Junsang Lee

Professor Shin-Ping

ITS 380

CH.6 Business Concepts and Social Issues

10/18/2019

Case Study

Q1. 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 interest and relevant to you, (b) sort of interesting or relevant but not now, and (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

A)     I searched based on Yahoo. Yahoo has opening page that contains many of five advertisements that posted that changed every few seconds.

Most of the advertisements shown on Yahoo’s main pages are ads of different automobile companies; such as Chevy and Buick. Some other ads were phone apps that have different features, and the rest were advertisements of different products at Sobeys, Walmart, and other local retailers. The results of calculating the total and percentages of these ads and rating how interesting was based on 10 visits to the main page. It is interesting that the percentages show that the advertisements are not really related to users or customers.  Just few of them more interest as they feature a product that is on sale in some local stores.

 

 

Opening page visits

1st

2nd

3rd

4th

5th

6th

7th

8th

9th

10th

Percentage calculated

Immediately of interest

1

0

1

0

2

1

0

1

1

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%

 

 

Q2. Advertisers use different kinds of" profi les" 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.

A)     Profiles are built by the recording of behavior of consumers online, and gathering information about their interests, age, location, gender, preferences, and so on. This makes it possible for advertisers to decide from a various list of profiles in order to decide of relevance and target for specified profiles. Advertisers who use online advertising such as banner ads that attract consumers is one of the ways to guarantee the effectiveness of searching engine adverting.

 

Q.3 How can display ads achieve search-engine-like resu lts?

A) Search advertisement is very effective because it gathers the information of users’     interests whenever people search something else online. Same as search ads, the display ads also can be effective just like how search advertisement does. Search ads can gather information from websites. Whenever, people buy something online or look up items online, search ads gather information from them and use for their advertisement.

 

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

            A) The answer will change based on the kind of trail you leave behind. What it means that clickstream might not the most accurate way to analyze. For instance, if one person happened to visits one fashion store, it does not indicate that the advertisement companies should send him advertisement about the fashion. Hence, it will be better to consider when they send advertisement to people based on long-term history of internet website usage. On the other hands, the positive point of the ads is that ads can affect people to buy the products which the customers have been hesitated to buy. Those pop-up ads might fascinate customers in particular situation.

 

Project

1.      Everyone’s life styles have been changed since we have been able to use internet including my lift style. Convenience and bargain are two important values in our lives. E-commerce is satisfying these two values at the same time. However, it also had negative aspects which is security. Security is one of the important values that we much consider as E-commerce users. On the other hands, we are learning about e-commerce by using it. It might be vulnerable to security but, as long as we are careful about it, we can prevent some bad happenings. These efforts can make clearer e-commerce system. Furthermore, as long as we careful, it has so many benefits to use. It is fast and convenient so that we can purchase something in a few second. We do not need to go far to something that we want to buy. It helps us to save lots of time and efforts. Not only purchasing but also receiving, we can get what we order within few days. These are positive things that we might want to use E-commerce.  My online habit is that I spend lots of time to find right products with reasonable price. If this guarantee that I can get good products online, this is worth to do it for me. Also, it might be more pricy than other things but, I try to buy products from some well-known for good quality because for online shopping, most of time we are not able to check the products of quality physically. Buying products from well-known brand makes me comfort that I can buy things online moreover, even if something happens, those brands tend to be active to solve problems. I also like to spend enough time to compare various products in many different websites. It helps me to find nearly the best products for myself.

 

4.   1) Email.

      Email is one of the most common methods that we nearly every use to communicate with other people furthermore, it is used for attracting new customers and maintaining good relationship with old customers. Email is efficient to promote their product without spending much money and time. They usually manage to target loyal consumers with information and special promotions about products. Email clubs allow consumers to have weekly or monthly email promotions.

 

            2) Social media

      E-commerce business also use social media instruments, including Facebook, Instagram and YouTube to create attract consumers and interact with them directly. Firms can produce product announcements to their followers and monitor chats about their businesses to apply that information to social media. The instant interaction makes consumers to be attracted to their commercial.

 

            3) Website

      Most of every business are developed based on websites and blogs by promoting themselves and their products. Blogs play role as platform for consumers to discuss and leave the comments about the products that they tried such as feedback or true comments. Moreover, firms manage sites and blogs as media for banner advertisements and other advertisement. For instance, a sports wear seller may pay to promote themselves and their products to sports related websites or blogs.