Nobody downloaded yet

Search-based Online Advertising - Thesis Example

Comments (0) Cite this document
A substantial part of my literature review and methodology towards this thesis are devoted to the success and failure of search-based online advertising and the major determinants of it.(Kulviwat 2004:245-253).In this vein my research draws heavily from the literature based upon the consumer behaviour and how it has shaped and will shape IT based advertising in the future and now…
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER94.9% of users find it useful
Search-based Online Advertising
Read TextPreview

Extract of sample "Search-based Online Advertising"

Download file to see previous pages Search based advertising is a precursor to online purchase, and thus can make valuable information online. The rest of thesis aims to explore the market structure of search-based online advertising and economic aspects of it. Using economies of multi-sided platforms it will examine search-based advertising platforms.The thesis explores whether a single platform emerge in the end for search based online n the ranking of a company improve its quality.In this vein my thesis addresses the Division with in the online advertising industry pertaining to search advertising, display advertising, classified listing, internet e-mail based advertisement. The thesis will explore the effects of advertising on search result pages ,technology underneath search-based advertising ,keyword bidding system ,search-based platforms. Finally the thesis addresses the market structure of search-based advertising on Google, Yahoo, MSN, AOL, Ask through user surveys.
With in the discussion of economic factors affecting two-sided market structure there will an inclusion of determinants like the pricing of keywords ,role of indirect network effects ,size of smaller platforms , loop between the search and advertiser side and the role of aspects like CPC(cost per click) and CTR(Click through rate).Other matters include the effects of bid prices ,keyword ranking ,role of Latency .liquidity and "Sequential search" that creates a directional marketing (the directionality arises from the cognitive cost to a consumer of visiting sellers at the bottom of the list before visiting those at the top of the listing .
Essentially my main emphasis remains upon the paradox of how :
A) The internet can facilitate information search and
B) How it can it can at the same time cause hindrance due to information overload'
With the help of mixed methodological approach both qualitative and quantitative data is gathered to study the behavior of the online consumers towards the search based advertising attached with the product so that in the light of their behaviour an effective marketing strategy can be manipulated to successfully target them. The secondary analysis of data is conducted to get qualitative information about the concept of search based advertising and its importance and role in the online shopping. Moreover interviews are also conducted from the Internet Users belonging to different age groups so that their behaviours can be studied regarding the product value in online shopping. The data and information collected through these sources is calculated, analyzed, interpreted and discussed and finally the paper presents a way ahead for search based advertising.Only an in depth study of the online consumer behaviour can assure the success of a marketing project and in this regard there is need of such study that can clarify all the related issues and study the behaviours of the online buyers regarding search based online advertising.In this regard my research draws insights from people belonging to different age groups might have different views about search based advertising and takes into account their differences in perceptions.
Proposed Literature Review

The literature review will focus upon how the internet is emerging as a shopping destination and the role ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
(“Search-based Online Advertising Thesis Example | Topics and Well Written Essays - 1750 words”, n.d.)
Retrieved from
(Search-Based Online Advertising Thesis Example | Topics and Well Written Essays - 1750 Words)
“Search-Based Online Advertising Thesis Example | Topics and Well Written Essays - 1750 Words”, n.d.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Search-based Online Advertising

Summarize How to Select Search Keywords for Online Advertising Depending on Consumer Involvement: An Empirical Investigation

.... The concluding section also highlights the importance of reviews in terms of perceived product popularity as being the most important factor in effective keyword ad efficiency. Previous research had demonstrated that when high involvement consumers are given simple recommendation reviews purchase intention slightly increased until a number of moderate reviews emerge. One of the prominent aspects of review based information processing concerned the number of reviews. When there are a significant amount of reviews considered to be of substantial length to make decision-making processes, consumers check how many remaining reviews there are before deciding on the purchase. Finally, it was demonstrated that with budget...
5 Pages(1250 words)Essay

Search Engine Advertising

...? Advertisement Number: Lecturer: Question one Intermittent advertising should be applied in our advertising. This is because of the fact that we will have to satisfy the clients that we have before getting other clients. It is important that an e-commerce site satisfies the clients that they have before getting new ones. It is important to understand the needs of the new clients before getting new ones whose needs we are not aware. This way, we will be able to have high rating from the clients. Jupiter communications consumer survey data observes that 81 % of people who are regular internet users locate websites through the use of search engines. The article further...
4 Pages(1000 words)Essay

Role of Social Media in Online Travel Information Search important tool in online travel information search. Through these blogs, travellers are able to share and listen to the experiences of others. Patenting the accuracy of information nevertheless requires the tracking and managing of information, including the use of bad reviews to resolve problems and mitigating the impact of negative word of mouth. Such blogs and narratives are therefore effective word-of-mouth resources which impact on traveller and tourist decisions. Although some descriptive blogs may not capture other tactile elements of the destinations, they still are able to provide basic structures for travellers to base their decisions on. Patronage is often...
13 Pages(3250 words)Essay

The objectification of women in online advertising

...which places less emphasis on sex is required to ensure “better public health for American youth” (Pardun, 2013, p. 116) which is the main target of these advertisements. However, this end cannot be achieved if even ads meant to sell jeans display skinny models in panties whose breasts are magnified by photoshop techniques. It is suggested through creators of such ads to women that by getting their jeans, they too can have bodies “that any woman would want to see and touch” (Pardun, 2013, p. 116). Such is the ideology upon which modern online advertising is based. There are many hidden aspects of the issue of sexual objectification in online...
10 Pages(2500 words)Essay

Online advertising

...5.7% ESPN 10,128 5.6% 9,969 5.5% CBS Corporation 8,336 4.6% *Rankings based on video content sites; excludes video server networks. Online video includes both streaming and progressive download video. Online advertising "opens up new communication possibilities for personalized messages to be delivered to targeted individuals (Davis 2000, 113). It can help us "create a customized, common information technology platform for all your company's activities-resulting in unique, integrated systems that reinforce the strategic fit among your firm's many functions. Even better, competitors can't easily imitate these systems" (Michael E. Porter 2). That...
6 Pages(1500 words)Essay

Advertising Proposal for SONY Online Entertainment LLC

...Advertising Proposal for SONY Online Entertainment LLC I. Situation Analysis SOE SONY has definitely achieved an enviable reputation as a universally attractive company and brand name, but consumers generally associate this super-brand status with the long entrenched categories of SONY products such as video cameras, computers, VCD-DVD players and other audio-visual equipment created as SONY brand extensions. Little of this consumer success radiates on SONY Online Entertainment (SOE) as yet, probably because it was established fairly recently as the online gaming firm of the SONY Corp. of America. Notwithstanding its distinguished corporate lineage, SOE is a fledgling...
10 Pages(2500 words)Case Study

Search Language and Search Engines

... Search Language and Search Engines In Chapter 2, much insightful information was given as to properly conduct research. Research can be conducted using standard catalog form, or one can conduct research online. The Library of Congress can be accessed at the library or by access online. Each form provides the researcher with much needed information for almost any given topic. In order to further understand research language, it is important o understand what is meant by the catalogue of books available. Each book is properly cataloged by numbers and letters. These numbers and letters provide the researcher with information that will aid in research. The numbers and letters can lead to other similar books and locations throughout... the...
2 Pages(500 words)Essay

An online based photo gallery called

...a search engine to operate successfully. Legal issues will be addressed in the last section of this report. 2 Business Overview 2.1 Products and Services “” focuses on being an online based gallery for people who want to share their pictures with others. This also gives them a platform to sell them if they desire to do so. Individuals who want to share their pictures with other members only have to send them an e-mail based invite which will contain the link of the album available for them to view it. To focus on promoting the website, “” will only give access to the shared albums on registration. The registered members will be provided...
13 Pages(3250 words)Essay


... ONLINE BASED COMPANY ANALYSIS AND BENCHMARKING By: Introduction The telephone circuits, airwaves and computer cables are buzzing in this digital communication error. We are surrounded by digital information. There is no secret, a company has to adapt to this changing information technology and the advancement of the internet world. The rapidly expanding communication network puts pressure on existing computing operations and drive companies to develop more information-centric computing architectures (Clegg 1997, pg66). Additionally, the increase in the use of internet among the global population has seen a tremendous increase of individuals communicating and accessing information related to bride dresses. It is for this reason... that: Once...
10 Pages(2500 words)Essay

Online advertising

...about online advertising have an effect on ATOA and vary across cultures. The most prevalent belief factors were analyzed, which includes that of information, entertainment, economy, credibility, and value corruption. The objective of the research facilitated the use of surveys in achieving the desirable results. The survey involved 577 participants who have been internet users in both USA and Romania. The choice of the participants as well as the use of surveys was very appropriate in the study. This is because the research was focused on getting evidence that was based on consumer’s experience in advertising. The balance in gender for the participants was well done but...
4 Pages(1000 words)Essay
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Thesis on topic Search-based Online Advertising for FREE!

Contact Us