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Dissertations / Theses on the topic 'Search Advertising'

Author: Grafiati

Published: 4 June 2021

Last updated: 14 February 2022

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1

Du, Ninghua. "Advertising and Consumer Search." Diss., Tucson, Arizona : University of Arizona, 2005. http://etd.library.arizona.edu/etd/GetFileServlet?file=file:///data1/pdf/etd/azu%5Fetd%5F1104%5F1%5Fm.pdf&type=application/pdf.

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Harriott, Kevin Kenton. "Advertising and consumer search in differentiated markets." Texas A&M University, 2005. http://hdl.handle.net/1969.1/2558.

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This dissertation, in its most general context, is an investigation into the modeling of markets with imperfectly informed agents. In such markets, there will invariably be incentives for informed agents to take advantage of information asymmetries by disseminating the relevant information to uninformed agents. Similarly, there will be incentives for uniformed agents to reduce the adverse effects of information asymmetries by acquiring the relevant information. The primary purpose of this dissertation is to demonstrate that the understanding of such markets can be greatly enhanced by explicit

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3

Aly, Mazen. "Automated Bid Adjustments in Search Engine Advertising." Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-210651.

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In digital advertising, major search engines allow advertisers to set bid adjustments on their ad campaigns in order to capture the valuation differences that are a function of query dimensions. In this thesis, a model that uses bid adjustments is developed in order to increase the number of conversions and decrease the cost per conversion. A statistical model is used to select campaigns and dimensions that need bid adjustments along with several techniques to determine their values since they can be between -90% and 900%. In addition, an evaluation procedure is developed that uses campaign hi

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Edizel, Necati Bora. "Word embeddings with applications to web search and advertising." Doctoral thesis, Universitat Pompeu Fabra, 2019. http://hdl.handle.net/10803/669622.

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Word embeddings are a building block of many practical applications across NLP and related disciplines. In this thesis, we present theoretical analysis and algorithms to learn word embeddings. Moreover, we present applications of word embeddings that concern Web Search and Advertising. We start by presenting theoretical insights for one the most popular algorithm to learn word embeddings \textit{word2vec}. We also model \textit{word2vec} in Reinforcement Learning framework and showed that it's an off-policy learner with a fixed behavior policy. Then we present an off-policy learning algor

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Zhou, Jidong. "Essays on industrial organization : reference dependence, prominence and search, and advertising." Thesis, University College London (University of London), 2008. http://discovery.ucl.ac.uk/14300/.

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This thesis consists of four essays on three topics in industrial organization with an emphasis on consumer behavior. Chapter 1: Introduction. This chapter is a non-technical summary of this thesis. Chapter 2: Reference Dependence and Market Competition. This chapter examines the implications of reference dependence with loss aversion in a competitive market where consumers consider products sequentially and regard the first product they have considered as the reference point. We find that consumer reference dependence can induce firms to randomize prices, to differentiate their advertising in

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Animesh, Animesh. "The impact of online sponsored search advertising on consumer and seller strategies." College Park, Md.: University of Maryland, 2007. http://hdl.handle.net/1903/7362.

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Thesis (Ph. D.) -- University of Maryland, College Park, 2007.<br>Thesis research directed by: Robert H. Smith School of Business. Dept. of Decision and Information Technologies . Title from t.p. of PDF. Includes bibliographical references. Published by UMI Dissertation Services, Ann Arbor, Mich. Also available in paper.

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Salomatin, Konstantin. "Large-scale hierarchical optimization for online advertising and wind farm planning." Research Showcase @ CMU, 2013. http://repository.cmu.edu/dissertations/337.

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This thesis develops a framework to investigate and design novel optimization methods for two important problems: computational advertising (particularly, sponsored search) and wind farm turbine-layout planning. Whereas very different in specifics, both problems share some common abstractions. The existing solution in sponsored search is based on a greedy pay-per-click auction and is suitable only for advertisers seeking a direct response. It does not apply to advertisers who target certain numbers of clicks in a predefined time period. To address this new challenge, we introduce a unified opt

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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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Abou, Nabout Nadia. "A Novel Approach for Bidding on Newly Set-Up Search Engine Advertising Campaigns." http://dx.doi.org/10.1108/EJM-08-2013-0424, 2015. http://dx.doi.org/10.1108/EJM-08-2013-0424.

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Advertisers setting up search engine advertising campaigns for the first time need to place bids on keywords, but typically lack experience and data to determine ranks that maximize a keyword's profit (generally referred to as a cold-start problem). This article aims at solving the problem of bidding on keywords in newly set-up search engine advertising campaigns. We suggest that advertisers collect data from the Google Keyword Planner to obtain precise estimates of the percentage increases in prices per click and clickthrough rates, which are needed to calculate optimal bids (exact approach)

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Nilsson, Rebecca, and Christa Alanko. "STREAMLINE THE SEARCH ENGINE MARKETING STRATEGY : Generational Driven Search Behavior on Google." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-70149.

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The expanded internet usage has resulted in an increased activity at web-based search engines. Companies are therefore devoting a large portion of their online marketing budget on Search Engine Marketing (abbreviated SEM) in order to reach potential online consumers searching for products. SEM comprises Search Engine Advertising (SEA) and Search Engine Optimization (SEO) which are two dissimilar marketing tools companies can invest in to reach the desired customer segments. It is therefore of great interest for companies in different product markets to have knowledge of which SEM strategy to u

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11

Dublish, Sandipa. "Advertising effects on brand search and preference: assessing the mediational role of Aad and Ab." FIU Digital Commons, 1997. http://digitalcommons.fiu.edu/etd/3093.

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Most advertising research has focussed at examining effects of advertising on attitudinal responses or brand preference and choice. However, in a natural environment, the time period between advertising exposure and purchase decision is filled with prepurchase search. Prepurchase external search refers to information search from sources other than memory, prior to making a purchase decision. Usually consumers access only a small subset of available information and base their choice decisions on it. Prepurchase search therefore acts as a filter and, the final choice depends critically on the sm

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Kritzinger, Wouter Thomas. "Development of a search engine marketing model using the application of a dual strategy." Thesis, Cape Peninsula University of Technology, 2017. http://hdl.handle.net/20.500.11838/2603.

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Thesis (DTech (Informatics))--Cape Peninsula University of Technology, 2017.<br>Any e-commerce venture using a website as main shop-front should invest in marketing their website. Previous empirical evidence shows that most Search Engine Marketing (SEM) spending (approximately 82%) is allocated to Pay Per Click (PPC) campaigns while only 12% was spent on Search Engine Optimisation (SEO). The remaining 6% of the total spending was allocated to other SEM strategies. No empirical work was found on how marketing expenses compare when used solely for either the one or the other of the two mai

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13

Jin, Yun. "Pre-purchase search vs. web surfing effects of internet motives and ad relevance on psychological processing of online ads /." Diss., Columbia, Mo. : University of Missouri-Columbia, 2006. http://hdl.handle.net/10355/5874.

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Thesis (M.A.)--University of Missouri-Columbia, 2006.<br>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 29, 2007) Includes bibliographical references.

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Gareau, Paul. "The impact of direct-to-consumer advertising of prescription medicine on the consumer's intention to perform external search." Thesis, National Library of Canada = Bibliothèque nationale du Canada, 2000. http://www.collectionscanada.ca/obj/s4/f2/dsk1/tape2/PQDD_0020/MQ55676.pdf.

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Aslay, Çiğdem. "From viral marketing to social advertising: ad allocation under social influence." Doctoral thesis, Universitat Pompeu Fabra, 2016. http://hdl.handle.net/10803/401679.

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This thesis constitutes one of the first investigations that lie at the intersection of social influence propagation, viral marketing, and social advertising. The objective of this thesis is to take the algorithmic aspects of viral marketing out of the lab, and further enhance these aspects to account for the real world social advertisement models, by drawing on the viral marketing literature to study social influence aware ad allocation for social advertising. To this end, we take a first step towards enabling social influence online analytics in support of viral marketing decision making, an

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Kalous, Martin. "Srovnání reklamních systémů a vybrání nejvhodnější varianty pro "Pension 48"." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124559.

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This work deals with internet advertising. Describes the basic characteristics of Internet marketing, survey errors that nascent entrepreneurs engage in formulating goals. Discusses the different types of advertising on the Internet usable in terms of functionality, payment options. It also offers an overview of advertising systems that provide these types of ads. In connection with advertising, the work deals with the problem of blocking. On show are the best known systems that block ads, but also ways to bypass such systems. The aim is to give people who want to invest money into advertising

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Šojdelová, Eva. "Návrh on-line komunikační strategie divadla Činoherní klub." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-162403.

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The theme of the diploma thesis is called "On-line Communications Strategy Plan for the Cinoherni klub theatre". The theoretical part of the thesis deals mainly with internet marketing and communications strategies in a business. A method called Search Engine Marketing (SEM) is described in details in this part. The thesis deals also with some possibilities of how to effectively use internet advertising to drive traffic to company's websites. In the practical part of the thesis a specific internet communications strategy for Cinoherni club theatre is designed. Free Google AdWords and Sklik PPC

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Yuan, Xingpu. "Internet as a push-and-pull advertising medium : assessing Internet users' beliefs about and attitudes toward pop-up advertisements and search-engine sponsored links /." Available to subscribers only, 2006. http://proquest.umi.com/pqdweb?did=1240698231&sid=11&Fmt=2&clientId=1509&RQT=309&VName=PQD.

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Fils, Ebba, Clara Harrison, and Mathilda Nilsson. "Swedes only hate queue jumpers they don't know : A description of brand attitudes on Google's SERPs." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-75866.

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Background: The Internet has developed the world of advertising by giving advertisers the possibility to track specific patterns among their consumers, which shows how consumers are clicking on online advertisements and what translates into sales for the brand. Lately, companies have actively starting to make use of search engines marketing (SEM). The paid advertising on search engines is one option to make a brand’s website visible to its consumers. The attitudes towards advertisements have previously been examined in traditional media and in other online settings, but the research in the con

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Tagami, Yukihiro. "Practical Web-scale Recommender Systems." Kyoto University, 2018. http://hdl.handle.net/2433/235110.

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21

Cornière, Alexandre de. "Trois essais sur l'économie de la publicité en ligne." Paris, EHESS, 2012. http://www.theses.fr/2012EHES0020.

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La thèse consiste en trois articles de recherche ayant pour objet commun l'industrie de la publicité en ligne. Dans le premier article (chapitre 2), j'étudie le mécanisme de ciblage par mot-clé caractéristique de la publicité sur des moteurs de recherche. Je montre qu'un tel mécanisme améliore l'efficacité du marché, et augmente l'intensité de la concurrence entre annonceurs, ce qui bénéficie aux consommateurs. Néanmoins le comportement stratégique des moteurs de recherche introduit des distorsions, qui peuvent être exacerbées par la concurrence entre moteurs de recherche. Dans le deuxième art

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22

Erksén, Fanny, and Matilda Thelin. "Användning av digitala marknadsföringskanaler : En kvalitativ fallstudie om hur sökmotorer integreras med digitala marknadsföringskanaler." Thesis, Södertörns högskola, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-43897.

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Syfte: Syftet med denna studie är att öka kunskapsområdet och förståelsen kring företagens användning av sökmotoroptimering och sökmotormarknadsföring, avseende integrering med andra digitala marknadsföringskanaler. Teoretisk referensram: De teorier som använts i denna studie är Push/Pull, The 4S Web Marketing Mix Model, Integrated Marketing Communication Mix och Digital Marketing Channel Decision Model. Metod: Denna studie utgår ifrån en kvalitativ forskningsstrategi där det empiriska underlaget har samlats in genom sju semistrukturerade telefonintervjuer. Slutsatser: Syftet med att använda s

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Pikartová, Ivana. "Analýza komunikačního mixu společnosti Memos Software s.r.o." Master's thesis, Vysoká škola ekonomická v Praze, 2007. http://www.nusl.cz/ntk/nusl-5278.

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The thesis is focused on the analysis of the communication mix of Memos Software s.r.o. company which develops the custom software. Before the main analysis the theoretical part takes place in which the traditional components of the communication mix are explained. After that the attention is oriented on the communication mix which is done through the internet. In the practical part the analyzed company is introduced and after that the contemporary status of its communication mix is being described. Based on the analysis in the end of this thesis the recommendations are given with the aim to r

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Falcão, João Carlos Maia. "Perceções e atitude acerca da publicidade nas redes sociais e nos motores de pesquisa : uma análise comparativa." Master's thesis, Instituto Superior de Economia e Gestão, 2016. http://hdl.handle.net/10400.5/12151.

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Mestrado em Marketing<br>O presente estudo pretende avaliar a influência de dois meios online - redes sociais e motores de pesquisa - nos determinantes da atitude acerca da publicidade na Internet. A literatura identifica cinco percepções - entretenimento, informação, irritação, credibilidade, interatividade - que determinam direta e indiretamente, através do valor percebido, a atitude acerca da publicidade online. Com aquele propósito, foi realizado um estudo descritivo transversal, com base num questionário online para uma amostra de 406 indivíduos. Os resultados demonstram que nas redes s

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Alfaro, Vásquez Máximo, Núñez Juan Pablo Coloma, and Villanueva Ronald Rengifo. "Uso de publicidad programatica para rentabilizar un diario deportivo digital." Master's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2004. http://hdl.handle.net/10757/655867.

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En las tres últimas décadas la llamada cultura .COM ha causado una revolución tan grande como la de la imprenta en su momento, revolución que potenció las comunicaciones y por ende la manera de comerciar y consumir. Con un crecimiento mundial continuo y orgánico ha logrado migrar la costumbre de los consumidores obligando a los medios de comunicación tradicionales a reinventarse o desaparecer. Nuestro país no es ajeno a este cambio registrando un aumento importante en los 15 últimos años y aunque todavía se considera la web como soporte del negocio original, la exposición de productos

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Alfaro, Vásquez Máximo, Villanueva Ronald Rengifo, and Núñez Juan Pablo Javier Coloma. "Uso de publicidad programatica para rentabilizar un diario deportivo digital." Master's thesis, Universidad Peruana de Ciencias Aplicadas (UPC), 2021. http://hdl.handle.net/10757/655867.

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En las tres últimas décadas la llamada cultura .COM ha causado una revolución tan grande como la de la imprenta en su momento, revolución que potenció las comunicaciones y por ende la manera de comerciar y consumir. Con un crecimiento mundial continuo y orgánico ha logrado migrar la costumbre de los consumidores obligando a los medios de comunicación tradicionales a reinventarse o desaparecer. Nuestro país no es ajeno a este cambio registrando un aumento importante en los 15 últimos años y aunque todavía se considera la web como soporte del negocio original, la exposición de productos

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Hesoun, Jan. "Inbound marketing." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-192814.

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The theme of the diploma thesis is the Inbound Marketing in the Internet environment. The dissertation is divided into three parts -- theoretical, practical and final. Inbound Marketing characteristic is outlined in the theoretical part along with detailed analysis of its components. The practical part includes the brief description of the computer and console games market in the Czech Republic; analysis of the online shop with computer and console games operated by GameLeader, s.r.o.; and the improvement suggestions for the current online presentation of considered company is presented. Final

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Zimák, Radek. "Podnikatelský záměr v oblasti českého internetu včetně realizace." Master's thesis, Vysoká škola ekonomická v Praze, 2010. http://www.nusl.cz/ntk/nusl-75989.

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This diploma work deals with specific business concept and with possibilities of a company promotion on the Internet. The theoretical segment contains a survey of the Internet business models and a synopsis of current individual forms of promotion used on the Internet. There are described advantages and disadvantages of banner advertising, contextual advertising, email marketing, search engine marketing (SEM), social networks and affiliate marketing. The final part of theoretical section of the thesis is dedicated to the possibilities of propagation efficiency measurements. Practical part of t

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Kadlec, Petr. "Využití internetu v marketingu firmy zaměřené na prodej automobilových doplňků." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2008. http://www.nusl.cz/ntk/nusl-221789.

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Internet trading had became common part of life to many people. Link to that walks also publicity that step by step moves from classical media to on-line formats. Aim of this thesis is chart possibilities of marketing and publicity on the internet and apply these pieces of knowledge practically on already running e-shop.

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Luhr, Erik, and Markus Herrmann. "Free on the Web! : The profitability of a radical price." Thesis, Uppsala University, Department of Business Studies, 2009. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-118326.

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<p>This thesis examines companies offering their services for free to Internet users, byemploying digital free business models. As a framework Chris Anderson’s classificationsof “free” business models are used. A sample of eleven companies that provide “free”services was selected and divided into four groups. These were search engine, socialnetworking/community, content based and others. Their profitability was then measuredin relation to their valuation with the help of P/E ratios within and among the groups. Aregression analysis was also conducted to compare profitability of either one of tw

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Bielko, Juneta. "Internetinės rinkodaros įtaka viešbučių verslui Lietuvoje." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2012. http://vddb.laba.lt/obj/LT-eLABa-0001:E.02~2012~D_20120703_132256-39354.

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Magistro baigiamajame darbe išanalizuota ir įvertinta Lietuvos viešbučiuose taikomų internetinės rinkodaros priemonių efektyvumas, iškeltos pagrindinės internetinės rinkodaros naudojimo problemos bei pateikti siūlymai, kaip šias problemas spręsti. Pirmoje darbo dalyje, remiantis įvairiais Lietuvos ir užsienio autoriais pateikiama internetinės rinkodaros samprata, teoriniu aspektu tiriamas internetinės rinkodaros turinys, tikslai, komunikacijos priemonės, sąsaja su socialiniais tinklais. Taip pat nagrinėjamos ir optimizavimo paieškos sistemoms bei ryšių su klientais valdymo sąvokos. Antroje dal

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Čierna, Katarína. "Využitie PPC marketingu v mobilných reklamných kampaniach (Optimalizácia mobilných kampaní v AVG Technologies)." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-196959.

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The thesis is focused on most recent trends in the mobile marketing industry, paid mobile advertising market structure, size and processes. The aim of the thesis is to define the possibilities of using mobile advertising in two basic segments mobile advertising in search and mobile display advertising. It provides performance results of the paid mobile advertising campaigns and their role in the corporate practice. The last part provides in-depth view about use of mobile advertising at the company AVG Technologies. It illustrates how the company increased the number of app installations and fa

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Gabriel, Vladislav. "Internet v marketingu." Master's thesis, Vysoká škola ekonomická v Praze, 2008. http://www.nusl.cz/ntk/nusl-16633.

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This project describes internet marketing and its components (search engine marketing, internet advertising, internet PR, e-mail marketing etc.). It also describes the possibilities of employing internet in marketing and depicts new ways of online communication. The expenses for internet advertising are constantly growing as well as the number of internet users. The number of universities is increasing and so is the competition. That's why it's vital that they should act as a part of the market and use marketing strategies. The objective of this project is to analyse and suggest communication

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Tien, Jillian Ching-Ching, and 田青青. "Trademark Study on Keyword Search Advertising." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/76xj23.

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碩士<br>東吳大學<br>法律學系<br>96<br>Expenses on internet advertising in Taiwan was 49.5 hundred million TWD in 2007, and some even predict that the market scale will be expanded to 35.4 billion USD globally. Online marketing has become the main practice; and search engine plays a very important part that people can not even ignore. Keyword search advertising is a form of online marketing practice whereby an advertisement is displayed on a search engine results page. The advertisement is triggered by the keyword used in the search. Many search engines sell trademarks as keywords as well, allowing compe

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Ting-XuanWang and 王廷軒. "Constructing Complex Search Task with Subtasks to Improve Web Search and Sponsored Search Advertising." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/53066832005057006861.

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博士<br>國立成功大學<br>資訊工程學系<br>103<br>Web users usually have a certain search goal before they submit a search query. However, many laypersons can’t transform their search goals into suitable queries. Thus, understanding original search goals behind a query is very important for search engines. In the past decade, many researches focus on classifying search goals behind a query into different search-goal categories, including informational, navigational, and transactional. In fact, there may be more than one search goal behind a certain query. In recent years, web users often rely on search engines

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Ye, Zhenghua 1970. "An exploratory study of search advertising in China." 2007. http://hdl.handle.net/2152/15918.

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This paper examines the effects of serial position, price promotion, user experience and brand familiarity on search advertising in China. Past research on traditional media has hypothesized that TV ads in prime time and print ads in cover pages received more audience's attention than other ads placed in nonprime time spots on TV or other ads placed in inside pages in print media. Recent study finds the "banner blindness" phenomenon in interactive advertising due to user expertness. Past research also indicates that price promotion and brand familiarity have positive effects on consumer behav

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Yang, Ya-ting, and 楊雅婷. "Internet search query, Advertising and the firm performance." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/e2wgu5.

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碩士<br>國立中山大學<br>財務管理學系研究所<br>102<br>This paper discusses the influence of internet search queries and advertising on firm performance, in order to explore whether there are differences when the states of market changes. The interaction between internet search queries and advertising are also considered in this paper. The results show that the increase of search volume index (SVI) and advertising would create a significant positive impact on corporate sales. During the sample period, the interaction between search volume index (SVI) and advertising is significant, and has the same results. In

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Tung, Yu-Cing, and 董羽晴. "Consumer’s Keyword Search Tips Advertising Value, Advertising Attitude and Behavior Attitude toward Purchase Intention." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/56719367425275946405.

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碩士<br>義守大學<br>企業管理學系<br>101<br>The liberation of the mass Communication, various types of advertising and marketing practices has become an integral part of the marketing plan of the organizational. However, keywords advertising and marketing because of the low cost, high efficiency, ease of implementation, become the communication between the organization and customer one of the effective marketing and sales. Keyword advertising and marketing combine with traditional advertising to the internet as a new communication tool, is no longer just advertise their products or ideas. Many enterprises

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Xu, Lizhen Ph D. "Economic analysis of search advertising : price competition, bidding incentive, consumer search, and information structure." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-08-3719.

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This dissertation performs economic analysis of search advertising from a comprehensive picture of the competition facing advertisers---by incorporating the price competition to endogenously investigate advertisers' bidding incentive, and taking into account consumers' online search and the unique information structure associated with the search advertising format. It consists of three essays based on game-theoretic modeling. The first essay studies the oligopolistic price competition among advertisers placed in different advertising positions, considering distinctive features of consumers’ on

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Economakis, Nectarios. "Examining the effects of traditional advertising on online search behavior." Thesis, 2009. http://spectrum.library.concordia.ca/976650/1/MR63184.pdf.

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Cross-channel advertising has grown tremendously in recent years as a means to better reach consumers. Television and the interne as well as other channels are used in conjunction to market products. This study attempts to determine the effects of television advertising and its impact on consumer search behavior. More specifically, how search behavior is affected by exposure to television advertising. Actual data over a period of 78 weeks from a large Canadian telecommunications company is employed. The analysis examines how advertising exposure and expenditure impacts search behavior for the

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Van, der Linde Etienne. "The impact of complimentary advertising strategies on sponsored search advertisement." Diss., 2012. http://hdl.handle.net/2263/24599.

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The aim of this research was to find relationships between complimentary advertising strategies and sponsored search advertisement (SSA) in order to formulate a model to maximise return on investment achieved from online sponsored search advertisements. The results obtained from statistical analyses of SSA campaign data showed that complimentary online and offline advertisement campaigns have various different correlations to impressions, click-through rates, number of pages visited, time spent visiting a website, bounce rate of visitors to the website, cost-per-click and number of new registr

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Kuo, Yi-Chu, and 郭懿筑. "A Study of Story-Form Advertising across Search-Experience Goods." Thesis, 2007. http://ndltd.ncl.edu.tw/handle/81569105148998326257.

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碩士<br>國立中興大學<br>科技管理研究所<br>95<br>Advertising has long been the most pervasive tool used in marketing communication. Storytelling which entertains, instructs, informs and persuades readers has the function coincides with the goal of advertising. Recently, there has been some research done based on story-form advertising but only few of them have done empirical studies to explore important elements in the story. Even though some of them have been empirically studied, little focuseson story elements which contribute to story quality. This study attempts to examine which elements are essential to

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Carriço, Mariana Dias. "Performance of online advertising : search, display and social media Ads." Master's thesis, 2016. http://hdl.handle.net/10400.14/20715.

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Digital advertising is becoming increasingly relevant. In particular, managers are gradually allocating the online budget to mobile and social media advertising. For that reason, it becomes essential to understand the performance of different ad types and the dynamics within each format and platform. The present study aims to compare different ad types – search, display and social media – whilst assessing the impact of different devices – mobile devices and computers – on online campaign performance. Moreover, it seeks to understand the factors that explain the performance within each a

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Lee, Se-jin Lee Wei-Na. "Information search and decision making in the election processes." 2004. http://wwwlib.umi.com/cr/utexas/fullcit?p3144555.

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Lee, Se-jin 1974. "Information search and decision making in the election processes." 2004. http://hdl.handle.net/2152/12785.

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Wang, Chieh-Jen, and 王界人. "Enhancing Effectiveness of Internet Search and Advertising with Web Log Mining." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/80065454851178615704.

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博士<br>國立臺灣大學<br>資訊工程學研究所<br>101<br>Web log mining has attracted considerable attention recently in many research fields, especially in Internet search and advertising. The valuable user experiences and knowledge mined from web log data improve either effectiveness or efficiency of Internet search and advertising. In this dissertation, we propose several models to mine valuable user experiences and knowledge from different types of web log data, and apply them to many potential applications, such as search results diversification, complex search task support, ad click and cost-per-click (CPC)

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Cai, Ting-Wel, and 蔡廷為. "Keyword Search Intent、Involvement and Information Search Behavior on Advertising Effect-from the perspective of Google Adwords." Thesis, 2014. http://ndltd.ncl.edu.tw/handle/nfkg47.

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碩士<br>樹德科技大學<br>經營管理研究所<br>102<br>Focus on marketing strategy digital age, most commonly used in the virtual environment than Internet advertising, according to Digital Marketing Franchise Association statistics, in 2013 the first half of Taiwan''s overall Internet advertising market reached 6.265 billion, according to Worldstream another survey, from the third quarter of 2010 to the second quarter of 2011 were within a year''s time, Google (Google) revenues of $ 33.3 billion, of which 97% are from the Google AdWords keyword advertising as the main source of income has beco

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Yi-TingChen and 陳意婷. "Up or Down? Click-Through Rate Prediction from Social Intention for Search Advertising." Thesis, 2013. http://ndltd.ncl.edu.tw/handle/11588292256295452019.

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碩士<br>國立成功大學<br>資訊工程學系碩博士班<br>101<br>Search advertising is a tripartite business between search engine, advertisers, and users (consumers). In the beginning, it is a mutually beneficial relation that search engines provide placements next to the original search results for advertisers on specific keywords. With the developed search engines, users often search for their interests or purchasing decision. Therefore timely presenting proper advertisements to users will encourage them to click on search ads. With the rapid growth of advertising, there is a bidding mechanism that advertisers need to

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Jao, Po-Ling, and 饒柏齡. "Exploring the Impact of Keyword Ad Position and Organic Search Ranking to Advertising Performance." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/73887366640577446918.

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碩士<br>元智大學<br>資訊管理學系<br>104<br>This study explores the impact of keyword advertising position and organic search ranking to ad performance. Keyword advertising and organic search ranking are two major approaches to search engine marketing. Google has been promoting that paid keyword advertising brings much more website clicks than the organic search ranking does. SMEs are concerned about achieving satisfactory marketing effectiveness by a mix of high organic search rankings and paid ads on Google or Yahoo/Bing. This study employs 2015 whole year Google AdWords advertising data from a large-siz

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Lopes, André Filipe Ferreira. "Paid Search Advertising como meio de desenvolvimento de Brand Awareness para a conversão de Leads." Master's thesis, 2021. http://hdl.handle.net/10400.26/36117.

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A inovação tecnológica trouxe mudanças teóricas na maneira como o marketing é aplicado, passando a haver um maior interesse das empresas pela prática de paid search advertising, devido à maior eficácia na entrega de uma mensagem. Simultaneamente, a concorrência cada vez mais acirrada em muitos dos sectores de serviços B2B, tem levado as organizações a procurar uma vantagem competitiva por meio da notoriedade da marca. Diante desses desafios, a SGS Academy enquanto departamento de formação profissional do grupo SGS, passou a procurar novas formas de comunicar digitalmente, de modo a promover um

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