Got a tricky question? Receive an answer from students like you! Try us!

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

Only on StudentShare
Masters
Author : revatromp
Essay
Marketing
Pages 5 (1255 words)

Summary

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’…

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

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. ...
Download paper

Related Essays

The influence of advertising on consumer behaviour
Advertising is a way of communication by a company to individual or group of consumers. It is through this channel that the companies are able to attract consumers to their goods and services. In addition, advertising can manipulate the consumers buying behaviour hence increasing the company’s sale revenue (Vitez, Para 1, 2010). Therefore, it is evident that advertising is an enveloping way of marketing in society. The methods used by advertisers to advertise has changed but the function and aim of advertising has changed very little (Capozzi, Para 1, 2011). …
14 pages (3514 words)
Social Commerce and Consumer Motivations/Involvement - An UK fashion industry.
This paper focuses on the conceptual explanations of social commerce and consumer motivation, their relations and their effects on UK fashion industry. Social commerce: Social commerce and consumer motivation/ involvement comprise brand new marketing strategies. These new evolving market strategies are widely used by producers of all kinds of brands and products. Social commerce is the new emerging field of commerce and marketing. It is concerned with connecting buyers and sellers through social media such as online media. Purchase and sale of different products and services are performed…
19 pages (4769 words)
The Impact of Advertising on Consumer Behavior
278). This has resulted to high level of advertising as companies are trying to segment and position their products in the minds of the target customers. Currently, there are new methods of advertising such as use of audio media e.g. radio, print media e.g. magazines and newspaper, internet etc (Schultz et al., 1992, p. 15). Social media such as Facebook and YouTube are the most recent advertising channel. Nevertheless, advertising requires a high level of competence in order for the advert to have an impact on consumer behavior (Murray, 1973, p. 156). In order to impact on the consumption…
10 pages (2510 words)
Consumer Behavior: Influence of Music in Advertising
The same case applies to radio advertisement. Music in advertisement is selected in connection with the type of brand being advertised, for common application, or for price reflection. Music influences advertisement and customers’ culture in different ways. Music influences the manner in which customers likes and select the products advertised in the market. In the broader perspective, music influences the customers’ evaluation on the products advertised. It is therefore imperative for advertisers to select music that meets the intention of the advertisement (Gorn, 2002). Music is used to…
8 pages (2008 words)
Choose an aspect of consumer buying behaviour theory from the list below and carry out a critical investigation of how it can be
Cultures keep on changing, and marketers need to be aware of cultural changes. Core values are the values that are most pervasive in a society. They must be enduring, and with respect to marketing they must be consumer related so that marketers can use them to understand consumption (Luna and Gupta, 2001, P.50). Culture is manifested by society in different forms and includes heroes, rituals, symbols and cultural values. Values are integral in the expression of culture. This stems from the verity that values are collectively shared by most people in a certain society. One of the noteworthy…
8 pages (2008 words)
The Importance of Online Advertising to Hospitality and Tourism
This "The Importance of Online Advertising to Hospitality and Tourism" essay describes the benefits which the Internet brought into the sphere of hospitality's advertisement. The hospitality industry, like most industries, has been impacted by the tools that the internet provides for advertising. Online capacities for the hospitality industry do not only include advertising, but the potential for transactions making travel a more accessible experience. Advertising is highly competitive on the internet with someone always coming up with new ways to attract the attention of an audience that is…
An investigation into issues surrounding consumer online purchasing influenced by Facebook and Twitter
A primary research method was used and a survey instrument with 30 questions based on the Likert scale was used. This was administered to a research sample of 200 and the responses analysed using SPSS. Findings from the research indicate that fashion firms use a number of methods and tools for promotion. These include Facebook posts, online reviews, and posts about latest events, trends, celebrity wear, online galleries, discounts and promotion codes. In addition they use eWord of Mouth advertising, buzz marketing and viral marketing. Facebook has also introduced Facebook stores that are micro…
60 pages (15060 words)