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

Summarize "How to Select Search Keywords for Online Advertising Depending on Consumer Involvement: An Empirical Investigation"  Essay example
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Marketing
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How to select search keywords for online advertising depending on consumer involvement: An empirical investigation This essay summarizes and examines Kim, Park, Kwon, & Chang’s ‘How to select search keywords for online advertising depending on consumer involvement: An empirical investigation’…

Introduction

In terms of specific marketing elements, the key word search areas have seen a particular upsurge. The article discusses how the efficacy of Internet advertising is determined by examining return on investment (ROI). In these regard, a two part structure of brand awareness and click through rate. This is an important notion, as the research demonstrates that keyword advertising is significantly more successful than banner advertising when efficacy is measured through click through rate standards. The article then considers the essential elements advertisers must consider when constructing key word advertising. In these regards, the articulate states that the main considerations are, “(1) which keyword to select, (2) how much to bid for each keyword, (3) how to design the text ad and (4) how to design the landing page” (Kim, Park, Kwon, & Chang, pg. 1). The remainder of the article examines the relation of online search keywords and consumer involvement through a number of metric standards of measurement. In the overview section the article discusses the various metrics that are implemented in examining the efficacy of key word advertising. ...
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