지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 저널정보
- 건국대학교 지식콘텐츠연구소 International Journal of Knowledge Content Development & Technology International Journal of Knowledge Content Development & Technology Vol.1, No.1
- 발행연도
- 2011.6
- 수록면
- 7 - 24 (18page)
이용수
초록· 키워드
오류제보하기
This study aims to measure the impact of these two variables on consumers" ‘click-through’ rates (the number of users that click on the ad compared to the number of times the ad is delivered). The result is as follows. First, search ads play a critical role in drawing consumers to advertisers" websites. Once search ads are placed, the number of visitors increased tenfold. Secondly, when search ads are keyed to highly-involved words such as ‘IDC’, ‘hosting’ and ‘co-location’, click-through rates significantly fluctuate according to the type of advertising message. In this case, consumers respond much more positively to ads highlighting credibility and product quality than to ads with emphasis on sales and events. Thirdly, the placement of search ads also matters. The ad placed first in the search list overpowers ads in the third or fifth place in terms of click-through rates. However, there was no significant difference of click-through rates between ads in the third place and ads in fifth. Lastly, when estimating which variable plays the bigger role in bringing traffic to advertisers" websites, consumers are more receptive to the substance of the advertising message than to its placement, under the circumstances of high involvement.
목차
ABSTRACT
1. Introduction
2. Theoretical Background
3. Research Design and Research Method
4. Results
5. Analysis of the Relative Effect of a Combination of Advertising
6. Discussion and Conclusion
Acknowledgements
References
참고문헌 (16)
참고문헌 신청
1. [기타자료] - Atlas DMT. / 2004 / How Search Engine Rank Impacts Traffic, starts off by asking the provocative question: “What does being number one in search really mean to your business?” / Atlas DMT
2. [학술지(정기간행물)] - Hoffman, Donna L. / 1996 / Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations / Journal of Marketing 60 : 50 ~ 68
3. [인터넷자원] - / / Jordan McCollum
4. [학술지(정기간행물)] - 김분태 / 2003 / 제품적합성, 관여도, 온라인 광고의 접속행동이 광고효과에 미치는 영향에 관한 연구 / 마케팅관리연구 8 (3) : 55 ~ 81
5. [학술지(정기간행물)] - Kim, Jaehwi / 2002 / A study on advertising effectiveness of internet portal site / Marketing Research 13 (3) : 91 ~ 109
2. [학술지(정기간행물)] - Hoffman, Donna L. / 1996 / Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations / Journal of Marketing 60 : 50 ~ 68
3. [인터넷자원] - / / Jordan McCollum
4. [학술지(정기간행물)] - 김분태 / 2003 / 제품적합성, 관여도, 온라인 광고의 접속행동이 광고효과에 미치는 영향에 관한 연구 / 마케팅관리연구 8 (3) : 55 ~ 81
5. [학술지(정기간행물)] - Kim, Jaehwi / 2002 / A study on advertising effectiveness of internet portal site / Marketing Research 13 (3) : 91 ~ 109
이 논문의 저자 정보
최근 본 자료
댓글(0)
0
UCI(KEPA) : I410-ECN-0101-2013-020-001444772