Thesis on advertising marketing

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Thesis on advertising marketing

This section appears to contradict itself. Please see the talk page for more information. April Web services are continually generating new business ventures and revenue opportunities for internet corporations. Companies have rapidly developing technological capabilities that allow them to gather information about web users.

Most of today's websites are using these targeting technologies to track users' internet behaviour and Thesis on advertising marketing is much debate over the privacy issues present. Search engine marketing Search engine marketing uses search engines to reach target audiences.

For example, Google's Google Remarketing Campaigns are a type of targeted advertising where websites use the IP addresses of computers that have visited their websites to remarket their ad specifically to the user who has previously been on their website as they use websites that are a part of the Google display network, or when searching for keywords related to a product or service on the google search engine.

The Search Network displays the ads on ' Google Searchother Google sites such as Maps and Shopping, and hundreds of non-Google search partner websites that show AdWords ads matched to search results'.

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For example, the search network can benefit a company with the goal of reaching consumers searching for a particular product or service. Other ways Advertising campaigns are able to target the user is to use browser history and search history, for example, if the user typed in promotional pens in a search engine, such as Google; ads for promotional pens will appear at the top of the page above the organic pages, these ads will be targeted to the area of the users IP address, showing the product or service in the local area or surrounding regions, the higher ad position is a benefit of the ad having a higher quality score.

Google uses its display network to track what users are looking at and to gather information about them. When a user goes onto a website that uses the google display network it will send a cookie to google, showing information on the user, what he or she searched, where they are from, found by the ip address, and then builds a profile around them, allowing google to easily target ads to the user Thesis on advertising marketing specifically.

For example, if a user went onto promotional companies' websites often, that sell promotional pens, google will gather data from the user such as age, gender, location and other demographic information as well as information on the websites visited, the user will then be put into a category of promotional products, allowing google to easily display ads on websites the user visits relating to promotional products.

Social media marketing Social media targeting is a form of targeted advertising, that uses general targeting attributes such as geotargetingbehavioral targeting, socio-psychographic targeting, but gathers the information that consumer have provided on each social media platform.

For example, on Facebook if a consumer has liked clothing pages they will receive ads based on those page likes and the area they have said they live in, this allows advertisers to target very specific consumers as they can specify cities and interests to their needs.

Social media also creates profiles of the consumer and only needs to look one place, one the users' profile to find all interests and 'likes'.

Facebook lets advertisers target using broad characteristics like Gender, Age, and Location. Furthermore, they allow more narrow targeting based on Demographics, Behavior, and Interests see a comprehensive list of Facebook's different types of targeting options [11].

Television[ edit ] Advertisements can be targeted to specific consumers watching digital cable [12] or over-the-top video. Political campaigns may also match against public records such as party affiliation and which elections and party primaries the view has voted in.

Thesis on advertising marketing

Targeted advertising based on mobile devices allows more information about the consumer to be transmitted, not just their interests, but their information about their location and time. Content and contextual targeting[ edit ] Further information: This is when advertisers put ads in a specific place, based on the relative content present.

This targeting method can be used across different mediums, for example in an article online, about purchasing homes would have an advert associated with this context, like an insurance ad.

This is usually achieved through an ad matching system which analyses the contents on a page or finds key words and presents a relevant advert, sometimes through pop-ups. This can result in placing contradictory adverts, which are not appropriate to the content.

The advertisement is altered depending on the user's available network bandwidth, for example if a user is on their mobile phone that has limited connection, the ad delivery system will display a version of the ad that is smaller for a faster data transfer rate. These systems are always digital and must be addressable in that the end point which serves the ad set-top boxwebsite, or digital sign must be capable of rendering an ad independently of any other end points based on consumer attributes specific to that end point at the time the ad is served.

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Addressable advertising systems therefore must use consumer traits associated with the end points as the basis for selecting and serving ads.

Sociodemographic targeting[ edit ] Sociodemographic targeting focuses on the characteristics of consumers, including their age, gender, salary and nationality.

Facebook uses this form of targeting by showing advertisements relevant to the user's individual demographic on their account, this can show up in forms of banner ads, or commercial videos. IP addresses can signal the location of a user and can usually transfer the location through ZIP codes.

A location-based service LBS is a mobile information service which allows spatial and temporal data transmission and can be used to an advertiser's advantage.

Although producing advertising off consumer's location-based services can improve the effectiveness of delivering ads, it can raise issues with the user's privacy.

Advertisers using this method believe it produces ads that will be more relevant to users, thus leading consumers be more likely influenced by them. Its advantage is that it can target individual's interests, rather than target groups of people whose interests may vary.

As a result, site publishers can use this data to create defined audience segments based upon visitors that have similar profiles. When visitors return to a specific site or a network of sites using the same web browser, those profiles can be used to allow marketers and advertisers to position their online ads and messaging in front of those visitors who exhibit a greater level of interest and intent for the products and services being offered.

Behavioral targeting has emerged as one of the main technologies used to increase the efficiency and profits of digital marketing and advertisements, as media providers are able to provide individual users with highly relevant advertisements. On the theory that properly targeted ads and messaging will fetch more consumer interest, publishers can charge a premium for behaviorally targeted ads and marketers can achieve Behavioral marketing can be used on its own or in conjunction with other forms of targeting, [25] Many practitioners also refer to this process as "audience targeting".

Major advantages of Behavioral marketing are that it will help in reaching surfers with affinity, reach surfers that were not exposed to a media campaign, contact surfers close to conversion and in reconnecting with prospects or customers.

FTC regulation of behavioral advertising Behavioral targeting may also be applied to any online property on the premise that it either improves the visitor experience or it benefits the online property, typically through increased conversion rates or increased spending levels.

More recently, companies outside this traditional e-commerce marketplace have started to experiment with these emerging technologies. The typical approach to this starts by using web analytics or behavioral analytics to break-down the range of all visitors into a number of discrete channels.Search engine marketing uses search engines to reach target audiences.

For example, Google's Google Remarketing Campaigns are a type of targeted advertising where websites use the IP addresses of computers that have visited their websites to remarket their ad specifically to the user who has previously been on their website as they use .

RealWorld Marketing is a tier 2 automotive marketing and advertisement firm based in Scottsdale Arizona that focuses solely on Acura and Honda.

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