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. ...Show more
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’…
Personally, uncontrolled buying can lead to serious life problems and consumer impoverishments. Generally, it could raise consumer prices and sustain the social problems of extreme poverty (LaRose & Eastin, 2002). Now that buying and selling have reached the Internet, has uncontrolled buying behavior become more intense?
Along with this increase comes the increase in internet shopping by consumers. This research examines the behaviors, motivations, and attitudes of this new form of consumer entity. Online consumer behavior has been studied for over 20 years and will undoubtedly be the source of many future researches as internet consumerism expands.
Sale leads which are made from main phrases and words searches are always the best qualified and also they have the highest buying probability. Regular search engine advertising is therefore fundamental in increasing a company’s chases of improving sales of products and services considering the importance of search engines to internet users.
The author writes about the advantages of online advertising and how the organizations can use it as an effective tool to increase the sales of the product on computer applications software to reach a global audience at very cost effective rates on the example. He/she describes it one the case of the company that sales textbooks.
In the past companies believed that the most important strategy is to win market share through product oriented mass-marketing; profitability and revenue would be generated; one hopes; by themselves through economies of scale. However in the 80's the increased competition in global markets and the declining turnovers of companies that relied solely on product oriented mass marketing prompted companies to consider how they could ensure business success in the long term by improving customer relationships and increase their orientation towards customer's needs.
The online consumer executes all the jobs of a customary consumer on a computer while cooperating with a system, i.e., a commercial Web site. She/he, consequently, also shows all the characteristics of a computer user. Second, the physical store has been transformed into a virtual store through information technology (IT).
All of the ads make claims that the car is the best compared to the rest. Range Rover claims it is the first in the field of equals. Lamborghini ad claims it is a raging bull. Bentley says it is the best of the breed. Aston Martin says
3 pages (750 words)Essay
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
Apply my DISCOUNT
Got a tricky question? Receive an answer from students like you!Try us!
Didn't find an essay?
Contact us via Live Chat, call us at +16312120006or send an email to firstname.lastname@example.org