Essays on Online Advertising

1. Research “Google” using Google, and describe the first two (non-Google, non-Wiki, non-Facebook) “website hits” that appear. How did these two “hits” make it to the “first displayed” positions in a Google search? In search of the term Google in the Google search engine, most of the initial websites that were displayed are those of Google Inc. The first non-Google websites to be displayed was CNN. The website reported on the death of Alan Rickman, an actor in Hilary Potter films who died at 69. The second non-Google website displayed is Daily Mail online homepage. Both are media houses. ...

INTRODUCTION

Children have long been a target of consumerism and marketing. Their young, immature minds are taken as the ideal grounds for expanding businesses and victimizing them into becoming the future consumers and materialists of the country. However, it is true that marketing to children is a gigantic social problem which also encompasses ethical and moral standards of individuals as well as of the growing children. There are many factors which promote child consumerism and there are several repercussions of this action. Children are individuals who need to be kept away from these environmental pressures and be allowed to grow ...

Electronic Commerce (E-Commerce) has become one of the most influential drivers of the world economy. The increase in traffic for online retailers and companies in all industry continue to grow exponentially. In the last decade, industries like Application Development to Fashion continue to increase their online presence. The effect of this E-Commerce wave has been felt in different countries as their economies grow exponentially. One of the most influential factors that continue to encourage this growth is the global need to become technologically literate. As the world turns towards this new direction, many factors test the legitimacy and importance ...

Executive summary

The stock price of Southern Cross Media Group Limited did not show any reaction to the announcement of the 2015 financial results. The stock price increased days before the announcement and the day after the event but declined two days after the announcement. Financial analysis of firm indicates that it has a strong liquidity, and this has improved over the last five years. Its debt to equity ratio has increased due to the capital reduction in accordance with the relevant statute. The year 2015 saw a decline in the profitability of the company although this did not affect the ...

BUSINESS PLAN FOR UNIVERSITY GROUPWORK COHESION (UGC)

Business Plan for University Groupwork Cohesion (UGC) Executive Summary The aim of this project is to design, develop, and market a mobile application for assisting students in their productivity especially when placed in groupings of several modules. Group works are considered one of the most hectic assignments that students are required to perform. However, as most of the students point out it is not the actual assignments that are hard but the interactions, planning and delivery of the work across several students. This project, therefore, aims to provide a simple and efficient means of handling such issues among students ...

Health industry is one of the largest and fastest growing sectors of the world economy. Consuming more than 10% of GDP in most developed countries, the health industry forms a significant part of the economies of developed countries (Schansberg, 2014). An analysis of the specifics of the health industry revealed six major forces affecting the growth prospects, namely the rapid aging of the population in all developed and many developing countries; a growing labor shortage of middle and junior managers; the introduction of new medical procedures; development and implementation of new treatment technologies; the health industry market globalization; and ...

It is in the advertisers’ best interests to show advertisements that match the search intent. This simple statement serves as the biggest difference between Google ads and Facebook ads. While the two methods of online advertising are considerably formidable, there are clear distinctions that set them apart. Google Adwords, Google’s advertising platform, reaches over 2.6 billion searchers every month, while Facebook allows the advertiser to target specific users depending on their interests and behaviors. This paper provides the argument that Google Adwords is a better advertising platform than Facebook Ads. This debate is important because advertisers can use ...

Business

2016-04-22

Executive Summary 3

I. Business description 4 II. Definition of the market 5 III. Description of proposed products or services 6 IV. Organization and management descriptions 7 V. Marketing strategy 10 VI. Financial management 12

References 14

Appendix A. 15 Executive Summary This paper presents the business plan of the online-store. It specializes in the sales of different kinds of tea with home delivery throughout the country. The name of a start-up of the retail online store is “Black & Green”. The main objectives, which the store faces today, are the following: the launching web site http://blackgreen.us; The motto of the startup is: “You ...

The advertising of the Texas Roadhouse needs to increase, by coming up with a communication theme that relates with the community from a cultural perspective, and this will be the key in creating an emotional connect with the target consumer. The advertising communication needs to be done by focusing on the headline and sub headline that needs to focus on the taste and image and a call to action, i.e. having a visit to Texas Roadhouse. It is imperative to make use of prominent influencers, in the communication, having local and international appeal, stars such as Jay Chou, Jackie ...

Introduction

Teenagers spend a big part of their free time looking for information on new fashion in the market hence advertisements content must always give the impression that such products are offered. Social media platforms, televisions, and movies are among popular information sources where the youths can find information on appealing products. Teens develop their general behavior by modeling the traits of others including their favorite actors which then influences their dressing codes. This implies that role models in movies, television programs and magazines as well as the trendy fashion advertised in social media platforms trigger consumption among teens. Since ...

Question 1: Why Google made the move

Google’s drive to get into the wireless market via the utilization of the 700MHZ Spectrum Auction was a chance to set up a fifty-state network. Apparently, such new product development would enable this company to turn out to be a cellular network operator. Indeed, this market encompasses corporations such as Verizon and AT&T; Google would not merely compete with such companies but would as well obtain an opportunity to engage in networking with other entities to come up some innovative products (Aune, 2008). The possibility of getting into the wireless market gives Google several prospective practices of growth ...

The Institutional Affiliation

The Professor's Name Abstract The report is aimed at providing the information about the Pilgrim Cleaners business locations in the Saint Antonio area. It discusses both the company and the clearing industry. The paper provides a short background and the history of the company. It also discusses in details the 4 P's of marketing, including the types of the services provided, the pricing, the places where the clients can use the company's services, and the advertising methods. The report defines strengthens, weaknesses, threats and opportunities of business by the Pilgrim Cleaners. It provides recommendations on how to improve and ...

Introduction

Growth of the online market and developments in online platforms have given rise to new media marketing, which refers to the use of social media, mobile platforms, and search engines to reach out to customers (Herman, 2011). New media tools facilitate exchanges of information between marketers and consumers. Easy transmission of customer information on the Internet has led to the issue of consumer privacy (Hann et al., 2007). Consumer privacy refers to the prerogative of consumers to be left alone or be free from unsolicited intrusion, consumer control over access to personal information they share online, and concealment of ...

Tencent is a social networking firm that provides various services to Chinese internet users. The company has shown accelerated growth since its establishment. The following discussion focuses on Tencent Holdings in terms of its growth, business model, value creation and market and growth granularity.

Growth

Why select Tencent

Tencent is an investment holding company that provides a variety of services such as; internet value-added services (IVAS), e-commerce transaction services, on-line advertising and mobile and telecommunication value-added services (MVAS). The company was founded in 1998 and forms one of the largest Internet Service Portal in China (Tencent Facesheet). The main aim of ...

1. Executive Summary

UniTour (short for “Uniting Tourism”) is a niche travel service provider that offers affordable prices for families and young groups of people. UniTour targets people who want to take a break from the technology and enjoy the genuine virtue of real-life communication. The second major target segment are families with communication problems. With the help of UniTour’s special services, its customers can experience a truly unique vacation that improves their relationships and encourages them to get to know each other better. UniTour’s motto is “No cellphones. No laptops. Only what truly matters.”

Key components of ...

Introduction

Web Tech Solutions is a company that specializes in the provision of services related to web technologies such as web development, web design and web hosting. In addition, the company also offers online advertising services. The presentation will provide an outline of the company’s vision, mission, and core values. Furthermore, a balanced score value will also be highlighted with a view of showing the strategic plan of the organisation.

Vision, Mission, Values

The vision of the company is to provide web development and online advertising services at the most affordable rates in the market. The vision is accompanied with the mission statement of the ...

Introduction

Home Health Plus is a new service based company. Till date the service offerings available in the retired and old age service market are limited. There are very few healthcare providers offering quality services, and there are very few products catering to the needs of the retired people. Home Health Plus plans to offer some unique products in this market. Currently, the services available for old age people are mainly provided if a person stays in an old age home or community.

Services like light housekeeping, laundry services, preparation of meals and snacks are offered at reasonable price only at old ...

Cyworld Case Study

Cyworld had 21 million users and earned revenue of $95 million in 2007 from three main sources i.e. $65 million from paid items (music, virtual gifts, etc.), $15 million from mobile networking, and $15 million from advertising. The social media marketing was an emerging industry with significant potential for both existing and digital marketing agencies during 2007-2008. Indeed, the user base was still expanding combined with emergence of new online platforms for social and professional networking. Therefore, the new CEO should focus on advertising and mobile networking in the future because it is anticipated that the business entities, celebrities, ...

Introduction

HUGE was founded in late 1990s, as one of the few firms that were meant to integrate new digital marketing strategies which were to reshape how marketing was done. The other companies formed in this time included Critical Mass, Organic and Razor fish among others. Other companies like Digitas that mainly focused on CRM began to enter the online marketing segment to get a piece of the pie. Companies have been making a shift towards online advertising in the time since the mid-1990s. This has been a factor that has enabled web development firms to grow very fast in size and ...

Introduction:

Advertising refers to marketing communication intended to attract the attention of potential consumers and convince them to buy certain products or subscribe to services. It also provides firms with ways of establishing brands through repeated advertisement (ad) presence which consumers associate with the brand in the advertising media. Traditional advertising media include radio, television, magazines, newspapers, and billboards. (Yuan et al, 2012). The advent of digital media such as the internet has had a profound impact on the advertising industry as new channels continue to supersede traditional media. The Internet has moved advertising beyond rudimental ad display methods to social ...

Impact of the Internet on Advertising

Impact of the Internet on Advertising

Introduction:

Advertising is a marketing communication tool used globally by organizations to influence the buying decisions of prospective customers. The advertising industry has undergone various transformations over the years with respect to media and in recent times, powerful technological advancements such as the Internet offer a new world of opportunities to advertisers. The Internet has changed the advertising industry dynamics by becoming the fastest growing advertising channel. Emerging technologies such as mobile phones and social media platforms have made it easier for advertisers to reach out to consumers. Traditional advertising still has its niche, but ...

Introduction

The effectiveness of advertising can be difficult to measure because there are so many different ways that advertising can be considered effective. Whether or not the advertising is effective also depends on the needs of the advertisers. Traditional metrics include sales, brand awareness, and a positive attitude toward the brand (Brenner, 1972). There are a lot of elements that can increase or decrease advertising effectiveness, including the media used to present the advertising and the type of message. For example, some messages are humorous, gender biased, creative, and multicultural. Modern advancements in technology have made digital media a huge part of ...

1.0 Introduction Websites are arrangements of interrelated web pages parented by a single web address or better known as a domain name hosted by a server. Initially websites were typically navigated for information only. The Internet evolved to incorporate unlimited functions such as electronic email communications, architectural designs and business transactions. Nowadays most, if not all, websites are designed to be a two-way method of communication between the sender and the receiver. The purpose of this report is to evaluate three (3) different kinds of websites and distinguishing their main functions: information, interactive, and trans-active. Considering how virtually most established and popular ...

Abstract

With the rapid growth of e-commerce and changes in consumer behavior, the importance of efficient digital brand building has come into a sharper focus. Marketers are in constant search for effective methods of brand developing and promoting. This writing reviews the literature on brand marketing, analyzes the modern tendencies of brand building and proposes the best digital opportunity for leading brands relying on their effectiveness for digital marketing. Key words: E-commerce, brand building, Internet, customer value proposition, operating model

Aim

Objectives - Review the literature on brand marketing and analyze the modern tendencies of brand building. - Study ...

Please type your name here

Please type your instructor name here Introduction With the advent and rising popularity of the Internet, marketers have found it worthwhile to advertise online. There are a whole load of commercial mails which have doing rounds in the recent box to many inboxes. They are intended at promoting a product or service and generally ask for a click on a specific link given in the commercial mail. Banner ads, pop up messages are a few other such similar things that try to grab the attention of users all the time when viewing a particular web page. These are some of the online marketing ...

Executive Summary

This report begins with company’s mission statement and brief introduction. It proceeds to presenting a detailed branding, pricing and distribution plans. The major competitors of the company are categorized in inter- and intra-competitors and their strengths and weaknesses are highlighted. The differentiation strategy in relation to closest competitor is also presented in this paper. StarTech is presented as struggling to become market leader. The salient issues pertaining to macro-economic issues are also presented in this report. Three main market trends are mentioned in this paper as technology, status symbol and fashion. The marketing implementation strategy, for StarTech’s new ...

Problem Definition in New Zealand Online Advertising

Online advertising is the most sought after form of marketing in today's business world. In New Zealand alone, over 65% of the population has used the internet research for products on the internet (Roy Morgan 2013). Such a fantastic growth percentage may have been recorded because a very influential number of people in New Zealand have acquired smart phones, which enable them to access the internet whenever they wish. In addition, the internet infrastructure in New Zealand is also very admirable compared to other parts of the country. Despite the success recorded for those who have engaged in internet advertising, many ...

For many years, advertising has been viewed as an important part of marketing. Communicating information about a product or service has always remained a challenge for marketers. In the modern society, the power of customers has increased. The methods of advertising are diverse. The challenge lies in identifying those differences and choosing an appropriate advertising strategy for customers. The important questions regarding advertising includes Does a product need advertising. What kind of advertising must be chosen for a product? Does the company possess adequate resources for a particular type of advertising, What role does advertising plays in the success of a product? With much speculation, ...

All business activities are largely covered by marketing. Business activities involve advertising, customer relations, sales and business development which are referred as marketing umbrella. Advertising is the general plan in which a business practices to boost sales as well as expanding market shares and hence improving profits. However, advertising is confused with marketing nevertheless they belong to one aspect. In business, advertising has two purposes they involves name recognition and information. It is important for a business to inform its customers swiftly as possible concerning sales, price fluctuations and inventory of new products or services within business. Therefore, marketing through advertising ...

Executive summary

Just Us! Coffee is the leader retailer and wholesaler of fair trade products in Canada. The company also deals in other fair trade products such as tea, sugar, and chocolate. Its main differentiation is to sell organic products under the fair trade umbrella. Fair Trade gives the company a sense of social responsibility and environmental responsibility in addition to dealing in premium quality products. The fair trade market is a growing market supported by its differentiation values. Just Us! Café wishes to expand its business in order to maintain its share of the current market in Canada. Meanwhile the company has ...

DIAGNOSING THE CHANGE: GOOGLE AND SAMSUNG

Introduction Google is a company that primarily engages in online advertising products. It obtains revenue from the sale of ads. On the other hand Samsung specializes in the production of end user electronic products. The 7S model is built on seven core elements namely; strategy, structure, shared values, style, systems, staff and skills. According to (Waterman, 2004), these components are interconnected and affect each other in determining the overall effectiveness of an organization. Samsung has incorporated business practices from the western world into its originally Japanese way of doing business. This way it has been able to ...

Critical Review between Google and Yahoo

Critical review between Google and Yahoo The growth of the web is undoubtedly one of the most remarkable innovations in the history of records and documentation. Virtually, the use of the web for obtaining information has been widely welcomed by millions of individuals across the world. Search engines provide better retrieval strategies when compared to other engines such as metasearch databases or library federated searches. Google, Yahoo!, Bing, and Baidu are examples of web search engines that offer access to websites. However, search results from one search engine differs from a similar search result using another engine because of ...

Vice President of Marketing

Web Based Co. LLC New York Dear Mr. Chong The attached report which you commissioned on January 4, 2013 gives our finding on the advertising mix that you should employ at your newly created company. Our report includes a review of the available channels that the company can use for effective advertisement and gives its recommendations based on findings in regards to cost, coverage, and other factors. I look forward to a discussion with you on the recommendations and will gladly oblige to a meeting with you and your staff regarding this report. Sincerely

Introduction

Marketing for ...

Controversial Television Advertising may be geared at attracting the more influential and younger crowds in society today. There may be growing proof that alcohol advertisers use unique appeals to get to youthful audiences (Jacobson, Atkins, and Hacker, 1983; Neuendorf, 1987). These publicity companies ought to be thinking about the content and substance they endorse to advertise on television. They sought to consider all age groups and not just their intended age groups. Adam Smith, says in his Theory of Moral Sentiment that, "Man should regard himself, not as detached or separated, but rather as a world citizen, a component of the ...

The Way Young Consumers Behave Prior to Their

Purchase Decision and Consumption A consumer’s belief and attitude have a major impact on how they perceive advertising and, conversely, the effectiveness of advertising helps shape consumer attitude and beliefs . Various studies have revealed that this concept applies to social media advertising too. Wang and Sun found that consumer attitude towards social media advertising is greatly influenced by their beliefs . If the consumer is sceptical about online advertising and social media as a medium of conveying genuine messages to masses, they are more likely to respond negatively or simply ignore social media advertising . Young people form one of ...

Executive Summary

Nokia is one of the leading brands in the whole world, and its main industry is the information and communication sector. Currently, it has engaged in sales in over 150 countries with about 130,000 employees in the countries where it has established its base. The company has managed to gain annual revenues of approximately 50.7 billion, generated by its main mobile technologies namely GSM and CDMA. The communication industry is growing very fast and the competition is rising among mobile phone providers. To cope with this competition, Nokia has managed to stay at the top of the game ...

Smartphone: Samsung Galaxy S III

Introduction

Advertising has virtually shaped the way mobile technologies are promoted and commercialized to targeted consumers. Advertising is dominantly used to shape the perceptions and thoughts of individuals in relation to a given product (Lacey 1998, p. 56). This is the platform that written, audio and visual adverts of Samsung Galaxy S III have adopted. Samsung Galaxy S III adverts have adopted certain distinguished features of media literacy that help them in attracting the current generation of consumers who are opting for digital and business-centric smart phones. The distinguished features of media literacy adopted by the smart phone are framed ...

More than often, marketing remain as an essential part of good management practice that involves a process of identifying customer needs, wants and wishes, and fully satisfying them. Integrated marketing communication is a concept formulated in the late 20th century that involves planning of both marketing and corporate strategies as a way of achieving customer satisfaction. More considerably, integrated marketing communication is a marketing strategy that includes the components of sales promotion, general advertising, direct marketing, as well as public relation, which involves adding value to products and services. In most cases, the changing customer’s preference and competition create the need for ...

There is no doubt that the current consumer culture is the most competitive the world has ever experienced and marketers are competing to a have a piece of the customer share. The global repercussions emanating from the global repercussions coupled with the financial constraints affect consumers and producers alike. To avoid business closure, firms are forced to learn the art of advertising in order to increase sustainable competitive advantage in controlling the market share. This paper limits itself to discussing the issue of advertising and consumer culture, including the relationship between these factors. For this reason, it examines Wang and Sun’ ...

Abstract

This paper presents the critically derived metrics and their respective required targets to develop a strategic balanced business scorecard for Web Tech Solutions. The balanced scorecard should facilitate in helping Web Tech Solutions to achieve its mission and vision while putting in practice their values and beliefs.

Balanced business scorecard

Introduction

The objective of this paper is to develop a balanced business scorecard for Web Tech Solutions based on the SWOT analysis done earlier. There are four perspectives for developing the balanced scorecard namely financial perspective, customer value perspective, process perspective and learning and growth (employee) perspective. The strategic objectives identified for each of ...

Conceptualizing a Business

Introduction

Conceptualizing a business requires gathering relevant data concerning the organization in order to have an insight of the importance of the vision and mission of the business enterprise, and the values that the business enterprise puts into consideration in order to evaluate their strategic direction. This paper represents a conceptualization of the Web Tech Solutions, with respect to the company’s vision, mission and its values. The paper will provide an overview of the company, the major products and services that the company provides and the types of customers that the company serves with respect to mission statement. In addition, ...

The company’s overview

Google is a multinational corporation based in the United States that is devoted to services related to internet search, online advertising and offering cloud-computing services to its clients. It was initially formed during September 4, 1998 by Larry Page and Sergey Brin as a private company; it later went public during August 19, 2004 through an Initial Public Offering (IPO). Google Inc.’s mission statement is “to organize the world’s information and make it universally accessible and useful” (Google Corporation, 2011). Google’s headquarters is currently located in Mountain View, California. Google’s rapid development saw the company engage in a ...

Since 1998 Google has rapidly won the popularity among users and has taken the leading position among search engines. Company’s market share was boosted up to 58.7 percent of the U.S. market, while the number of searches reached 4.8 billion. Domestic as well as foreign audience is gradually increasing day by day due to opportunities like target search, display advertising, and click-to-pay video. Google offers numerous effective advertising tools for advertising agencies and business-to-business companies such as reporting and ad management using DoubleClick.

New companies also realize the need to include search engines into their promotion strategy. It ...