Browsing by Subject "Digital advertising"
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Item Advertising networks and the state of online advertising(2010-05) Lawson, Whitney Elizabeth; Williams, Jerome D., 1947-; Wilcox, Gary B.The current economic climate presents many challenges to advertisers. In 2009, advertising spending in the United States dropped 12.3 percent, forcing advertisers to focus on campaigns that prove a quick return on investment. As average time spent online continues to increases, so is the Internet’s contribution to society and the economy. Advertising budgets are being shifted online to reflect the growing importance of the Internet, and much of these budgets are being spent using advertising networks. These networks act as the intermediaries between advertisers and Web publishers and make online advertising accessible and affordable for small and large budgets alike. This paper explores the current state of Internet advertising with a close focus on advertising networks. The goal of this paper is to educate on the basics of online advertising and how to navigate the advertising network industry, so even an advertising novice can utilize their numerous benefits.Item Analyzing conversations on social media platforms and the potential impact of brand voice(2018-05) Weiss, Jessica Diane; Pounders, KathrynnWith advertising tactics becoming predominantly digital, social media outreach methods have secured their place in the tool belts of many brands. This thesis discussed three objectives in showcasing how Twitter’s involvement in online conversation could help the feminine product brand, Always. On the discovery of the dropping confidence levels in young girls, Always took to Twitter to encourage girls to never quit and to pursue sports and other activities #LikeAGirl. Additionally, Social Comparison Theory and the thin-idealization were studied in media images to discuss the reasons for the low self-esteem in girls. Ending observations determined that Always and its hashtag successfully created and sustained positive conversations in social media platforms. Moreover, future consequences could be promising through changing image standards in the media as well as positive influences taking action in children’s lives.Item Digital engagement and ad avoidance : the role of basic psychological needs in augmenting skippable ad effect(2020-06-26) Kim, Sujin, M.A.; Atkinson, Lucinda; Stephens, Keri; Drumwright, Minnette; Scheinbaum, AngelineIn response to consumer demand and constantly evolving digital technologies, advertisers are adopting diverse interactive advertising formats. Despite its popularity and advertisers’ growing reliance on interactive formats, relatively little is known about which technology features in interactive ads increase consumer-brand engagement. Notably, the academic literature has not said much about the underlying psychological mechanisms by which consumer’s motivational factors promote this engagement. Therefore, the purpose of this research is to understand the underlying psychological mechanism of consumer's digital engagement with interactive ads. This dissertation focused on two digital ad features: skip ad button and social plugin. In particular, building upon Self-Determination Theory (Deci and Ryan 2000; 2012), this research highlights the importance of fulfilling consumers’ basic psychological needs such as controllability (self-determination) as well as enhancing social influence in augmenting intrinsic motivations to engage in the digital ad, thereby increasing ad effectiveness. Additionally, this research proposes the conceptual framework of digital engagement.