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Dissertations / Theses on the topic 'Types of online advertising'

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Published: 4 June 2021

Last updated: 6 February 2022

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1

Waechter, Susanne Franziska. "Contextual advertising in online communication: An investigation of relationships between multiple content types on a webpage." AUT University, 2010. http://hdl.handle.net/10292/912.

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As part of the promotional mix, advertising plays a significant role in a company’s or organisation’s communication with its consumers and stakeholders. In order to inform consumers about their products or services, marketers apply a variety of advertising strategies. One particular strategy is “contextual advertising”, which refers to the strategic placement of advertisements in an editorial environment whose theme is relevant for the promoted product or service (Belch & Belch, 2009, p. 492). Also in advertising research, contextual advertising received a considerable amount of attention. Sch

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2

Al-Rubaiee, Seror, and Simon Lind. "Influencer advertising, sponsored, and non-sponsored: A study on how message types affect consumer purchase intention." Thesis, Blekinge Tekniska Högskola, Institutionen för industriell ekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:bth-19697.

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Background Social media influencer advertising is a fast-growing form of advertising. It has led to companies striking deals with influencers to benefit from the influencers’ big audiences of followers and social media users. Influencers promote the companies’ brands and/or products in exchange for a payment. Influencer advertising comes in two forms, sponsored and non-sponsored, factors that can have a significant effect on purchase intention when combined with different message types as pictures, text, and a combination of picture and text and trust. Objective This report's primary goal is t

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3

Uhrová, Pavlína. "Analýza a návrh elektronického obchodu firmy." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2013. http://www.nusl.cz/ntk/nusl-224194.

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This thesis is focused on promoting the company Winery Josef Uher through Internet market. This is especially the design of appropriate ways of selling products of analyzed company using the internet and several options of internet promotion thanks to which the Josef Uher Winery will atrract new customers. The thesis contains theoretical knowledge of solved problems, further analysis focused on exploring the external and internal environment of the company, e-commerce and questionnaire investigation. The main part of this work depicts some ideas which should help the companies to attract new c

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4

Pettersson, Jimmie. "Contextual Advertising Online." Thesis, Linköping University, Department of Computer and Information Science, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-15878.

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<p>The internet advertising market is growing much faster than any other advertising vertical. The technology for serving advertising online goes more and more towards automated processes that analyze the page content and the user’s preferences and then matches the ads with these parameters.</p><p>The task at hand was to research and find methods that could be suitable for matching web documents to ads automatically, build a prototype system, make an evaluation and suggest areas for further development. The goals of the system was high throughput, accurate ad matching and fast response times.

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Liu, Handan, and Jin Ma. "Advertising management influence effctiveness of online advertising : A study of white-collar workers in online advertising context." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4868.

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<p>Online advertising which is a new form of communication provides interactivity between advertisers and consumers.</p><p>This dissertation is focusing on how advertising management influence the effectiveness of online advertising.The theoretical framework of this study mainly contains the advertising management and effectiveness of effects model.These two models are combined together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings. The quatitative research strategy is appliedd

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Estrada, Jiménez José Antonio. "Privacy in online advertising platforms." Doctoral thesis, Universitat Politècnica de Catalunya, 2020. http://hdl.handle.net/10803/669772.

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Online advertising is consistently considered as the pillar of the "free• content on the Web since it is commonly the funding source of websites. Furthermore, the option of delivering personalizad ads has tumed advertising into a really valuable service for users, who receive ads tailored to their interests. Given its success in getting paying customers, online advertising is fueling a billionaire business. The current advertising model builds upon an intricate infrastructure whose main aim is to deliver personalized ads. For this purpose, a wealth of user data is collected, aggregated, proces

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7

Chen, B. "Financial methods for online advertising." Thesis, University College London (University of London), 2015. http://discovery.ucl.ac.uk/1461143/.

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Online advertising, a form of advertising that reaches consumers through the World Wide Web, has become a multi-billion dollar industry. Using the state of the art computing technologies, online auctions have become an important sales mechanism for automating transactions in online advertising markets, where advertisement (shortly ad) inventories, such as impressions or clicks, are able to be auctioned off in milliseconds after they are generated by online users. However, with providing non-guaranteed deliveries, the current auction mechanisms have a number of limitations including: the uncert

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8

Green, Katherine Elizabeth. "What makes different types of advertising effective?" Thesis, University of Newcastle Upon Tyne, 2008. http://hdl.handle.net/10443/160.

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Experimental procedures were designed to investigate the effectiveness of different types of Fast Moving Consumer Goods (FMCG) print advertising. Following a series of pilot studies in which the methodology was tested, sets of adverts provided by the sponsor were assessed in 3 separate conditions, each with a different group of 50 subjects. Participants were female, aged between 25 and 50, and mainly responsible for their household shopping, representing the 'housewife'demographic Lever Faberge targets with FMCG advertising. In condition 1 the subjects were exposed to a set of 32 Poster advert

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9

Cox, Shirley A. "Online social network member attitude toward online advertising formats /." Online version of thesis, 2010. http://hdl.handle.net/1850/11588.

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10

Tran, Minh-Dung. "Privacy Challenges in Online Targeted Advertising." Thesis, Grenoble, 2014. http://www.theses.fr/2014GRENM053/document.

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L'auteur n'a pas fourni de résumé en français<br>In modern online advertising, advertisers tend to track Internet users' activities and use these tracking data to personalize ads. Even though this practice - known as extit{targeted advertising} - brings economic benefits to advertising companies, it raises serious concerns about potential abuses of users' sensitive data. While such privacy violations, if performed by trackers, are subject to be regulated by laws and audited by privacy watchdogs, the consequences of data leakage from these trackers to other entities are much more difficult to d

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11

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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12

Sara, Harmala Kaur. "Effects of cultural differences and product types on advertising effectiveness in Costa Rica and the U.S." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0005163.

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13

Hemphoom, Sunisa, and Karina Konrádi. "Reconnect with readers : Does native advertising affect customer’s attitude towards online advertising?" Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49261.

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Background - The thesis topic was selected because of the increased value of ads as a promotional tool and the growing avoidance arising from the exposure rate towards advertising. The principle of native advertising gives marketers a less intrusive pathway. Despite the increased trend and the benefits of using native advertising as a digital marketing tool, native advertising has been criticized for its approach. However, we hope to provide another insight into the positive side of native advertising. Purpose - We seek to help advertisers improve native advertising content based on individua

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14

Arkhipov, Dmitri I. "Computational Models for Scheduling in Online Advertising." Thesis, University of California, Irvine, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10168557.

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<p> Programmatic advertising is an actively developing industry and research area. Some of the research in this area concerns the development of optimal or approximately optimal contracts and policies between publishers, advertisers and intermediaries such as ad networks and ad exchanges. Both the development of contracts and the construction of policies governing their implementation are difficult challenges, and different models take different features of the problem into account. In programmatic advertising decisions are made in real time, and time is a scarce resource particularly for publ

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15

Quinn, Martin. "Three essays in economics of online advertising." Electronic Thesis or Diss., Paris, ENST, 2018. http://www.theses.fr/2018ENST0040.

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La thèse présente une analyse économique de trois nouveaux sujets liés à l’économie de la publicité en ligne. Elle utilise des méthodes empiriques et théoriques. Le chapitre 1 présente le contexte de la thèse ainsi que les principaux résultats développés dans les chapitres suivants. Dans le chapitre 2, la thèse montre à travers un modèle théorique comment la transparence dans les modes d’achats publicitaire modifie les équilibres du marché. Dans un contexte ou la publicité est considérée comme une nuisance par les utilisateurs, le chapitre montre que l’introduction de telles technologies qui r

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16

Yuan, S. "Supply side optimisation in online display advertising." Thesis, University College London (University of London), 2015. http://discovery.ucl.ac.uk/1463229/.

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On the Internet there are publishers (the supply side) who provide free contents (e.g., news) and services (e.g., email) to attract users. Publishers get paid by selling ad displaying opportunities (i.e., impressions) to advertisers. Advertisers then sell products to users who are converted by ads. Better supply side revenue allows more free content and services to be created, thus, benefiting the entire online advertising ecosystem. This thesis addresses several optimisation problems for the supply side. When a publisher creates an ad-supported website, he needs to decide the percentage of ad

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17

Bi, Chun. "The Cultural Characteristics in China's Official Online Tourism Advertisements." Thesis, Uppsala universitet, Medier och kommunikation, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-175873.

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Tourism advertising is an important approach in providing information about tourism destinations and in attracting potential customers, and in this process, particular cultural factors are usually conveyed. In this thesis, the main intention was to describe the cultural factors reflected in advertising and discover the role that Chinese cultural identity plays in China’s official Internet tourism advertisements to overseas markets using a theoretical framework of diverse cultural issues. The objects of this study are the official tourism advertisements from China National Tourist Office’s (CNT

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18

Unyawong, Pornkamon. "A comparative study of attractiveness types in advertisements of women's magazines between United States and Thailand." CSUSB ScholarWorks, 2006. https://scholarworks.lib.csusb.edu/etd-project/2979.

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The study determined how Thai and U.S. advertisements reflected women's attractiveness. Advertisements from the Thai and U.S. editions of Elle and Cosmopolitan magazines from January 2005 to January 2006 were analyzed using the content analysis method. The author created a code book with definitions of all categories to be used as guidelines for the analysis, an itemized code sheet, and training criteria. Two coders who were proficient in both Thai and English collected the data for the study. The Statistical Package for the Social Sciences (SPSS) was utilized as a tool to analyze the data gat

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19

Hild, Sebastian [Verfasser]. "Synergy in Multi-Channel Online Advertising / Sebastian Hild." Aachen : Shaker, 2010. http://d-nb.info/1084536455/34.

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Zadimoghaddam, Morteza. "Online allocation algorithms with applications in computational advertising." Thesis, Massachusetts Institute of Technology, 2014. http://hdl.handle.net/1721.1/87940.

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Thesis: Ph. D., Massachusetts Institute of Technology, Department of Electrical Engineering and Computer Science, 2014.<br>Cataloged from PDF version of thesis.<br>Includes bibliographical references (pages 99-107).<br>Over the last few decades, a wide variety of allocation markets emerged from the Internet and introduced interesting algorithmic challenges, e.g., ad auctions, online dating markets, matching skilled workers to jobs, etc. I focus on the use of allocation algorithms in computational advertising as it is the quintessential application of my research. I will also touch on the class

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ANDRAL, Mélanie, and Axelle LARROQUE. "The emojis consumer perception in the online advertising." Thesis, Högskolan i Halmstad, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-32022.

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Title: The emojis consumer perception in the online advertising Research question: How consumers perceive emojis in online advertisement? Supervisor: Venilton Reinert Course: Strategic Marketing with Independent Project Keywords: Emojis, brand image, digital marketing, perception, online advertisement Purpose: The purpose of the study is to analyse the consumer’s perception regarding brands using emojis in their online communication strategy. The purpose is also to understand the profit that could earn brands by using emojis and what they can add to the brand image. Methodology: Quantitative s

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Souza, Ana Clara, and Rexhinaldo Durro. "Digital marketing: Online advertising tricks and consumer irritation." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31317.

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The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effe

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23

Mak, On Tat. "Discourse analysis on an online advertisement on skincare." HKBU Institutional Repository, 2003. http://repository.hkbu.edu.hk/etd_ra/485.

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24

Liu, Shubo. "Advertising greenness in China : a critical discourse analysis of the corporate online advertising discourse." Thesis, University of Edinburgh, 2015. http://hdl.handle.net/1842/11738.

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A growing number of companies, both multinationals and local firms, have begun to adopt the idea of sustainability development, and develop and market their green products/services with green advertising in developing countries. However, in the context of China where the idea of commercial environmentalism or green consumption is emerging and transported from the West, it is not clear that how the green consumption is advocated and how consumption practices are connected to environmental protection, and how the meaning of green consumption is constructed by firms operating in China. This study

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Palma, Katalina, and Katrin Waalkens. "Native Advertising - A New Era of Online Advertising? : A qualitative study exploring consumers' attitudes." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-54660.

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Purpose – The purpose of this study is to explore consumers’ attitudes towards native advertising and its perceived value. Design/methodology/approach – This research has a qualitative and exploratory nature. Forthe empirical material, primary data is collected through conducting in-depth semi-structured interviews. Findings – Consumers’ persuasion knowledge in relation to native advertising is found to be low. The advertising value of native advertising is positive since the consumers considered it to be entertaining, informative and credible. Furthermore, it was not considered as irritating

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26

Renick, Katherine. "A typology of online scholarships." Diss., Columbia, Mo. : University of Missouri-Columbia, 2008. http://hdl.handle.net/10355/6067.

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Thesis (M.A.)--University of Missouri-Columbia, 2008.<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 September 12, 2008) Includes bibliographical references.

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Suehiro, Marissa. "The Efficacy Of Online Advertising Modalities: A Prescriptive Model." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/1065.

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With the surge of technological advancements in the 21st century, online advertising and marketing has transformed into a multi billion-dollar industry. Nowadays, it is very likely that a company’s success is dependent on the effectiveness of its online marketing strategy. When developing an advertising plan, companies must decide what their unique advertising needs are and use appropriate advertising formats that are most effective in achieving them. Unfortunately, companies often have very little guidance about how to choose modalities for specific advertising goals. The purpose of this pape

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Abdulrahman, Abubakar, and Citra Hussien. "The Role Of Online Video Advertising In Brand Awareness." Thesis, Karlstads universitet, Handelshögskolan (from 2013), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-75032.

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The purpose is to examine the role of online video advertising in brand awareness. In order to provide marketers information regarding the impact online video advertising has on its customers, as online video advertising is increasing in relevance in terms of creating brand awareness.

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Zhang, Kunpeng, Siddhartha Bhattacharyya, and Sudha Ram. "LARGE-SCALE NETWORK ANALYSIS FOR ONLINE SOCIAL BRAND ADVERTISING." SOC INFORM MANAGE-MIS RES CENT, 2016. http://hdl.handle.net/10150/623353.

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This paper proposes an audience selection framework for online brand advertising based on user activities on social media platforms. It is one of the first studies to our knowledge that develops and analyzes implicit brand-brand networks for online brand advertising. This paper makes several contributions. We first extract and analyze implicit weighted brand-brand networks, representing interactions among users and brands, from a large dataset. We examine network properties and community structures and propose a framework combining text and network analyses to find target audiences. As a part

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Friedner, Albin, and Alexander Nikalayeu. "Beacons for online advertising : An approach using a plugin." Thesis, KTH, Skolan för informations- och kommunikationsteknik (ICT), 2017. http://urn.kb.se/resolve?urn=urn:nbn:se:kth:diva-210637.

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Beacons are small devices that can broadcast messages using Bluetooth and other communication technologies using low power consumption. Beacons technology started to emerge lately and many companies has started to see opportunities. One usage of beacons is improving online advertising by using localized information. The most common way to consume beacons today, is by using a native application. This solution is viable in many cases, but not for online advertising. The reason for this is that users do not want to download a native application only for advertising. In this study, solutions for o

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Dahlgren, Sanne, and Beatrice Tabell. "Personalized Advertising Online and its Difficulties with Customer Privacy." Thesis, Karlstads universitet, 2018. http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-66218.

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Purpose: The aim of this paper is to explain and to create an understanding if personalized advertising online creates value for customers. Design/methodology/approach: A qualitative study through 14 semi-structured interviews. Findings: The study found personalized advertising to be seen as value co-creation in some cases, but because privacy concerns exist and affect the perception of advertising, it can in many cases lead to value co-destruction instead. It is thus a consideration between privacy concerns and the perceived value of the personalized advertising that decides if the offering

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Odina, Amanda, and Zoi Koutelida. "Gen Y and Gen Z’s Instagram Advertising Preferences : Qualitative Analysis Focusing on the Types of Advertising on Instagram." Thesis, Tekniska Högskolan, Jönköping University, JTH, Datateknik och informatik, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-48018.

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Purpose — As social media develops, becoming a more relevant part of society, it is more necessary to understand it, more so when considering social informatics. Exclusively considering the types of advertising available on Instagram, the purpose of this study is to determine the preference of Generation Y and Z, and analyse what motivates their preference when interacting with Instagram advertisements. Method — The study relies on qualitative responses. Therefore, appropriate methods to achieve this data are interviews and surveys. Additionally, survey data can be more easily collected in o

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Micu, Anca Cristina. "Testing for a synergistic effect between online publicity and advertising in an integrated marketing communications context." Diss., Columbia, Mo. : University of Missouri-Columbia, 2005. http://hdl.handle.net/10355/4168.

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Thesis (Ph.D.)--University of Missouri-Columbia, 2005.<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 (January 25, 2007) Vita. Includes bibliographical references.

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Flanagan, Michael Anthony. "An investigation into the impact of online and mobile advertising on the South African advertising landscape." Thesis, Nelson Mandela Metropolitan University, 2011. http://hdl.handle.net/10948/d1008588.

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This study aimed to provide South African advertising professionals with insights into the current state of online and mobile advertising in South Africa, highlighting areas in which this sector of the industry can develop in order for professionals to perpetuate successful and innovative use of the mediums available to them and their clients. The study draws on literature from the fields of traditional advertising, digital advertising and new media. Research on the South African digital advertising climate is not as readily available as that of international studies based in the United States

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Ayerra, Raquel, Manuel Jimenez, and Asier Vega. "Integrated Marketing Communications in Advertising." Thesis, Halmstad University, School of Business and Engineering (SET), 2007. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-852.

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<p>This research is made with the aim of find out how Iberostar communicates its values through Offline and Online advertising campaigns and if those campaigns send the same message to the target audience</p>

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Leweling, Sascha [Verfasser], and Thorsten [Akademischer Betreuer] Wiesel. "Convincing online consumers to purchase : Empirical studies on online advertising, mobile advertising, user generated content and social shopping tools / Sascha Leweling ; Betreuer: Thorsten Wiesel." Münster : Readbox Unipress / Münster (Westf), 2018. http://d-nb.info/1165650843/34.

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Hadija, Zeljka. "Perceptions of advertising in online social networks : in-depth interviews /." Online version of thesis, 2008. http://hdl.handle.net/1850/5958.

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Wright, Gena. "Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns." Thesis, University of Canterbury. Marketing, 2015. http://hdl.handle.net/10092/10817.

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This thesis aims to increase understanding of what motivates consumer-to-consumer (C2C) sharing of co-creative advertising campaigns on social media platforms. Consumer use of the Internet has increased immensely, and affects organisations due to the growth of consumer-to-consumer interactions, such as word-of-mouth. Word-of-mouth is a powerful form of advertising because of consumer trust in their social media networks, therefore, it is crucial for organisations to increase C2C sharing as a form of advertising, and in particular, co-creative advertising campaigns. To achieve this aim, this

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Karlsson, Julia, and Cajsa Welander. "Native advertising : In different types of online-media platforms." Thesis, 2015. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-28469.

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HUONG, LAU NGOC, and 劉玉香. "The Influence of Online Advertising Types and User Attitudes on Online Advertising Performance: A Case Study of Youtube Websites in Vietnam and Taiwan." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/3qadb5.

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碩士<br>國立臺北教育大學<br>東南亞區域管理碩士學位學程<br>107<br>In the developing industrial era, advertising is an essential tool to continuously deliver information about products and services to consumers. The way of advertising has gradually changed from mainly based on television, newspapers and magazines to various online platforms and websites. Besides, one-way communication has changed to two-way communication. Simple texts and patterns have also changed to various advertising films. Different types of advertisements, presentation methods and advertising appeals will cause differences on consumers’ attitude

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Kingslin, Peter Leo Jeffrey, and 金止得. "The Effects of Online and Offline Brand Extension, Brand Type and Advertising Mode on Purchase Intention." Thesis, 2016. http://ndltd.ncl.edu.tw/handle/70316160109166341694.

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碩士<br>銘傳大學<br>企業管理學系<br>104<br>Brand extension is an inevitable, there is a growing interest among consumers all over the world regarding extension. The aim of this study is to examine on how brand extension, brand awareness, advertisement effects can affect purchase intensions. Moreover, Brand type may have moderating effects on brand extension; and also have moderating effects on brand awareness. Two widely known products were used, two countries were selected to analyze the difference between the markets and how consumer welcomes the extension. Asian countries India and Taiwan were tested a

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Jian, Zi-Ping, and 簡子萍. "The study of advertising effects on consumer by endorser and discount type-An example of online game industry." Thesis, 2010. http://ndltd.ncl.edu.tw/handle/50413848857455591668.

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碩士<br>中國文化大學<br>國際貿易學系碩士班<br>98<br>The former scholars usually focus on the research of the celebrities, the experts, the CEO, and the typical consumers, but only few of them would choose to discuss the top-ic of the animated spokes-character. Since online game is now a popular issue and play-ers grow in tremendous amount every year, the game companies always want to explore how to use promotion tactics to enhance the advertisement effect to attract consumers and consequently increase the sales volume of their products. Therefore, this research employs different endorser type and discount type

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Tseng, Shu li, and 曾姝俐. "THE IMPACT OF PROMOTION TYPE AND PROMOTION SITUATION ON PURCHASING INTENTION-TV/ONLINE SHOPPING AND ADVERTISING SPOKESPERSONS AS MODERATORS." Thesis, 2006. http://ndltd.ncl.edu.tw/handle/07449244465895653327.

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碩士<br>大同大學<br>事業經營學系(所)<br>94<br>TV shopping and online shopping has blossomed in Taiwan in recent years. Due to the convenience, price transparency, and product variety of TV shopping and Online shopping, consumers have become more interested in such virtual shopping channels. It has caused great changes in consumer’s purchasing platforms. Therefore, this research studies whether TV shopping and Online shopping would influence consumer’s purchasing intentions according to different promotion types and promotion situations. This study used a 2*3*2*2 between-subjects experiment design to examin

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Li, Man-Ning, and 李曼寧. "An Eye-Tracking Study of Product Type on Advertising Effects of Online Shopping: Moderating Roles of Framing of sales promotion and Contextualized Pictures." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/tbvckd.

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碩士<br>國立高雄應用科技大學<br>國際企業研究所<br>106<br>This study mainly uses eye tracker as experimental methods. The experiments were designed with 2(product type: utilitarian / hedonic) ×2(product picture: contextualized picture/context-independent picture) ×3(framing of slaes promotion: flash sale/ price promotion/ non-price promotion) including 12 situations.Then the analysis was obtained with 360 eye tracker data and questionnaire. The results show the following.(1)The type of product affects the advertising effectiveness through eye movement behavior;(2)In the eye movement behavior, hedonic products

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Park, So Hyeon. "Online video advertising 101." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-05-3233.

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Online streaming service sites such as YouTube and Hulu are popular these days. The fact that these websites utilize online video advertising as a revenue model led to a natural curiosity: Is online video advertising effective? Although this report does not give a conclusive answer due to lack of available data, it still covers enough topics to provide a comprehensive idea of what online video advertising is to those who are interested in the subject. As the title of this report states, its original purpose is to deliver an introductory guideline to internet video advertising.<br>text

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Luís, Mariana dos Santos. "Continente online : the sale of online advertising." Master's thesis, 2014. http://hdl.handle.net/10400.14/20521.

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Continente Online is one of the online grocery stores in Portugal. Founded in 2001, Continente’s Online store provides a convenience service to customers, offering more than 30,000 grocery and non-grocery products. Focus will be applied on this Portuguese case of E-commerce, with special attention being given to its monetization businesses, namely the sale of online advertising to third parties that was launched in 2010. This case study consists on a strategic reflection on the potentialities and challenges of this business. To do this, market research was conducted with the aim of understandi

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Lawson, Whitney Elizabeth. "Advertising networks and the state of online advertising." Thesis, 2010. http://hdl.handle.net/2152/ETD-UT-2010-05-1090.

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The current economic climate presents many challenges to advertisers. In 2009, advertising spending in the United States dropped 12.3 percent, forcing advertisers to focus on campaigns that prove a quick return on investment. As average time spent online continues to increases, so is the Internet’s contribution to society and the economy. Advertising budgets are being shifted online to reflect the growing importance of the Internet, and much of these budgets are being spent using advertising networks. These networks act as the intermediaries between advertisers and Web publishers and make onli

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Lin, Yu-Fang, and 林郁芳. "The effects of service types, advertising appeals and attributes on advertising effectiveness." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/84773815162313184129.

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碩士<br>國立臺灣大學<br>商學研究所<br>96<br>Because of the intangibility of services, it is diffcult for customers to realize the processes and the outcomes of services. Consumers also do not have objective and tangible standards to evaluate the content and the value of services, so consumers’perceived risk has been increasing. Advertising strategy is an important tool to slove the problems caused by intanginility of service. This thesis explores the potential effects of advertising appeals and attributes in print media on ad effectiveness (including attitude toward ad, attitude toward the brand and patron

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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<br>文化大學<br>國際企業管理研究所<br>85<br>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 classific

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Hua, Shen Pei, and 沈沛樺. "A Study of Effects of Negative Advertising Performance by Advertising Appeals and Types." Thesis, 2002. http://ndltd.ncl.edu.tw/handle/49627379998101764060.

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