StudentShare solutions
Triangle menu

Search-based Online Advertising - Thesis Example

Not dowloaded yet

Extract of sample
Search-based Online Advertising

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 ...Show more

Summary

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…
Author : chaag
Search-based Online Advertising essay example
Read Text Preview
Save Your Time for More Important Things
Let us write or edit the thesis on your topic
"Search-based Online Advertising"
with a personal 20% discount.
Grab the best paper

Related Essays

Latin America: Operational and Leadership Challenges
The researcher states the reason for the success of Twitter, Facebook and Orkut is the development of several factors in the region that are able to provide a conducive and facilitating environment for business and changes in the social and cultural fabric of the region that encourages increasing acceptance of social networking.
11 pages (2750 words) Thesis
Security issues in Online games
This paper analyses in detail the security, tries to compare the different kinds of threats to cyber security, the pole who pose a threat, how to identify them and how to solve the security issues that exists in online games. The different legal and technical methods to fight cyber criminals discusses in the article.
18 pages (4500 words) Thesis
Marketers and the child consumer
The study concludes the materialism and consumerism should not be promoted through advertisements directed at tweens. The appropriate marketing technique should contain relevant and important information about the product, its benefits and the potential adverse impact. Recommendations for further studies were made and limitations highlighted.
38 pages (9500 words) Thesis
Innovations in on-line payment systems for retail customers
65 pages (16250 words) Thesis
The impact of advertising on children and youth
With this aim, the thesis will critically evaluate the psychological as well as the physical impacts caused by advertising on the populaces (i.e. the children and youth) suggesting few remedial actions based on the identified benefits and risks associated with such media exposures.
25 pages (6250 words) Thesis
Honor based killings / self immolation and murder
............................................................. Date...................................... Abstract Self – immolation is one which is often underestimated, specifically when relating honor violence to the UK. Honor violence relates to violence, specifically with homes, which occurs as a result of cultural affiliations with justifying the violence.
35 pages (8750 words) Thesis
Corn-based Ethanol Production
The world is gravitating towards the accomplishments of the set goals for establishing a green world”. U.S President George W Bush has maintained the emphasis on corn-based ethanol production in the core of his energy policy.
17 pages (4250 words) Thesis
The Hero of American Fantasy: Rebel in Search of Cause
cteristics of the hero character, the heroic character and relation with other character prototypes , the values that The American Speculative fiction represent, and the American legendarium’s influence over other traditions. The literature review aims to explore the different
40 pages (10000 words) Thesis
The Impact of social Networking on Customer Loyalty
The objective of this thesis is to investigate the factors that influence customer loyalty through social networking on Facebook. In order to achieve that, the author has reviewed academic literature on the topic of customer loyalty, as well as on social networking and the ways in which Facebook is used as a marketing tool.
60 pages (15000 words) Thesis
Brain-Based Learning Theory Strategies for ADHD
This research study conducts a qualitative analysis using a phenomenological approach in the investigation and exploration of brain-based learning theory strategies for learners with ADHD. In this regard educators with
46 pages (11500 words) Thesis
Get a custom paper written
by a pro under your requirements!
Win a special DISCOUNT!
Put in your e-mail and click the button with your lucky finger
Your email
YOUR PRIZE:
Apply my DISCOUNT
Comments (0)
Rate this paper:
Thank you! Your comment has been sent and will be posted after moderation