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Search-based Online Advertising - Thesis Example

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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…
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Search-based Online Advertising
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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
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