Current Search: Internet advertising (x)
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(1 - 9 of 9)
- Title
- Internet advertising: New media, new models?.
- Creator
- Karson, Eric James., Florida Atlantic University, Korgaonkar, Pradeep
- Abstract/Description
-
Much of what we currently know about consumers' reaction to persuasive attempts (advertisements) comes from studying mass media communications which are largely one-way and image-centered. Internet-based advertising is neither given the focus on information and the ability to narrowly target such appeals (sites), as in direct marketing advertising. Given the emergence of Internet promotions, this is a substantial gap in our knowledge. This research seeks to both extend the boundaries of...
Show moreMuch of what we currently know about consumers' reaction to persuasive attempts (advertisements) comes from studying mass media communications which are largely one-way and image-centered. Internet-based advertising is neither given the focus on information and the ability to narrowly target such appeals (sites), as in direct marketing advertising. Given the emergence of Internet promotions, this is a substantial gap in our knowledge. This research seeks to both extend the boundaries of current direct marketing research (with its predominant focus on who will reply) and the domain of existing persuasion theories and models, attempting to gain a greater understanding of why consumers respond as they do to Internet advertising. By adapting the Elaboration Likelihood Model (ELM) to the Internet, this research attempts to determine if executional cues play a role in enhancing persuasiveness and the moderating effects of involvement. Additionally, this research draws on the substantial work on attitude towards the ad (A$\sb{\rm ad}$), including attempts to greater understand the antecedents of these attitudes and proposed distinctions between executional and content aspects of Internet ads, to see if this rich framework is useful in predicating outcomes for Internet advertising. This research has significant implications for practitioners as it looks beyond atheoretical testing-based insights of what people respond to, drawing on established theory to provide insights into why consumers respond as they do to Internet based advertising. Testing the adaptability of current persuasion theory to this emerging medium will do much to begin building a solid understanding of how Internet advertising works. Using an interactive computer-based simulation in a 2 (involvement) x 2 (argument strength) x 2 (peripheral cue: present or absent) between subject factorial design with 224 subjects the adaptability of existing persuasion research to the Internet was tested. Findings demonstrate the adaptability of the ELM to Internet advertising, as well as the important antecedent effects of attitudes towards Internet advertising on persuasion. However, the decomposition of A$\sb{\rm ad}$ proved less useful in this new domain. All told, much of what we currently know about persuasion is likely to prove useful in developing promotional campaigns for the Internet.
Show less - Date Issued
- 1998
- PURL
- http://purl.flvc.org/fcla/dt/12549
- Subject Headings
- Internet advertising, Internet marketing, World Wide Web
- Format
- Document (PDF)
- Title
- User Behavior Modeling in Online Display Advertising.
- Creator
- Van Nice, Kara, Zhu, Xingquan, Florida Atlantic University, College of Engineering and Computer Science, Department of Computer and Electrical Engineering and Computer Science
- Abstract/Description
-
Online display advertising intends to find the best match between advertise- ment (ad) campaigns and online users, conditioned by user specific contexts such as geographic locations, and hobbies etc. During this matching process, user behavior plays a crucial role in determining whether and when the user, who has been served the ad, will result in a conversion event. Advertisers seek to understand how users behave if they are continuously served impressions from the same campaign, as well as...
Show moreOnline display advertising intends to find the best match between advertise- ment (ad) campaigns and online users, conditioned by user specific contexts such as geographic locations, and hobbies etc. During this matching process, user behavior plays a crucial role in determining whether and when the user, who has been served the ad, will result in a conversion event. Advertisers seek to understand how users behave if they are continuously served impressions from the same campaign, as well as any noticeable patterns between campaign categorization and user behavior. This thesis carries out data analytics to investigate correlation between user behavior and campaign conversion rates (CVR), including click-through conversion rates and view- through conversion rates. We investigate campaign categorization based on both IAB categories, and campaign dfficulty level defined by effective CPA (eCPA). We carry out large scale analytics over billions of impressions from over 1000 campaigns, observing consistent patterns and significant findings.
Show less - Date Issued
- 2018
- PURL
- http://purl.flvc.org/fau/fd/FA00013018
- Subject Headings
- Consumer behavior, Advertising campaigns--Data processing, Internet advertising
- Format
- Document (PDF)
- Title
- FEATURE REPRESENTATION LEARNING FOR ONLINE ADVERTISING AND RECOMMENDATIONS.
- Creator
- Gharibshah, Zhabiz, Zhu, Xingquan, Florida Atlantic University, Department of Computer and Electrical Engineering and Computer Science, College of Engineering and Computer Science
- Abstract/Description
-
Online advertising [100], as a multi-billion dollar business, provides a common marketing experience when people access online services using electronic devices, such as desktop computers, tablets, smartphones, and so on. Using the Internet as a means of advertising, different stakeholders take actions in the background to provide and deliver advertisements to users through numerous platforms, such as search engines, news sites, and social networks, where dedicated spots of areas are used to...
Show moreOnline advertising [100], as a multi-billion dollar business, provides a common marketing experience when people access online services using electronic devices, such as desktop computers, tablets, smartphones, and so on. Using the Internet as a means of advertising, different stakeholders take actions in the background to provide and deliver advertisements to users through numerous platforms, such as search engines, news sites, and social networks, where dedicated spots of areas are used to display advertisements (ads) along with search results, posts, or page content. Online advertising is mainly based on dynamically selecting ads through a real-time bidding (or auction) mechanism. Predicting user responses like clicking ads in e-commerce platforms and internet-based advertising systems, as the first measurable user response, is an essential step for many digital advertising and recommendation systems to capture the user’s propensity to follow up actions, such as purchasing a product or subscribing to a service. To maximize revenue and user satisfaction, online advertising platforms must predict the expected user behavior of each displayed advertisement and maximize the user’s expectations of clicking [28]. Based on this observed feedback, these systems are tailored to user preferences to decide the order in that ads or any promoted content should be served to them. This objective provides an incentive to develop new research by using ideas derived from different domains like machine learning and data mining combined with models for information retrieval and mathematical optimization. They introduce different machine learning and data mining methods that employ deep learning-based predictive models to learn the representation of input features with the aim of user response prediction. Feature representation learning is known as a fundamental task on how to input information is going to be represented in machine learning models. A good feature representation learning method that seeks to learn low-dimensional embedding vectors is a key factor for the success of many downstream analytics tasks, such as click-through prediction and conversion prediction in recommendation systems and online advertising platforms.
Show less - Date Issued
- 2023
- PURL
- http://purl.flvc.org/fau/fd/FA00014269
- Subject Headings
- Internet advertising, Deep learning (Machine learning), Internet marketing
- Format
- Document (PDF)
- Title
- Internet advertising: A selectivity model approach to analyzing gender differences in information processing.
- Creator
- Wolin, Lori D., Florida Atlantic University, Korgaonkar, Pradeep
- Abstract/Description
-
While academic research has begun to probe Internet users' underlying beliefs, attitudes, and purchase intent toward Internet advertising, there has been no attempt to develop an underlying theory comparing male versus female users' Internet versus print advertising content information processing. A logical place to begin examining Internet advertising is in the sphere of gender which is a critical factor in developing sales and marketing strategy and commonly used as a basis for market...
Show moreWhile academic research has begun to probe Internet users' underlying beliefs, attitudes, and purchase intent toward Internet advertising, there has been no attempt to develop an underlying theory comparing male versus female users' Internet versus print advertising content information processing. A logical place to begin examining Internet advertising is in the sphere of gender which is a critical factor in developing sales and marketing strategy and commonly used as a basis for market segmentation. Through the application of the selectivity model (Meyers-Levy 1989) and interactivity model (Bezjian-Avery, Calder, and lacobucci 1998), an attempt to predict gendered reactions to Internet versus traditional advertising is undertaken. The hypotheses drawn from the literature are tested using a 2 x 2 x 2 x 2 experimental design. The dependent variables examined are cognition, affect, and conation. The independent variables are gender, claim objectivity/subjectivity, perceived product risk category, and media. Results indicated a strong preference for objective versus subjective claims. Claim and product significantly impacted cognition and affect while gender and product significantly impacted conation. Several main and interaction effects were present and several hypotheses supported.
Show less - Date Issued
- 2001
- PURL
- http://purl.flvc.org/fcla/dt/11959
- Subject Headings
- Internet Advertising, Human Information Processing--Sex Differences
- Format
- Document (PDF)
- Title
- Optimal positioning of web page banner advertisements: an extension of hemispheric process theory.
- Creator
- Goodrich, Kendall., Florida Atlantic University, College of Business, Department of Marketing
- Abstract/Description
-
The purpose of this research is to determine whether optimal ad placement and page context can significantly impact advertising effects, by extending hemispheric processing theory. This study contributes to the marketing literature by 1) addressing theoretical conflicts regarding optimal hemispheric ad placement (more favorable effects with leftward photo ads and rightward text ads; Janiszewski 1988) and page context (matching activation from "priming" of opposing brain hemispheres...
Show moreThe purpose of this research is to determine whether optimal ad placement and page context can significantly impact advertising effects, by extending hemispheric processing theory. This study contributes to the marketing literature by 1) addressing theoretical conflicts regarding optimal hemispheric ad placement (more favorable effects with leftward photo ads and rightward text ads; Janiszewski 1988) and page context (matching activation from "priming" of opposing brain hemispheres Janiszewski 1990), 2) by evaluating multiple advertising effects in relation to mere exposure rather than focusing primarily on attitudes (Janiszewski 1988, 1990), and 3) by addressing an important knowledge gap regarding optimal Web advertising (Dahlen, Rasch and Rosengren 2003). A growing amount of money is being spent on Internet advertising, with revenues totaling $12.5 billion in 2005, up more than 30 percent over 2004 (IAB 2006). However, banner ad click-through rates are low (between .1 and .2 percent for standard ads; DoubleClick 2007) and only 10% of business executives believe that banner advertising is highly effective in generating new business (Forrester 2006). Advertisers continue to use banner ads, perhaps because the "branding" benefits are not limited to clickthroughs (Briggs and Hollis 1997). While numerous ad-related factors have been previously studied (e.g., ad context creative factors, recall/recognition effects, repetition), to the author's knowledge no research has examined the effect of banner ad placement on advertising outcomes such as attention, recognition, brand attitude and purchase intention., A 2 x 2 x 2 between subjects factorial design was implemented, in which the ad type (pictorial or verbal), ad placement (left or right of Web page), and the page type (text or image-oriented) were manipulated in an online environment. While the results only partially support the hypotheses (rank-ordered stimuli groups from "optimal" to "least optimal" effects) matching activation and hemispheric ad placement appeared to differentially affect advertising outcomes. A supplementary data analysis, which directly compared hemispheric ad placement and matching activation, indicates that matching activation has a greater effect on attention, while hemispheric ad placement has a greater effect on purchase intention. The findings suggest that online advertising efforts should be specifically matched with advertising goals. Managerial implications are discussed.
Show less - Date Issued
- 2007
- PURL
- http://purl.flvc.org/FAU/77642
- Subject Headings
- Product management, Internet advertising, Economic aspects, Logos (Symbols), Design, Marketing, Psychological aspects, Advertising, Effective frequency
- Format
- Document (PDF)
- Title
- Enhancing the effectiveness of online video advertising through interactivity.
- Creator
- Robinson, Arnold, Korgaonkar, Pradeep, Florida Atlantic University, College of Business, Department of Marketing
- Abstract/Description
-
This research examines how incorporating interactivity into online video advertisements effects the following key marketing dependent variables: a) Involvement with the Advertisement, b) Ad Recall, c) Attitude towards the website, d) Attitude towards the Advertisement, e) Attitude towards the Brand, and f) Purchase Intention. Deriving from past Interactivity research, three important facets of interactivity are identified; User Control, Two-way Communication and Synchronicity. In order to...
Show moreThis research examines how incorporating interactivity into online video advertisements effects the following key marketing dependent variables: a) Involvement with the Advertisement, b) Ad Recall, c) Attitude towards the website, d) Attitude towards the Advertisement, e) Attitude towards the Brand, and f) Purchase Intention. Deriving from past Interactivity research, three important facets of interactivity are identified; User Control, Two-way Communication and Synchronicity. In order to test an Internet based 2 (User Control: high or low) X 2 (two-way communication: high or low) X 2 (synchronicity: high or low) between subjects experimental design, 8 different online video platforms were created. The online video experiment was administered to approximately 400 students in a large South-Eastern school. Overall the findings regarding interactivity in online video advertising found no significant effect of synchronicity on the dependent variables. There was however a significant interaction effect of user control and two-way communication on the dependent variables. These interaction effects were examined further with a cell means multiple comparison analysis. User control and two-way communication were found to have a significant interaction effect on ad recall, purchase intention and attitude towards the brand. User control had a significant effect on involvement and two-way communication had a significant effect on attitude towards the website. There was no effect of UC or TWC on attitude towards the ad.
Show less - Date Issued
- 2014
- PURL
- http://purl.flvc.org/fau/fd/FA00004156, http://purl.flvc.org/fau/fd/FA00004156
- Subject Headings
- Internet advertising, Internet videos, Marketing -- Graphic methods, Marketing -- Management, Online social networks, Social media
- Format
- Document (PDF)
- Title
- The Effects of Preattention in an Online Advertising Context: A Neuroscience Perspective.
- Creator
- Milosavljevic, Milica, Shaw, Eric H., Florida Atlantic University
- Abstract/Description
-
Consumers are exposed to thousands of marketing messages every day. In such a cluttered environment, gaining consumers· attention becomes an increasingly important business objective. This study expands the concept of attention from a simple view of attention as se lection of stimuli to a more elaborate two step process consisting of (I) preattention and (2) focal attention. The focus of this research is on preattention, which is determined by physical characteristics of objects in a visual...
Show moreConsumers are exposed to thousands of marketing messages every day. In such a cluttered environment, gaining consumers· attention becomes an increasingly important business objective. This study expands the concept of attention from a simple view of attention as se lection of stimuli to a more elaborate two step process consisting of (I) preattention and (2) focal attention. The focus of this research is on preattention, which is determined by physical characteristics of objects in a visual scene. This study also i1Pproves the measurement ofpreattention by surveying the neuroscience literature and using a computational model to measure preattention. This improved measure allows us to provide an enhanced explanation of how preattention f::tcilitates mere exposure effects. Results confirm that preattentive processing of an ad in a visual scene affects liking of that ad even when people do not remember previously seeing the advertisement. The study also finds that subtle. preattentive processes require increasing amounts of time in order to affect focal attention and attitude toward the ad.
Show less - Date Issued
- 2007
- PURL
- http://purl.flvc.org/fau/fd/FA00000607
- Subject Headings
- Internet Advertising--Psychological Aspects, Marketing--Psychological Aspects, Advertising--Effective Frequency, Human-Computer Interaction
- Format
- Document (PDF)
- Title
- Real-Time Data Analytics and Optimization for Computational Advertising.
- Creator
- Liu, Hui, Zhu, Xingquan, Florida Atlantic University, College of Engineering and Computer Science, Department of Computer and Electrical Engineering and Computer Science
- Abstract/Description
-
Online advertising has built a market of hundreds of billions of dollars and still continues to grow. With well developed techniques in big data storage, data mining and analytics, online advertising is able to reach targeted audiences e ctively. Real- time bidding refers to the buying and selling of online ad impressions through ad inventory auctions which occur in the time it takes a webpage to load. How to de- termine the bidding price and how to allocate the budget of advertising is the...
Show moreOnline advertising has built a market of hundreds of billions of dollars and still continues to grow. With well developed techniques in big data storage, data mining and analytics, online advertising is able to reach targeted audiences e ctively. Real- time bidding refers to the buying and selling of online ad impressions through ad inventory auctions which occur in the time it takes a webpage to load. How to de- termine the bidding price and how to allocate the budget of advertising is the key to successful ad campaigns. Both of these aspects are fundamental to most campaign optimizations and we will introduce both of them in this thesis. For bidding price determination, we improved the estimation of CTR (Click Through Rate) (one of the most important factors of determining the bidding price) by using a re ned hierar- chical tree structure for the estimation. The result of the experiment and the A/B test showed our proposal can provide stable improvement. For budget allocation, we introduce SCO (Single Campaign Optimization) and CCO (Cross Campaign Opti- mization). SCO has been applied by our commercial partner while CCO needs more research. We will rst introduce the methods of SCO and then give our proposal about CCO. We modeled CCO as a LP (Linear Programming) problem as well as designed an e ective procedure to implement optimal impressions distribution. Our simulation showed our proposal can signi cantly increase global Gross Pro t (GP).
Show less - Date Issued
- 2017
- PURL
- http://purl.flvc.org/fau/fd/FA00004940, http://purl.flvc.org/fau/fd/FA00004940
- Subject Headings
- Internet marketing--Technological innovations., Internet advertising--Technological innovations., Data mining., Web usage mining., Business--Data processing.
- Format
- Document (PDF)
- Title
- Celebrating diversity through fashion? A cultural analysis of Tommy Hilfiger online.
- Creator
- Taylor, Adam D., Florida Atlantic University, Scodari, Christine
- Abstract/Description
-
Tommy Hilfiger is a popular fashion designer who incorporates a unique mix of style, patriotism and cultural diversity into the advertising and marketing of his products. But does his approach communicate true equality or divide Americans through race, class, and/or consumerism? Does his conceptualization of cultural diversity support ideals of multiculturalism or promote principles of assimilation? Tommy Hilfiger's official website, www.tommy.com, is analyzed from a cultural studies...
Show moreTommy Hilfiger is a popular fashion designer who incorporates a unique mix of style, patriotism and cultural diversity into the advertising and marketing of his products. But does his approach communicate true equality or divide Americans through race, class, and/or consumerism? Does his conceptualization of cultural diversity support ideals of multiculturalism or promote principles of assimilation? Tommy Hilfiger's official website, www.tommy.com, is analyzed from a cultural studies perspective to examine these questions. Political economic, cultural economic and semiotic theories are applied at the levels of production, text and consumption to reveal whether hegemonic or counter-hegemonic themes prevail. As a result, it is determined that hegemonic themes of white, Anglo-Americanism and consumerism do prevail, while counter-hegemonic messages of multiculturalism are less dominant. Findings also indicate that there is still much progress to be made in terms of achieving cultural equality in the United States.
Show less - Date Issued
- 2004
- PURL
- http://purl.flvc.org/fcla/dt/13184
- Subject Headings
- Fashion--Social aspects, Internet advertising, Internet marketing, Multiculturalism, Fashion--Psychological aspects, Clothing and dress--Marketing, Hilfiger, Tommy
- Format
- Document (PDF)
