Browsing by Subject "Internet advertising"
Now showing 1 - 11 of 11
Results Per Page
Sort Options
Item A descriptive study of information content in internet viewbar advertising(Texas Tech University, 2002-05) Liao, Wei-KaiNot availableItem Advertising networks and the state of online advertising(2010-05) Lawson, Whitney Elizabeth; Williams, Jerome D., 1947-; Wilcox, Gary B.The current economic climate presents many challenges to advertisers. In 2009, advertising spending in the United States dropped 12.3 percent, forcing advertisers to focus on campaigns that prove a quick return on investment. As average time spent online continues to increases, so is the Internet’s contribution to society and the economy. Advertising budgets are being shifted online to reflect the growing importance of the Internet, and much of these budgets are being spent using advertising networks. These networks act as the intermediaries between advertisers and Web publishers and make online advertising accessible and affordable for small and large budgets alike. This paper explores the current state of Internet advertising with a close focus on advertising networks. The goal of this paper is to educate on the basics of online advertising and how to navigate the advertising network industry, so even an advertising novice can utilize their numerous benefits.Item Advertising on social networking website : lessons from Cyworld, a South Korea based online network(2007-08) Jang, Ji-Woon; Leckenby, John D.Empowered by technologies, more sophisticated and dynamic consumers has become the major force influencing communications. Accordingly, the Internet has been accepted as an innovative, new - although perhaps alternative -- media for over a decade now. Therefore, this paper focuses on weblog advertising, one of Internet advertising forms, as a marketing and communications tool to leverage the power of social networks to create innovative brand experiences. The case of Brand Minihompy, a new marketing medium on Cyworld, South Koreans' social networking website will be scrutinized to look at how marketers can create these experiences for their customers.Item An examination of banner advertisements on gender-based Web sites(Texas Tech University, 2001-05) Lertutai, OpalNot availableItem An examination of standardization on select multinational company homepages(Texas Tech University, 2000-05) Cheng, Kuei-WenCommunication with consumers across cultures and nations has become increasingly important in the field of advertising due to the rapid growth of the world economy, the increase of mergers and acquisitions, the new access to market expansion and the advance of new media technology. Increased globalization has led multinational companies to ponder whether to standardize or adapt their marketing and advertising strategies across countries. In particular, the emergence of the Internet has changed communication in today's world. Marketers have perceived the Internet as an important medium due to its global reach and provision of rapid information. A number of companies have successfully expanded their markets by establishing web sites on the Internet. This exploratory study is designed to examine the extent of standardization presented on multinational company (MNC) homepages.Item Consumer control and customization in online environments : an investigation into the psychology of consumer choice and its impact on media enjoyment, attitude, and behavioral intention(2008-12) Bright, Laura Frances, 1977-; Daugherty, Terry, 1971-In today’s marketplace, new technology innovations and the changing media environment offer endless opportunities to consumers: seemingly infinite amounts of information via the internet, an abundance of broadcast channels, and higher functionality and control through such technologies as online media aggregators and digital video recorders. These technological changes have redefined the media landscape and thus the role of advertising in new media consumption. As interactive media markets become increasingly segmented, it is vital for advertisers to examine effective techniques for communicating with consumers via such customized and controlled channels. The emergence of Web 2.0 technologies, among them media content aggregators such as Google Reader or NetNewsWire, has created a plethora of niche markets online, attracting more than 69 million users in 2006 and generating $450 million plus in advertising revenues in the same year (Verna, 2007). Designating this phenomenon as 'the control revolution,' Shapiro (1999) claims that technology has brought with it a reduction of institutional control resulting in an increase of individual control, both in terms of content selection and advertising exposure. This vast population of consumers represents a new wave of information seekers whose ability to process information in such environments must be examined further. The availability of highly customized information spaces allows consumers to tailor their exposure to specific media needs and desires (Liang et al., 2006). The tailoring of online media exposure has been made possible by web-based applications that aggregate content per the consumer’s specifications. This further allows media exposure to be more tailored or “consumer-centric” rather than “publisher-centric” (Morrissey, 2005). Using a 2 x 2 x 3 factorial design, the effect of customization on a consumer’s media enjoyment, ad attitude and behavioral intention was tested to determine if the perception of choice in media content makes a significant impact on user experiences. A total of 237 subjects participated in a lab based experiment, involving a pre-test survey, exposure to the stimulus and a post-test questionnaire. The results indicate that subjects do indeed perceive greater media enjoyment when exposed to a customized online environment as compared to a standard online environment. Additionally, subjects who were exposed to a customized media environment had greater behavioral intention for interacting with advertising. However, subjects who were exposed to advertising via a standard online environment had a more positive attitude toward advertising than those exposed to advertising through a customized environment. In sum, customized environments offer a greater since of media enjoyment for consumers within this sample, however the types of advertising used within these environments requires further investigation to determine what is optimal.Item Discrete negative emotions generated in an interactive advertisement: an exploration of control as a medium effect(2002) Villegas, Jorge; Stout, Patricia A.Some researchers believe that affective experiences on interactive media are different than in traditional media or in real life. This study ‘s objective is to explain emotion elicitation in interactive media by applying appraisal theories. One of the main contributions of appraisal theories to the study of emotions is their capacity to forecast which discrete emotion will be elicited by an event. The prediction of emotion elicitation is based on a relatively small number of appraisal dimensions that an individual makes about an event. Two dimensions from appraisal theories (control, who controls the event, and agency, who caused the event) were extracted for this study to explore how combinations of control and agency generate discrete emotions during an interaction with an ad that results in a negative outcome. The expected emotions to be found in the study were regret (low control/self), guilt (high control /self), dislike (low control/other), and anger (high control/other). Appraisal theory assumes that every discrete emotion has different effects on motivation, attitudes and behavior. In this study, the distinct nature of the relationship between emotion and these constructs were hypothesized for each emotion. The hypotheses were tested in a 2 (high/low control) x 2 (self/other agency) x 2 (high/low involvement) factorial design. The results indicate that the experimental combination of control, operationalized as control of the information flow of an interactive ad, and agency, operationalized as who caused the selection of the interactive ad, elicited higher levels of dislike and regret in the expected conditions. Anger and guilt were not statistically different across the conditions of the study. The effects of the discrete emotions described by structural equation modeling were, as expected, diverse. In the structural equation model developed for guilt, this emotion linked significantly and positively with attitudes toward the ad exclusively in the low involvement condition. The dislike model indicated a significant and negative relationship between this emotion and cognitions and attitudes toward the ad. The model for anger suggested that this emotion had a significant and negative relationship with cognitions about the ad. Finally, regret had no effect on the model’s attitudinal, cognitive or behavioral measures.Item Essays on auction mechanisms and resource allocation in keyword advertising(2008-08) Chen, Jianqing, 1977-; Whinston, Andrew B.Advances in information technology have created radically new business models, most notably the integration of advertising with keyword-based targeting, or "keyword advertising." Keyword advertising has two main variations: advertising based on keywords employed by users in search engines, often known as "sponsored links," and advertising based on keywords embedded in the content users view, often known as "contextual advertising." Keyword advertising providers such as Google and Yahoo! use auctions to allocate advertising slots. This dissertation examines the design of keyword auctions. It consists of three essays. The first essay "Ex-Ante Information and the Design of Keyword Auctions" focuses on how to incorporate available information into auction design. In our keyword auction model, advertisers bid their willingness-to-pay per click on their advertisements, and the advertising provider can weigh advertisers' bids differently and require different minimum bids based on advertisers' click-generating potential. We study the impact and design of such weighting schemes and minimum-bids policies. We find that weighting scheme determines how advertisers with different click-generating potential match in equilibrium. Minimum bids exclude low-valuation advertisers and at the same time may distort the equilibrium matching. The efficient design of keyword auctions requires weighting advertisers' bids by their expected click-through-rates, and requires the same minimum weighted bids. The revenue-maximizing weighting scheme may or may not favor advertisers with low click-generating potential. The revenue-maximizing minimum-bid policy differs from those prescribed in the standard auction design literature. Keyword auctions that employ the revenue-maximizing weighting scheme and differentiated minimum bid policy can generate higher revenue than standard fixed-payment auctions. The dynamics of bidders' performance is examined in the second essay, "Keyword Auctions, Unit-price Contracts, and the Role of Commitment." We extend earlier static models by allowing bidders with lower performance levels to improve their performance at a certain cost. We examine the impact of the weighting scheme on overall bidder performance, the auction efficiency, and the auctioneer's revenue, and derive the revenue-maximizing and efficient policy accordingly. Moreover, the possible upgrade in bidders' performance levels gives the auctioneer an incentive to modify the auction rules over time, as is confirmed by the practice of Yahoo! And Google. We thus compare the auctioneer's revenue-maximizing policies when she is fully committed to the auction rule and when not, and show that she should give less preferential treatment to low-performance advertisers when she is fully committed. In the third essay, "How to Slice the Pie? Optimal Share Structure Design in Keyword Auctions," we study the design of share structures in keyword auctions. Auctions for keyword advertising resources can be viewed as share auctions in which the highest bidder gets the largest share, the second highest bidder gets the second largest share, and so on. A share structure problem arises in such a setting regarding how much resources to set aside for the highest bidder, for the second highest bidder, etc. We address this problem under a general specification and derive implications on how the optimal share structure should change with bidders' price elasticity of demand for exposure, their valuation distribution, total resources, and minimum bids.Item The impacts of the levels of interactivity, vividness, and motivation on telepresence and revisiting intention in the new media(2003-08) Hong, Seokmin; Leckenby, John D.Item Online video advertising 101(2011-05) Park, So Hyeon; Choi, Sejung Marina; Sung, YongjunOnline streaming service sites such as YouTube and Hulu are popular these days. The fact that these websites utilize online video advertising as a revenue model led to a natural curiosity: Is online video advertising effective? Although this report does not give a conclusive answer due to lack of available data, it still covers enough topics to provide a comprehensive idea of what online video advertising is to those who are interested in the subject. As the title of this report states, its original purpose is to deliver an introductory guideline to internet video advertising.Item Preattentive processing of Web advertising(2005) Yoo, Chan Yun; Stout, Patricia A.