Thesis (M.S.)--Rochester Institute of Technology, 2009. / Typescript. Includes bibliographical references (leaves 65-71).

Whether utilising online or offline communication media, the consumer progresses through specific response phases when being exposed to communication messages that have the intent of moving the consumer to buy a product, use a service or proceed to specific action. The focus of this study is on the online consumer response process. The study firstly commenced with a discussion on the concept of web-based commercial communication (WBCC). The unique characteristics and needs of the online consumer were secondly discussed. Thirdly, the theoretical discussion focussed on, analysed and critically examined advertising response models. Fourthly followed a theoretical discussion on the general theory of consumer response. Theoretical criteria for web-based commercial communication and the consumer response process were fifthly developed. Lastly, the primary research objective of this study was addressed by developing a theoretical framework for the online consumer response process. / Communication / MA (Communication)

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. / text

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 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. / Includes bibliography. / Thesis (M.S.)--Florida Atlantic University, 2018. / FAU Electronic Theses and Dissertations Collection

Because of the community difference of Internet user, the new media can spend the most economgic advertising expenses to contact with target customer. But according to the IAB¡]Internet Advertising Bureau¡^report, 72% IA (Internet advertising) revenue was hold by the top ten America web site, the twenty-five and fifty gain 84% and 87% I.A revenue. The inadequate resources may cause the big web site become biger and the small web site die in the Internet, over a long period of time, it will affect the development of new media of Internet. The apperence of the Ad network solve the inadequate resources of I.A. The Ad network intergrated different content and classification web sites make the traffic close to the portal site increase the choices of advertiser/agent media selection. But as a result of unripe I.A market, the Ad networks provided different service, charge standard, the type of advertising deliver, and statistic forms have made advertiser/agent perplexeed. The objective of this research is to explore the criteria for advertiser/agent select the Ad network, and the satisfaction of the Ad network, then provides a consist principle to improve the Ad networks. The research uses media plan, the characteristi of I.A, the characteristi of Ad network four dimension to establish the questionnare, through the interview with Ad networks to modify the questionnare. Send the questionnares to advertiser/agent who ever spent I.A buget in Ad network. The research found that advertising/agent select the Ad network emphasize on the characterstic of Ad network and the personnel of advertising service. Through the factor analysis, the criteria of advertising/agent for Ad network selection can descripe as personnel service factor, the characterstic of Ad network factor, additional service factor, advertising design factor, marketing effect factor general web site attribute factor, advertising price and cost factor, the reputation of Ad network factor. In the aspect of satisfaction of the Ad network, advertising/agent had high satisfaction on providing on-line form monitor, analysis and the attitude and cordial of service personnel. Through the factor analysis, the satisfaction can divide to five index¡Xservice personnel, adstional service, marketing effect, the function of advertising monitor and analysis, and advertising effect. The research also found that the five index had poi tive correlation with the whole satisfaction, the whole satisfaction had positive corrlation with repurchase willingness and recommendation willingness.

Thesis (Ph. D.)--University of Missouri-Columbia, 2000. / Typescript. Vita. Includes bibliographical references (leaves 106-132). Also available on the Internet.

Thesis (Ph. D.)--University of Missouri-Columbia, 2000. / Typescript. Vita. Includes bibliographical references (leaves 106-132). Also available on the Internet.

Online 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. / text

Thesis (MBusiness-Research)--University of South Australia, 2003.

Thesis (MBusiness-Research)--University of South Australia, 2003.