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

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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.


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