CH 6

 

Case Study Questions

 

1.      Pay a visit to your favorite portal and count the total ads on the opening page. Count how many of these ads are a) immediately of interests and relevant to you b) sort of interesting or relevant but not now c) not interesting or relevant. Do this 10 times and calculate the percentage of the three kinds of situations. Describe what you find and explain the results using this case.

My favorite is Google but there weren’t any ads there so I went to Yahoo instead. Yahoo’s opening page contains five ads posted that changed every few seconds.

Opening page visits

1st

2nd

3rd

4th

5th

6th

7th

8th

9th

10th

% calculated

Immediately of interest

1

0

1

2

1

0

1

1

0

0

14.0%

Sort of interesting

2

1

1

2

1

0

0

1

2

2

24.1%

Not interesting

2

4

3

3

2

4

5

3

2

3

62.0%

Most of the ads were car ads for Chevy and Buick. I think that these results might be a bit bias though because I don’t really use this service much so they don’t have my cookies.

2.  Advertisers use different kinds of “profiles” in the decision to display ads to customers. Identify the different kinds of profiles described in this case and explain why they are relevant to online display advertising.

Profiles are built by recording of behavior of consumers online, and gathering information about their interests, age, gender, location, preferences, etc. This makes it possible for advertisers to choose from a very large list of profiles, to determine the relevance and target the specified profiles. For advertisers who use online display advertising, using banner ads pop-ups and such.

3. How can display ads achieve search-engine-like results?

Display ads can achieve search-engine-like results by capturing the interests of individuals through the instance of searching and using display ads relevant to those searches. With the use of tracking soft wares suck as beacons, web bugs, cookies, and flash cookies, it enables advertisers to obtain profiles of consumers. The profile is the information regarding the online behavior and characteristics of consumers. To be specific, the product pages, services, and the search engine keywords used are constructed as profile information.

      4. Do you think instant display ads based on your immediately prior click stream will be as effective as search engine marketing techniques? Why or why not?

 Instant display ads based on prior click stream will sometimes be as effective as search engine marketing techniques. There are some disadvantages of using click stream behavior, where information may not be relevant for the advertisers to use. Prior click stream behavior is defined as recording of consumer behavior in the short term. Users leave a click path that shows the route to where they had navigated on a website. For example, a user may click on a clothing store website, and then clicks on an electronics website. This information is not enough for researchers to analyze the reasoning for their behaviors. However, it may also pose an advantage because it allows marketers to send messages to the intended party. It also increases the chances of a positive engagement by each user.

 

Projects

 

1: Surf the web at least 15 minutes. Visit at least two different e-commerce sites. Make a list describing in details all the different marketing communication tools you see being used. Which do you believe is the most effective and why?

It is estimated that in 2014 almost 90 million households which about 75% had access to broadband internet. Even though growth has been generally slow, there has been intensity and scope of use both increase in the demographic group online usage. Broadband usage is the most used form of internet access due to its high access speeds. In order to understand the concept of marketing, study of consumer behavior is essential. It can be categorized as social science discipline that tries to elaborate when, why where, do consumer purchase and consumer behavior model that seeks to elucidate a wide range of consumer decisions. Marketing communication tools that are widely used include advertising, direct mail, social media, newsletter, and comments. There serve a great importance in promoting the various items being promoted in the various websites. Each tool has its purpose on the site, but there are some that serve a greater purpose than other.


 2: Do a search for a product of your choice on at least three search engines. Examine the results page carefully. Can you discern which results if any, are a result of a paid placement? If so, how did you determine this? What other marketing communications related to your search appear on the page?

Some of other advertising tools include search engines, display ad marketing, viral marketing, and affiliate marketing. Search engine is one of the commonly used tools by marketers. Search engines are used in branding of products as its use has significant support for direct sales. Types of search engine advertising are sponsored links also known as keyword paid inclusion, keyword advertising and context advertising. Search engine do have their unique manner of operation For the case of Google’s algorithm include panda hummingbird and knowledge graph. When I searched a particular product using the multiple search engines available, majority of the engines brought the same site at the topmost of the results. This indicates that that this was a paid placement. Use of other advertising tool included display ad marketing that was evident during the searches.