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Online Banner Advertising: a Study of Consumer Responses to Various Factors
Arts and Design Studies www.iiste.org ISSN 2224-6061 (Paper) ISSN 2225-059X (Online) Vol 1, 2011 Online Banner Advertising: A study of Consumer Responses to Various Factors Zia-ul-haq Assistant Professor, Department of Management & Commerce, Maulana Azad National Urdu University Hyderabad India.500032. email : [email protected] Abstract This study explores the role of the celebrity endorsement in consumer attitude formation and behavioral intention on the Web. The purpose of this paper is to identify how the various factors and interactivity influence attitude toward the target ads and click-through intention. The findings indicate that the celebrity factor of the online advertising possibly play not only the role of leverage as causal effect when consumers form their attitude toward the banner advertising, but also that theses factors indirectly influence click- through intention. Key words: online banner, attitude, celebrity, animation 1. Introduction With the development of the digital devices and computer software, various formats of advertising have been introduced in advertisements. This trend includes traditional TV commercials as well as online advertising. For example, 3D animation in which is combined with dazzling these techniques (e.g., animation, animation message and text information, etc.), is dominant in Online advertising, with these techniques still developing. While complex these tools are said to confuse consumers in their understanding of the originally intended communication messages, it is empirically proven that those heuristic elements evoke positive consumer attitudes and behaviors in the Online advertising environment. Interactive settings in banner advertisements are another these appeal to the online advertising. Interactivity could be an effective tool for the online advertising because the Online makes two-way communication possible. -
Show Me the Money: Characterizing Spam-Advertised Revenue
Show Me the Money: Characterizing Spam-advertised Revenue Chris Kanich∗ Nicholas Weavery Damon McCoy∗ Tristan Halvorson∗ Christian Kreibichy Kirill Levchenko∗ Vern Paxsonyz Geoffrey M. Voelker∗ Stefan Savage∗ ∗ y Department of Computer Science and Engineering International Computer Science Institute University of California, San Diego Berkeley, CA z Computer Science Division University of California, Berkeley Abstract money at all [6]. This situation has the potential to distort Modern spam is ultimately driven by product sales: policy and investment decisions that are otherwise driven goods purchased by customers online. However, while by intuition rather than evidence. this model is easy to state in the abstract, our under- In this paper we make two contributions to improving standing of the concrete business environment—how this state of affairs using measurement-based methods to many orders, of what kind, from which customers, for estimate: how much—is poor at best. This situation is unsurpris- ing since such sellers typically operate under question- • Order volume. We describe a general technique— able legal footing, with “ground truth” data rarely avail- purchase pair—for estimating the number of orders able to the public. However, absent quantifiable empiri- received (and hence revenue) via on-line store order cal data, “guesstimates” operate unchecked and can dis- numbering. We use this approach to establish rough, tort both policy making and our choice of appropri- but well-founded, monthly order volume estimates ate interventions. In this paper, we describe two infer- for many of the leading “affiliate programs” selling ence techniques for peering inside the business opera- counterfeit pharmaceuticals and software. tions of spam-advertised enterprises: purchase pair and • Purchasing behavior. -
CTR Prediction for Contextual Advertising: Learning-To-Rank Approach
CTR Prediction for Contextual Advertising: Learning-to-Rank Approach Yukihiro Tagami Shingo Ono Koji Yamamoto Yahoo Japan Corporation Yahoo Japan Corporation Yahoo Japan Corporation Tokyo, Japan Tokyo, Japan Tokyo, Japan [email protected] [email protected] koyamamo@yahoo- corp.jp Koji Tsukamoto Akira Tajima Yahoo Japan Corporation Yahoo Japan Corporation Tokyo, Japan Tokyo, Japan [email protected] [email protected] ABSTRACT if a user clicks their advertisements and visits the adver- Contextual advertising is a textual advertising displayed tiser’s site. To maximize revenue by choosing some ads from within the content of a generic web page. Predicting the candidates and ranking them to display, an advertising sys- probability that users will click on ads plays a crucial role in tem needs to predict the expected revenue for each ad. The contextual advertising because it influences ranking, filter- expected revenue from displaying each ad is a function of ing, placement, and pricing of ads. In this paper, we intro- both bid price and click-through rate (CTR). Bid price is duce a click-through rate prediction algorithm based on the the cost that the advertiser agrees to pay per click, so the learning-to-rank approach. Focusing on the fact that some advertising system already knows this. On the other hand, of the past click data are noisy and ads are ranked as lists, CTR for each ad can vary significantly in accordance with we build a ranking model by using partial click logs and then many factors such as the web page and user, so the system a regression model on it. -
Self-Regulatory Principles for Online Behavioral Advertising (FTC)
FTC Staff Report: Self-Regulatory Principles For Online Behavioral Advertising Behavioral Advertising Tracking, Targeting, & Technology February 2009 TABLE OF CONTENTS EXECUTIVE SUMMARY....................................................... i I. INTRODUCTION........................................................1 II. BACKGROUND.........................................................2 A. What Is Online Behavioral Advertising?.. 2 B. The FTC’s Examination of Online Behavioral Advertising. 4 1. Online Profiling Workshop.....................................6 2. Tech-ade Hearings and the Ehavioral Advertising Town Hall. 8 C. Staff’s Proposed Self-Regulatory Principles. 1 1 D. Recent Initiatives to Address Privacy Concerns. 1 2 III. SUMMARY OF THE COMMENTS RECEIVED AND STAFF’S ANALYSIS.. 1 8 A. The Principles’ Scope. .............................................2 0 1. Applicability to Non-PII. .....................................2 0 2. Applicability to “First Party” Online Behavioral Advertising. 2 6 3. Applicability to Contextual Advertising. 2 9 B. Transparency and Consumer Control...................................3 0 1. Choice for Non-PII...........................................3 1 2. Providing Effective Notice and Choice. 3 3 C. Reasonable Security and Limited Data Retention for Consumer Data. 3 7 D. Affirmative Express Consent for Material Retroactive Changes to Privacy Promises.........................................................3 9 E. Affirmative Express Consent to (or Prohibition Against) Use of Sensitive Data ............................................................4 -
Contextual In-Image Advertising
Contextual In-Image Advertising Tao Mei, Xian-Sheng Hua, Shipeng Li Microsoft Research Asia 5F Sigma Center, 49 Zhichun Road, Beijing 100190, P. R. China {tmei, xshua, spli}@microsoft.com ABSTRACT so called Web 2.0 wave) have led to the countless private The community-contributed media contents over the Inter- image collections on local computing devices such as per- net have become one of the primary sources for online adver- sonal computers, cell phones, and personal digital assistants tising. However, conventional ad-networks such as Google (PDAs), as well as the huge yet increasing public image col- AdSense treat image and video advertising as general text lections on the Internet. Compared with text and video, advertising without considering the inherent characteristics image has some unique advantages: it is more attractive of visual contents. In this work, we propose an innovative than plain text, and it has been found to be more salient contextual advertising system driven by images, which auto- than text [9], thus it can grab users’ attention instantly; it matically associates relevant ads with an image rather than carries more information that can be comprehended more the entire text in a Web page and seamlessly inserts the quickly, just like an old saying, a picture is worth thousands ads in the nonintrusive areas within each individual image. of words; and it can be shown to the users faster than video. The proposed system, called ImageSense, represents the first As a result, image has become one of the most pervasive me- attempt towards contextual in-image advertising. The rele- dia formats on the Internet [13]. -
Delivering Qualified Sales Leads at Optimal Cost
CASE STUDY DELIVERING QUALIFIED SALES LEADS AT OPTIMAL COST Insight Inbound Outbound Content Marketing Selling Marketing Marketing Marketing Automation EDUCATION MARKETING LEAD GENERATION ACCOUNT BASED MARKETING MOBILE • LOCAL • SOCIAL LEAD NURTURING A KEO MARKETING INC. CASE STUDY National Data Center Services Provider, CoreLink Data Centers, Relies on KEO Marketing’s Online Marketing Solutions to Boost Sales Performance The Company CoreLink Data Centers (www.CoreLink.com), headquartered in Chicago, IL, is a leading data center hosting and managed services provider of critical infrastructure services delivered on a “state of the art,” robust and environmentally-friendly technology platform. By leveraging three data centers in Chicago, Phoenix and Seattle, with access to massive and diverse network connectivity, CoreLink’s customers and service providers receive high quality and uniquely agile services. CoreLink provides highly secure, environmentally controlled facilities with multiple layers of electrical and mechanical redundancy. Their carrier-neutral data center services are reliable, scalable and secure; all backed with industry-leading service level agreements (SLAs) and technical experts. 2 | All contents copyright © 2019 by KEO Marketing, Inc. A KEO MARKETING INC. CASE STUDY A KEO MARKETING INC. CASE STUDY The Challenge With a solid business model in place, CoreLink was poised to experience rapid growth, particularly over the coming year. Despite having a clear message and a unique competitive edge, their website had yet to experience significant results. CoreLink faced a tough reality: growth doe ded to find a way to increase their reach, expand their online presence and get leads at optimal cost. “Our business model revolves around providing relentless service – flexibility, expert help and transparency,” said John Duggan, vice president of sales for CoreLink. -
Proving Marketing ROI: a Digital Marketing Framework
Bowling Green State University ScholarWorks@BGSU Master of Arts in Media and Communication Plan II Graduate Projects School of Media and Communication Summer 7-7-2017 Proving Marketing ROI: A Digital Marketing Framework Andrew Wiltsie Bowling Green State University, [email protected] Follow this and additional works at: https://scholarworks.bgsu.edu/ms_smc Part of the Advertising and Promotion Management Commons, Marketing Commons, Public Relations and Advertising Commons, and the Social Media Commons Recommended Citation Wiltsie, Andrew, "Proving Marketing ROI: A Digital Marketing Framework" (2017). Master of Arts in Media and Communication Plan II Graduate Projects. 2. https://scholarworks.bgsu.edu/ms_smc/2 This Plan II Graduate Project is brought to you for free and open access by the School of Media and Communication at ScholarWorks@BGSU. It has been accepted for inclusion in Master of Arts in Media and Communication Plan II Graduate Projects by an authorized administrator of ScholarWorks@BGSU. June 30, 2017 Proving Marketing ROI: A Digital Marketing Framework Andrew Wiltsie A master’s project submitted to the faculty of Bowling Green State University in partial fulfillment of the requirements for the degree of Master of Arts in Media and Communication with a Specialization in Strategic Communication Dr. Claudia Y. Owens, D.M. Date Approved: June 30, 2017 PROVING MARKETING ROI: A DIGITAL MARKETING FRAMEWORK ii Executive Summary The era of digital marketing has arrived full steam ahead, and there appears to be no end in sight. While the old-fashioned, proven methods of traditional marketing (such as television, radio, and print) still hold their place in shopper marketing today, the rapid evolution of technology caused by the Internet has led to a correspondingly rapid shift from traditional marketing to digital marketing channels. -
Structural Holes and Banner-Ad Click-Throughs
Technology and Investment, 2013, 4, 30-44 http://dx.doi.org/10.4236/ti.2013.41005 Published Online February 2013 (http://www.scirp.org/journal/ti) Structural Holes and Banner-Ad Click-Throughs Starling David Hunter III1*, Ravi Chinta2 1Tepper School of Business, Carnegie Mellon University, Pittsburgh, USA 2Williams College of Business, Xavier University, Cincinnati, USA Email: *[email protected], [email protected] Received September 12, 2012; revised October 17, 2012; accepted October 25, 2012 ABSTRACT This paper examines the impact of social capital on advertising performance in an online social network. Specifically, we show that a widely-employed measure of social capital—network constraint—explains variation in the number of click-throughs received by 5986 banner advertisements appearing on 25 Twitter-related websites. As predicted, banner advertisements receive significantly more clicks when placed on websites that bridge structural holes, i.e. bridge other- wise disconnected segments of the network. Keywords: Online Advertising; Social Network Analysis; Social Capital; Social Networking; Twitter, Social Media; Banner Advertisements; Click-Through 1. Introduction ing?” The idea of taking money to run traditional banner ads Successful advertising models for online social networks on Twitter.com has always been low on our list of in- are proving elusive [1]. Last year Google co-founder Ser- teresting ways to generate revenue. However, facilitating gey Brin expressed some disappointment with the pace connections between businesses and individuals in and performance of his firm’s social network advertising meaningful and relevant ways is compelling. We’re go- efforts. ing to leave the door open for exploration in this area. -
Buying Advertising: Guidance for Specialty Crop Growers Direct Marketing to Consumers
PB 1824 Buying Advertising: Guidance for Specialty Crop Growers Direct Marketing to Consumers September 2014 Authors Megan Bruch Leffew Marketing Specialist Center for Profitable Agriculture Matthew D. Ernst Independent Writer Amy Ladd Lucky Ladd Farms, Inc. Acknowledgments Reviewers Editing, Layout and Design Tiffany Howard April Moore Massengill Director of Advancement Editor, Marketing and Communications UT Institute of Agriculture UT Institute of Agriculture Jean Hulsey Mary Puck Assistant Director Graphic Designer Marketing and Communications UT Institute of Agriculture Margarita Velandia Associate Professor Agricultural and Resource Economics UT Institute of Agriculture B University of Tennessee Institute of Agriculture Table of Contents Introduction......................................................2 Steps to Developing an Effective Advertising Campaign.............................3 Identifying the Target Audience................4 Defining the Goals for the Advertising Campaign and Developing a Marketing Budget...........5 Comparing Advertising Channels Available for Specialty Crop Growers...........................7 Selecting the Right Advertising Medias.................................13 Negotiating Advertising Purchases........14 Tips for Purchasing and Developing Advertisements for Specific Media Types ......................16 Evaluating the Effectiveness of Advertising...........................................24 Summary.........................................................25 University of Tennessee Institute of Agriculture -
28 Buscadores Libro.Indb
notes fromebcenter The Converging Search Engine and Advertising Industries Av. Pearson, 21 08034 Barcelona Tel.: 93 253 42 00 Fax: 93 253 43 43 www.ebcenter.org Top Ten Technologies Project The Converging Search Engine and Advertising Industries Authors: Prof. Brian Subirana, Information Systems, IESE Business School David Wright, research Assistant, e-business Center Pwc&IESE Editors: Larisa Tatge and Cristina Puig www.ebcenter.org This dossier is part of the Top Ten Technologies Project. For more information please visit http://www.ebcenter.org/topten You can an also find other projects at http://www.ebcenter.org/proyectos e-business Center PwC&IESE edits a newsletter every fifteen days, available at www.ebcenter.org © 2007. e-business Center PricewaterhouseCoopers & IESE. All rights reserved. notes fromebcenter The Converging Search Engine and Advertising Industries Authors: Prof. Brian Subirana, Information Systems, IESE Business School David Wright, Research assistant, e-business Center Pwc&IESE notes fromebcenter Table of Contents Executive Summary ..5 Introduction ..7 1. Technology Description ..9 1.1. History of Text-Based Search Engines ..9 1.2. Description of Applications ..9 1.3. Substitute Products ..11 2. Description of the Firms ..13 2.1. Search Engines and Their Technology ..14 2.2. Competitive Forces ..17 2.3. Consumer Preferences in Search ..22 2.4. New Search Technologies ..23 2.5. Search-Engine Optimization ..25 3. Affected Sectors ..27 3.1. Advertising ..27 3.2. Search-Engine Advertising ..28 3.3. How Search Advertising Works ..32 3.4. Digital Intermediaries ..38 3.5. Original Equipment Manufacturers (OEMs) ..39 3.6. Software and Applications Providers ..39 3.7. -
Proceedings of the 67Th Annual Session of the ASHP House Of
House of Delegates Session—2015 June 7 and 9, 2015 Denver, Colorado Proceedings of the 67th annual session of the ASHP House of Delegates, June 7 and 9, 2015 Proceedings of the 67th annual session of the ASHP House of Delegates, June 7 and 9, 2015 PAUL W. ABRAMOWITZ, SECRETARY The 67th annual session of the ASHP House of Delegates was James A. Trovato, Pharm.D., M.B.A., BCOP, FASHP, Associ- held at the Colorado Convention Center, in Denver, Colorado, ate Professor, University of Maryland School of Pharmacy, in conjunction with the 2015 Summer Meetings. Baltimore, MD First meeting Chair, House of Delegates 2015–2018 Amber J. Lucas, Pharm.D., BCPS, FASHP, Clinical Pharmacist, The first meeting was convened at 1:00 p.m. Sunday, June 7, Olathe Medical Center, Olathe, KS by Chair of the House of Delegates James A. Trovato. Chair Trovato introduced the persons seated at the head table: Gerald Natasha Nicol, Pharm.D., FASHP, Director of Global Patient E. Meyer, Immediate Past President of ASHP and Vice Chair Safety Affairs, Cardinal Health, Pawleys Island, SC of the House of Delegates; Christene M. Jolowsky, President of ASHP and Chair of the Board of Directors; Paul W. Abramowitz, Board of Directors, 2016–2019 Chief Executive Officer of ASHP and Secretary of the House of Debra L. Cowan, Pharm.D., FASHP, Director of Pharmacy, Delegates; and Susan Eads Role, Parliamentarian. Angel Medical Center, Franklin, NC Todd A. Karpinski, Pharm.D., M.S., FASHP, Chief Phar- Chair Trovato welcomed the delegates and described the macy Officer, Froedtert and the Medical College of Wisconsin, purposes and functions of the House. -
Addresses of Record Not on Internet
Newsletter Indexfrom July 1998 through March 2013 Abandonment of Application Files 07/2007 Addresses of Record to go Online 04/2000 Addresses of Record Will Not go Online 07/2000 Addresses of Record to go Online 10/2003 Addresses of Record Important 01/2010 Addresses of Record Important 03/2012 Ambulance Restocking 01/2001 Anabolic Steroid Control Act of 2004 09/2006 Anthrax Q & A 10/2001 APAP/NSAIDs on Container Labels 03/2012 Automated Drug Delivery Systems 01/2007 Automated Drug Dispensing Services 01/2002 Automated Systems in SNF/ICF 01/2005 Automation/Robotic Dispensing Check by RPH 01/2005 Beers Criteria for Potentially Inappropriate Med 03/2013 Use in Older Adults Black Box Warnings 01/2007 Board Enforces QAP and Urges Med Error Reporting 07/2007 Board Honors 50-Years Pharmacists (Ongoing) 10/2005 Board Inspectors/Verify ID 01/2010 Board Office Closed Two Days per Month 02/2009 Board Office Closed Three Days per Month 01/2010 Board Website Online 07/2000 Board Wins 5th National Award in Eight Years 10/2005 Board’s 110th Anniversary 04/2001 Board’s Budget Woes Curtails Services 01/2002 Board’s New Address/Phone Numbers 01/2006 Board Reappointments 03/2012 Board’s Web Site Info 10/2003 Boxed Warning Medications 01/2008 Brooks, Ryan/New Public Member 02/2009 BTC Drug Category Explored 01/2008 Canadian Drug Imports 03/2003 California Pharmacists Who Participate in Torture 02/2009 Carisoprodol Now Schedule IV 03/2012 Cash Compromise is Unprofessional Conduct 01/2002 Cathine Added to Schedule IV 02/2009 Cathinone Added to Schedule II