Thesis (M.S.)--Rochester Institute of Technology, 2007. / Typescript. Appendix A: Percent change in spending by industry ; Appendix B: List of top 30 advertisers by medium. Includes bibliographical references (leaves 48 - 51)

L'attention est une ressource rare. Cette étude examine comment l'attention limitée des utilisateurs affecte le marché de la publicité sur Internet. J'analyse pour celà le marché coréen des moteurs de recherche et présente une estimation structurelle de la demande de bannières publicitaires qui tient compte de l'attention limitée des utilisateurs. Le modèle théorique qui sous-tend cette estimation suppose que l'attention des utilisateurs est distribuée de manière hétérogène.Dans ce cadre, je montre qu'une plateforme en monopole tend à diffuser trop d'annonces et que la probabilité que les messages publicitaires atteignent leur cible depend des caractéristiques des utilisateurs et des sites Web.Un modèle de choix discret à coefficients aléatoires est utilisé pour estimer la fonction de demande des utilisateurs. Les deux fonctions de demande et la fonction de profit des plateformes permettent de déduire le taux de marge. Celui-ci comprend trois composantes: un effet de réseau du côté utilisateur, un effet de congestion et l'indice de Lerner.Les modèles d'estimation sous forme réduite sont discutés en guise d'introduction.Ils semblent révéler l'existence d'un phénomène de congestion de l'information sur le marché des moteurs de recherche coréens.L'estimation structurelle que je met en oeuvre consiste tout d'abord à simuler la probabilité qu'un utilisateur prête attention à un message publicitaire posté sur un site Web. Cela permet, dans un second temps, d'indentifier dans quelle mesure la congestion de l'information affecte la demande de publicité.Le modèle estimé permet de prédire la probabilité qu'un message publicitaire donné soit perçu par les utilisateurs d'un site Web. Cette probabilité varie de 0,19 à 0,58 selon les sites et varie egalement selon le sexe, l'âge et le niveau de l'éducation des utilisateurs. Une augmentation de 1% du nombre d'annonces affichées sur une page Web se traduit par une baisse de 0,06% de la probabilité qu'un message publicitaire soit perçu par les utilisateurs.La demande des usagers estimée révèle que la publicité est une nuisance pour 92.17% des utilisateurs. En estimant la demande de publicité, je conclus que l'externalité liée à l'attention limitée des utilisateurs constitue un déterminant important du taux de marge des plateformes.L'étude enfin montre que le niveau de publicité sur les sites Web est systématiquement en dessous du niveau optimum social, ce qui implique que le pouvoir de marché dont bénéficient les sites conduit à une restriction du nombre de bannières publicitaires qui va au-delà de ce qui serait socialement optimal, compte tenu de l'externalité négative que constitue la congestion de l'information. Cela se traduit par une augmentation du surplus des annonceurs mais par une baisse du surplus social (perte sèche).J'effectue enfin une expérience contrefactuelle sur l'impact des logiciels de blocage de publicité. Cette experience révèle que la generalisation de tels logiciels réduit les niveaux d'annonce, parce que la valorisation des utilisateurs par une plateforme correspond au nombre moyen de messages publicitaires qu'ils perçoivent. Ces resultats soulignent que la prise en compte du phénomène de congestion de l'information est essentielle dans l'estimation des demandes de contenus audiovisuels et d'espace publicitaire. / Attention is a scarce resource. This study investigates the problem of the limited consumer's attention span and its impact on Internet advertising markets. For this, I explore Korean search engine market and present a structural model of the demand for the display advertising where the limited attention of website users is considered.The theoretical model assumes that the users' attention is distributed heterogeneously in constructing advertising demand.I show that the monopoly platform would send excessive messages in this setting and that the probability of message process differs by characteristics of users and websites.A random-coefficient discrete choice model is used to formulate the user demand function. Having two demand functions at hand, a markup is derived from the platform's profit function and is shown to have three components: Lerner's index, a network effect from user side, and the congestion effect.The reduced-form estimation models are, then, discussed. These estimations are to explore the market characteristics and to find preliminary evidences of the information congestion in Korean Internet search engine market.For the structural estimation, I simulate the probability that a user pays attention to a message posted on the website. This, in turn allows me to identify the extent to which information congestion affects the advertising demand.The estimated model enables me to predict a probability that a message is seen by a user of one particular website in a given month. The probability ranges from .19 to .58 across websites and it depends on gender, age, and education level of website users. I also find that 1% increase in ad level drops 0.06% of user's message process.I separately estimate the user demand function and find that advertising is a nuisance for 92.17% of users. Using estimates from both demands, I find that the externality from the limited attention is an important determinant of the platform's markup.The study shows that the ad level on a website is systematically below the social optimum level, implying that the website's market power leads to a decrease in quantity beyond what would be socially optimal in view of the negative externality from information congestion.The corresponding deadweight loss and the surplus gain for the society are estimated.I perform a counterfactual experiment on the impact of introducing ad avoidance options on websites. From the experiment, I find that ad levels decrease in the share of ad-avoiders because the platform's valuation on users rises in average attention. These results may stress the importance of users' limited attention in the demand estimation of monopoly media markets.

Thesis (DTech (Informatics))--Cape Peninsula University of Technology, 2017. / Any e-commerce venture using a website as main shop-front should invest in marketing their website. Previous empirical evidence shows that most Search Engine Marketing (SEM) spending (approximately 82%) is allocated to Pay Per Click (PPC) campaigns while only 12% was spent on Search Engine Optimisation (SEO). The remaining 6% of the total spending was allocated to other SEM strategies. No empirical work was found on how marketing expenses compare when used solely for either the one or the other of the two main types of SEM. In this study, a model will be designed to guide the development of a dual SEM strategy.

Orientador: Thomas Patrick Dwyer / Dissertação (mestrado) - Universidade Estadual de Campinas, Instituto de Filosofia e Ciencias Humanas / Made available in DSpace on 2018-08-05T22:09:59Z (GMT). No. of bitstreams: 1 Fernandez_RogerioGarcia_M.pdf: 1332166 bytes, checksum: ba596650497e4b5639dae41c9170f852 (MD5) Previous issue date: 2005 / Resumo: As campanhas eleitorais têm conquistado um novo espaço, trata-se da rede mundial de computadores, a Internet. Esta pesquisa buscou analisar os sites de campanhas eleitorais na Internet para cargos executivos nas eleições de 1998, 2000, e 2002, iniciando um debate sobre o papel dos meios de comunicação em sociedades democráticas e, em especial, da Internet. Em seguida, faço um levantamento das metodologias aplicadas ao estudo dos meios de comunicação e dos métodos de análise de conteúdo. A pesquisa, então, propõe um método próprio baseado nos indicadores de fluxos de comunicação dos sites. São, portanto, analisados mais de 22 mil dados referentes a 50 sites de campanhas eleitorais. Identifiquei ao mesmo tempo um aumento da personificação do conteúdo e uma discussão política, mais voltada a soluções práticas do que ideológicas. A Internet, no Brasil é uma ferramenta que pode ampliar o debate democrático pelo seu conteúdo mais aprofundado do que o de outros meios de comunicação, apesar de ter identificado, também, barreiras técnicas. Concluo observando que os sites das campanhas eleitorais vem, a cada ano, se modificando em função do desenvolvimento tecnológico e das necessidades, cada vez maiores, de uma sociedade que anseia por mais informações / Abstract: Electoral campaigns have moved into a new space formed by the World Wide Web, the Internet. This dissertation analyzes the use of websites in election campaigns in Brazil in the years 1998, 2000 and 2002. In these years mayoral, state governors and presidential campaigns were analyzed. The dissertation also discusses the role of the mass media, and in particular the Internet, in democratic societies. The methodologies used to study the media are analyzed and special attention is paid to the technique of content analysis. This method was adapted from the bibliography in order to empirically study the web sites selected in the three election periods. Over the short time period covered by this dissertation it was possible to identify an increasingly personal content in sites, at the same time as political discussion was seen to be more pragmatic, making proposals of a practical nature, than ideological. Websites in Brazil appear as tools which are capable of widening the democratic debate because they provide more content than is available in other media. The research also detected the role of technological change, as internet technology permits the use of new resources, these are incorporated into web sites which change to accompany technological evolution. Politicians who use websites seek to provide citizens with greater information than would be otherwise available, however, this is provided in a space which is increasingly configured and controlled in function of the needs and perceptions of the candidate / Mestrado / Mestre em Ciência Política

The exponential growth of the Internet and other new technologies globally continues to re-shape the South African consumer and business landscapes. Media and entertainment group Johnnic Communications Limited has invested more than R1 billion in new technologies in the past 10 years alone. However, the company still has to realise the desired returns on this investment – a situation that is forcing management to review all its online activities. This research project sought to determine what the key success factors are for the local and international online media industry, with a view to recommending potentially viable Internet strategies that could turn around operations such as Johnnic Communications’ online offerings from being nice-to-have cost centres, into exciting and key profit-generating streams. The research found that while Internet offerings cannibalise the readership of printed newspapers in South Africa, new technologies also present media houses with the opportunity to tap into new and broader markets, and hence new revenue streams. To that extent, it concluded that continuing to invest in the Internet is an imperative for Johnnic Communications, rather than an option. In addition to recommending new digital strategies, the research also concludes that developing critical mass and having a clear online strategy are crucial factors towards the company making money out of new technologies.

This study aimed to provide South African advertising professionals with insights into the current state of online and mobile advertising in South Africa, highlighting areas in which this sector of the industry can develop in order for professionals to perpetuate successful and innovative use of the mediums available to them and their clients. The study draws on literature from the fields of traditional advertising, digital advertising and new media. Research on the South African digital advertising climate is not as readily available as that of international studies based in the United States of America and the United Kingdom. The study therefore used two data collection methods namely, telephonic semi-structured interviews with advertising professionals employed within the South African advertising and marketing industries as well as an electronic survey also aimed at advertising professionals employed within the South African advertising and marketing industries. The data collected aims to provide an insight into the professional opinions and feelings of these professionals as to how the South Africa digital advertising landscape is perceived, how it compares to its international counterparts and whether online and mobile technologies have had an impact on the South African advertising industry in terms of ad-spend not only on digital but on traditional advertising. The data from both the semi-structured interviews and survey were analysed in terms of the aforementioned aspects and correlations were found between the qualitative and quantitative data. Five advertising professionals from various agencies from around South Africa were interviewed telephonically while 27 advertising professionals attempted the electronic survey with 21 completing the survey. The study found that advertisers acknowledge that online and mobile technologies have had an impact on the South African advertising industry as digital advertising is now seen as an important fixture within the advertising industry and is considered to now be as important as traditional advertising. However, although advertising professionals acknowledge this importance, the medium is still underutilised due to a number of determining factors. These factors include insufficient knowledge in the field of digital advertising by advertisers and clients as clients are still unwilling to allocate similar levels of ad-spend to digital as they would to traditional advertising, this despite a notable increase in digital ad-spend. Traditional advertising still dominates ad-spend and advertisers are of the opinion that despite the growth of digital media, this trend will remain prevalent in South Africa which continues to trail behind its international counterparts.

The subject of thesis is examining the impact of internet advertising and web site usability on the competitiveness of internet commerce. The aim of this work is the successful application of theoretical knowledge to practical examples of e-shop Lahůdkářství Jan Paukert. This application should show an increase in attendance and achievement of higher sales. The work is divided into two parts: theoretical and practical. The first part is focused on theoretical knowledge in the field of usability and web ads, the second deals with their application to the internet shop.

Aim of this thesis was to find out an attitude of internet users toward selected internet advertisement. Theoretical part introduces internet marketing and chosen types of internet advertisement. Hypotheses stated in advance were answered in a practical part by method of questionnaire. Result of thesis is recommendation for companies who are making business on internet or using internet for their business.

This paper is focused on analysis of internet advertising and its role in marketing communication. The paper determines general methods and instruments of internet marketing and describes internet advertisement in comparison with traditional advertising media. In more detail the paper is focused on description and explanation of effect of Pay-Per-Click advertisement campaigns. The options of their usage and recognized differences are explicated by practical instance of marketing strategies of real companies.

The diploma thesis deals with the current internet advertising legislation and self-regulation and provides a summary of the internet advertising forms. For analysis the thesis uses the standards of national and international self-regulatory organisations and complements them with Czech legislation. The thesis compiles and compares particular standards and legislation and on this basis it reviews the current state of advertising regulation, discusses the necessity of legal regulation and efficiency of self-regulation.