selected, and they were respectively subjected to the process of open coding, axial coding, and selective coding processes. The main axis of the two cases was obtained. Finally, the similarities of the two cases were analyzed and compared to establish a business model of the platform industry. The model was then applied to the design of the case company OMD’s advertisement platform. The grounded theory analysis exerts the subjective dynamic characteristics of the researchers' prior preferences in the research process, and emphasizes that the subjective biases of the researchers may restrict the depth of excarvating the phenomenon. Therefore, starting from practical problems, this study first identifies research issues through literature review, and then proceeds to field research on these issues and investigate related phenomena. The case company OMD saw the future trend and used a full range of transportation media advertisements to connect with various digital technology services so that the traffic field, brand advertisers, and target consumers are connected through the latest technology and media formats at the moment of seeing the advertisement. This study suggests that OMD investigates and surveys the Taiwan market, and through the research methods of this paper, they may find a matching platform that allows "suppliers," "dsitributors," and "consumers" to enjoy the platform benefit and create new business models.
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Gritckevich, Aleksandr. "Essays on Digital Advertising." Thesis, 2021. https://doi.org/10.7916/d8-k5bf-4g85.
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Digital advertising has seen dramatic growth over the last decade. Total digital ad spending in the US has increased 6 times between 2010 and 2020, from $26 billion to $152 billion(eMarketer). This impressive development has in turn sparked a huge stream of literature studying all the different aspects of advertising in the digital media. My dissertation contributes to this literature via two essays. In the first essay, I consider a very important topic of ad blocking, that in the recent years has become a significant threat to advertising supported content. With a specific focus on consumer and total welfare, I show the detrimental role of the adblockers’ current revenue model in decreasing content quality, consumer surplus and total welfare. In the second essay, I study demand learning in digital advertising markets, where firms learn over time how their advertising campaigns impact consumer demand by using their advertising campaign outcomes in earlier periods. By developing an analytic model, I demonstrate in several scenarios, such as monopoly and competition, that learning has an ambiguous effect on the key market parameters and, in particular, on the equilibrium advertising and quantities.
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Chien, Hsiu-Chuan, and 簡秀娟. "Users’ Attitudes toward the Internet Advertising." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/24372853702492762589.
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碩士國立交通大學
科技管理研究所
92
The number of global internet users is growing every year, so internet becomes the fourth major media from which human beings get information. Because it is difficult to evaluate internet advertising, advertisers have doubted of its effect for a long time. The object of this research is to find out the system which affect users’ attitudes toward the internet advertising. We hope to help advertisers use internet advertising effectively. We use factor analysis to find out the factors that affect users’ attitudes toward internet advertising, cluster analysis to find out the relationship between the factors and demographic variables, and discriminate analysis to form discriminate functions. We also take use of path analysis to form the causation of the factors, attitude and purchasing intention. Based on the results of internet advertising satisfaction survey, advertisers could choose the direction to improve internet advertising immediately. We find out the advertising utility plays an important role on affecting users’ attitudes. Almost twenty percent of users have positive attitudes toward internet advertising and could use the information from advertising as daily purchasing reference. About forty percent of users have negative attitudes toward internet advertising and take the information as garbage. In average, users have better satisfaction at web advertising than E-mail advertising. Finally, we find out the attitudes would affect mouse-click intention, and mouse-click intention would also obviously affect purchasing intention.
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Vrsecky, Jiri, and 范傑瑞. "Optimizing Performance of Internet Advertising Campaigns." Thesis, 2012. http://ndltd.ncl.edu.tw/handle/80691987047830246943.
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碩士國立中山大學
企業管理學系研究所
100
This paper closely examines Internet advertising techniques and tools which can be used to promote new product at the market. Goal of the thesis is to measure marketing campaign effectiveness and optimize advertising campaigns. Relevant KPIs were chosen to create evaluation matrices, identify successful advertising channels and create efficient internet marketing mix. Advertising activities described in the thesis helped Czech company to increase sales on the Internet. Practical part of the thesis describes process of introducing new product on the Czech market. In the initial stage several analyses were done to identify market conditions, competition and ideal consumer. Based on the results – market entry strategy and web development plan were created. Internet e-shop and other supportive web pages were developed with aim to sell products through Internet channel. Websites follows best practice for web presentation design, search engine optimization and web audience measurement. During the project history several marketing campaigns were launched and the results were monitored using Google Analytics software. Selected marketing activities were closely examined. Concepts of Search engine optimization, POEM media, and Pay Per Click (PPC) advertising were used as field experiments. Partial results of each field experiment as well as overall results of all marketing activities are summarized in the conclusion. The thesis presents a comprehensive overview of the marketing tools and channels at the Czech market. Paper also summarizes best practices for website development and content optimization for visitors and search engines. Comparison of advertising activities in different channels within three PPC advertising networks helps to define PPC advertising strategy for Czech market. Based on the findings - optimized Internet marketing mix was created with aim to increase marketing campaigns effectiveness. Suggestions for optimization of website’s content and recommendation for next marketing activities were summarized with aim to help company for future project development.
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Choi, Woohyun. "Essays on Advertising." Thesis, 2020. https://doi.org/10.7916/d8-kqk3-st91.
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According to eMarketer, the total advertising spend in US alone was estimated to be over $238 billion. Firms invest large amounts of money in advertising to promote and inform consumers about their products and services, as well as to persuade them to purchase. The broad theme of advertising has been examined from many different angles in the marketing literature, ranging from empirically measuring effects of TV ads on sales to analytically characterizing the key economic forces stemming from enhanced targetability in online advertising. The purpose of my dissertation is to study some of the key questions which remain unaddressed in the advertising literature. In the first essay, I examine firms' choices of advertising content in a competitive setting. I demonstrate that competitive forces sometimes induces firms to choose advertising content that shifts consumers' perception of product quality. While this strategy hurts firms in a monopoly setting, it increases their profits under competition because it may increase the utility of their offering in comparison with the competing offering. In the second essay, I investigate the optimal mechanism for selling online ads in a learning environment. Specifically, I show that when ad sellers, such as Google, design their ad auctions, it is optimal for them to favor new advertisers in the auction in order to expedite learning their ad performance. In the third essay, I study the impact of tracking consumers' Internet activities on the online advertising ecosystem in the presence of regulations that, motivated by privacy concerns, endow consumers with the choice to have their online activity be tracked or not. I find that when ad effectiveness is intermediate, fewer ads are shown to opt-in consumers, who can be tracked and have their funnel stages inferred by advertisers, than to opt-out consumers, who cannot be tracked. In this case, consumers trade-off the benefit of seeing fewer ads by opting-in to tracking (positive instrumental value of privacy) with the disutility they feel from giving up their privacy (intrinsic cost of privacy). Overall, these findings shed light on novel strategic forces that provide guidance for marketers' advertising decisions in three distinct contexts.
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Mi, Ching-Yun, and 米慶雲. "Internet Advertising Effectiveness: A Study in Advertising Appeals and Media Type." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/28jk93.
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碩士淡江大學
資訊管理學系碩士在職專班
104
In recent years, finding ways to measure Internet advertising effectiveness has become an important research issue in Information Management. From the perspective of hierarchy-of-effects model, this study aims to explore relevance of the indicators of internet advertising effectiveness and to investigate whether different advertising appeals and media types may affect the advertising effectiveness. The authors asserts that scientifically determined quantitative indicators present in each stage and these indicators can measure the advertising effectiveness. Unlike previous studies, which employed qualitative methods to collect consumers’ psychological factors, this research analyzed real advertising data. The results indicate that some indicators of internet advertising effectiveness, including impressions, clicks, and cost are related, while earning-per-click is not related to impressions. Besides, the exposure effect of display advertising is significantly better than that of search advertising; the clicks and expenses of search advertising are significantly higher than those of display advertising; only search/promotion advertising can generate profits.
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McMahan, Carolynn Anne. "Gender and Internet advertising differences in the ways males and females engage with and perceive Internet advertising /." 2005. http://etd.utk.edu/2005/McMahanCarolynn.pdf.
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Li, Chia-ling, and 李佳玲. "Analysis of Product Characteristics, Advertising Types and Advertising Involvement in Internet Marketing." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/31331020316504847911.
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碩士文化大學
國際企業管理研究所
85
It''s very popualr talking about internet. And many enterprises say that use internet for marketing. But they aren''t concerned about that wouldthe products affect people attracting them more concerned about the homepageadvertisement or the picture and music would attract people to make them more involved, or will they affect consumers''emotion and cause the different involvement degrees. The results find that the advertisement types and product classification will affect involvement through emotion. But when we use product classification and advertisement types putting toghether, the research finds that the product classificaiton and advertisement types will affect involvement but they don''t affect consumers'' emotion. This research also finds that consumers'' experience about products and picture appeals will mostly affect emotion and involvement.
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Yoo, Chan Yun Stout Patricia A. "Preattentive processing of Web advertising." 2005. http://repositories.lib.utexas.edu/bitstream/handle/2152/1766/yooc66621.pdf.
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Yoo, Chan Yun. "Preattentive processing of Web advertising." Thesis, 2005. http://hdl.handle.net/2152/1766.
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Wang, Pei-Ling, and 王佩玲. "Internet advertising company in Taiwan to enhance advertising effectiveness affiliate''s competitive strategy analysis - to O Internet advertising company as an example." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/44979019372953320098.
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碩士淡江大學
國際企業學系碩士在職專班
101
In this study, in recent years, the popularity of Internet, mobile network advertising with the rise and development, so that enterprises began to notice the effectiveness of online advertising, but also makes online shopping and Internet community to flourish, more and more people select the purchase of goods via the network and search for information, consumers turn through parity and better prices on the web purchases. Therefore, how to use the Internet advertising company''s existing strengths, efforts to push through affiliate marketing and execution of advertising material in order to achieve the competitive strategies to enhance advertising effectiveness. This study is a specific network advertising company as a case study was to investigate the object, Internet advertising company to the case of advertising material promoting EU membership as a competitive strategy and execution to achieve their competitive strategy to enhance advertising effectiveness study. Using Lin and Pao (2004) proposed strategic management structure, summarized the formation of corporate competitive strategy important factors, in order to provide Internet advertising industry related reference. This is a case study approach by domestic and foreign literature, primary data and secondary data collection, conclusions are summarized as follows: 1.Under the corporate mission statement, comprehensive internal environment, external environment and the overall industry environment analysis assessment, summed O Internet advertising company formed an important competitive strategy considerations: In the internal environment surface is "precise and professional advertising system marketing "in the external industry environment as" high commission ad compartmentalization "in the overall environmental aspect as the" home economy so that consumption is more convenient. "Summarize the preceding three important factors, the formation of O Internet advertising company''s competitive strategy is "affiliate promotion and execution of advertising material" to accomplish the mission statement. 2.The case O Internet advertising company mission statement - "to become the highest interest rate in Taiwan is affiliate marketing platform" to assess their internal environment, external environment and the overall industry environment, summed up the O-suited to Internet advertising company affiliate promotion and implementation of advertising material for its competitive strategy to achieve their "enhance advertising effectiveness" strategies.