Essays on Assessing the Effectiveness of Targeted Advertising among Internet Social Network Users Research Proposal

Download full paperFile format: .doc, available for editing

The paper "Assessing the Effectiveness of Targeted Advertising among Internet Social Network Users " is a good example of a marketing research proposal.   The overall objective of this proposed study is to assess the effectiveness of targeted Internet advertising among a particular group of Internet users, specifical students between the ages of 18 and 24 who are members of one or more social network sites such as Facebook or MySpace. In doing so, this study will test the assertions of other studies that have found Internet advertising to be relatively ineffective, despite the enormous amount of money – estimated to be above eight billion dollars annually (Manchanda, et al. , 2003, Yongmin & Chuan, 2006, Einhorn, 2007, and Ghose & Sha, 2007) – spent by advertisers each year.

The metric which is most often cited to measure Internet advertising effectiveness is the ‘ click-through’ , and this rate is estimated to be about 0.5% (Manchanda, et al. , 2003), meaning that for every 1,000 viewers of an advertisement only five will ‘ click’ it to view the associated commercial site. To compensate for this dismally low rate of penetration, advertisers have turned to ‘ targeted’ advertising such as search-term related ads and targeted social network ads to reach a more relevant and interested audience. This study will add to the existing body of research by examining in close detail specific forms of Internet advertising – targeted, personalised advertising through the media of social networking sites – which have not been researched in-depth until now.

It will have both objective and subjective measures that are attainable through primary and secondary research. Objective measures to be obtained through primary research consisting of a survey of Internet users include Internet usage in terms of units of time per time period, number of visits per time period to particular social network sites, number of times in a given period observing/clicking advertisements, and number of times within a given period using the Internet to make purchases.

Subjective measures include recall of ads, general impressions and feelings towards specific aspects of ads. In order to ensure the relevance of these primary research results, a survey group large enough to be statistically significant will be sampled.

References

Becker, Gary S., and Murphy, Kevin M. (1993) A Simple Theory of Advertising as a Good or Bad. Quarterly Journal of Economics, November 1993: 941-963.

Canals-Cerda, José J. (2006) Advertising as a Signal in an Internet Auctions Market. Federal Reserve Bank of Philadelphia, 5 October 2006. [Internet] Retrieved 11 February 2009 from SSRN: http://ssrn.com/abstract=935093.

Cannon, Alexander W. (2008) Regulating AdWords: Consumer Protection in a Market Where the Commodity is Speech. Seton Hall Law School, 15 April 2008. [Internet] Retrieved 11 February 2009 from SSRN: http://ssrn.com/abstract=1120880.

Castronova, Edward (2005). Real Products in Imaginary Worlds. Harvard Business Review, May 2005, 20-22.

Chatterjee, Patrali, Hoffman, Donna L., and Novak, Thomas P. (2003) Modeling the Clickstream: Implications for Web-Based Advertising Efforts. Marketing Science, 22(4), 520-541.

Chen Yongmin and Chuan He. (2006) Paid Placement: Advertising and Search on the Internet. NET Institute Working Paper No. 06-02, September 2006. [Internet] Retrieved 11 February 2009 from SSRN: http://ssrn.com/abstract=936472.

Coyle, James R., and Thorson, Esther (2001). The Effects of Progressive Levels of Interactivity and Vividness in Web Marketing Sites. Journal of Advertising, XXX(3), 65-77.

Deutsch, Emily W. (2005) Too Many Open Windows? Exploring the Privacy Implications of Pop-Up Ads. University of Ottawa Law & Technology Journal, 2(2), 397-424.

Devine, Kristine L. (2008) Preserving Competition in Multi-Sided Innovative Markets: How Do You Solve a Problem Like Google?(September 5, 2008). North Carolina Journal of Law and Technology, 2009 (forthcoming). [Internet] Retrieved 10 February 2009 from SSRN: http://ssrn.com/abstract=1278265.

Drèze, Xavier, and Hussherr, François-Xavier (2003). Internet Advertising: Is Anybody Watching? Journal of Interactive Marketing, 17(4), 8-23. Also available from http://www.xdreze.org/Publications/eye.html.

Einhorn, Michael A. (2007). How Advertising and Peer-to-Peer are Transforming Digital Media and Copyright. Journal of the Copyright Society, Spring 2007. [Internet] Retrieved 10 February 2009 from SSRN: http://ssrn.com/abstract=1009841.

Evans, David S. (2008). The Economics of the Online Advertising Industry. Review of Network Economics, 7(3). [Internet] Retrieved 11 February 2009 from http://www.rnejournal.com/artman2/publish/Vol7_3/The_Economics_of_the_Online.shtml.

Ghose, Anindya, and Sha Yang (2007). An Empirical Analysis of Search Engine Advertising: Sponsored Search in Electronic Markets. NET Institute Working Paper No. 07-35, September 2007. [Internet] Retrieved 10 February 2009 from SSRN: http://ssrn.com/abstract=1022467.

Hairong, Li, Cheng Kuo, and Russell, Martha G. (1999). The Impact of Perceived Channel Utilities, Shopping Orientations, and Demographics on the Consumer’s Online Buying Behavior. Journal of Computer-Mediated Communication, 5(2) [Internet]. Retrieved 10 February 2009 from http://jcmc.indiana.edu/vol5/issue2/hairong.html.

Huhmann, Bruce A. (2003) Visual Complexity in Banner Ads: The Role of Color, Photography, and Animation. Visual Communication Quarterly, 10, 10-17.

Hyokjin Kwak, Fox, Richard J., and Zinkhan, G.M. (2002) What products can be successfully promoted and sold via the Internet? Journal of Advertising Information Systems, 42(1), 23-38.

Karlsson, Linda. (2007) Advertising Theories and Models: how well can these be transferred from text into reality? (Dissertation, University of Halmstad, Sweden) Retrieved 15 February 2009 from http://dspace.hh.se/dspace/handle/2082/1206.

Koufaris, Marios (2002). Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior. Information Systems Research, 13(2), 205-223.

Krishnamurthy, Sandeep (2000). Deciphering the Internet Advertising Puzzle. Marketing Management, 9(3), 35-39.

Krishnamurthy, Sandeep (2002). Spam Revisited. Quarterly Journal of Electronic Commerce, 1 (4), 305-321.

Liu, Yuping, and Shrum, L.J. (2002). What is Interactivity and Is It Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness. Journal of Marketing, 31, 53-64.

Lohse, Gerald L., Bellman, Steven, and Johnson, Eric J. (2000). Consumer buying behavior on the Internet: findings from panel data. Journal of Interactive Marketing, 14, 15-29.

Macnamara, J. (2006) Media Content Analysis: Uses, Benefits, and Best Practice Methodology. Research Paper, CARMA Asia-Pacific/Media Monitors, Ltd. Retrieved 9 February 2009 from http://mediamonitors.com.au.

Manchanda, Puneet, Dubé, Jean-Pierre, Khim Yong Goh, and Chintagunta, P. K. (2003) Banner Advertising as a Customer Retention Tool in Customer Relationship Management. Retrieved 11 February 2009 from SSRN: http://ssrn.com/abstract=468120.

Manchanda, Puneet, Dubé, Jean-Pierre, Khim Yong Goh, and Chintagunta, P. K. (2006) The Effect of Banner Advertising on Internet Purchasing. Journal of Marketing Research, 43(1), 98-108.

Mazumdar, Sitanath, and Bhattacharyya, P. R. (2007) An Introspection into the Advertising Theories of FMCG Products: A Case Study of the Pen Industry. The Icfai Journal of Marketing Management, 6(3): 63-75.

McGeveran, William (2009). Disclosure, Endorsement, and Identity in Social Marketing. University of Illinois Law Review, 2009 (forthcoming); Minnesota Legal Studies Research Paper No. 09-04, 28 January 2009. [Internet] Retrieved 10 February 2009 from SSRN: http://ssrn.com/abstract=1334406.

Pavlou, Paul A., and Stewart, David W. (2000). Measuring the Effects and Effectiveness of Interactive Advertising: A Research Agenda. Journal of Interactive Advertising, 1(1) [Internet]. Retrieved 14 February 2009 from http://www.jiad.org/article6.

Peterson, Robert A., Balasubramanian, Sridhar, and Bronnenberg, Bart J. (1997). Exploring the Implications of the Internet for Consumer Marketing. Journal of the Academy of Marketing Science, 25(4), 329-346.

Porter, Michael E. (2003) Strategy and the Internet. Harvard Business Review On-Point, 2003. [Internet] Retrieved 10 February 2009 from http://www.mi-dori.com/ppt/porter.pdf.

Rodgers, Shelly, and Thorson, Esther (2000). The Interactive Advertising Model: How Users Perceive and Process Online Ads. Journal of Interactive Advertising, 1(1) [Internet]. Retrieved 10 February 2009 from http://jiad.org/article5.

Rutz, Oliver J., and Bucklin, Randolph E. (2007) A Model of Individual Keyword Performance in Paid Search Advertising. Retrieved 10 February 2009 from SSRN: http://ssrn.com/abstract=1024765.

StatSoft, Inc. (2008) Data Mining Techniques. Retrieved 17 February 2009 from http://www.statsoft.com/textbook/stdatmin.html#eda.

Tåg, Joacim (2007). Paying to Remove Advertisements. HECER Discussion Paper No. 162, May 2007. [Internet] Retrieved 11 February 2009 from SSRN: http://ssrn.com/abstract=1084382.

Trusov, Michael, Bucklin, Randolph E., and Pauwels, Koen H. (2008). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site. Robert H. Smith School Research Paper No. RHS 06-060, 24 April 2008. Retrieved 10 February 2009 from SSRN: http://ssrn.com/abstract=1129351.

Weiyin Hong, Thong, James Y. L., and Kar Yan Tam (2004). Does Animation Attract Online Users’ Attention? The Effects of Flash on Information Search Performance and Perceptions. Information Systems Research, 15(1), 60-86.

Wilbur, Kenneth C., and Yi Zhu (2008) Click Fraud. Marketing Science, 24 October 2008. [Internet] Retrieved 11 February 2009 from http://mktsci.journal.informs.org/cgi/content/abstract/mksc.1080.0397v1.

Zhang, Ping (2000). The Effects of Animation on Information Seeking Performance on the World Wide Web: Securing Attention or Interfering with Primary Tasks? Journal of the Association for Information Systems, 1(1), 1-28.

Zaichkowsky, Judith L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12(3), 341-352.

Zarsky, Tal (2006) Online Privacy, Tailoring, and Persuasion. In: K. Strandburg and D. Stan Raicu (Eds.), Privacy and Technologies of Identity - A Cross-disciplinary Conversation (209-224). Chicago: Springer.

Zwick, Detlev, and Dholakia, Nikhilesh (2006). The Epistemic Consumption Object and Postsocial Consumption: Expanding Consumer-Object Theory in Consumer Research. Consumption, Markets and Culture, 9(1): 17-43. Retrieved 14 February 2009 from SSRN: http://ssrn.com/abstract=917594.

Download full paperFile format: .doc, available for editing
Contact Us