The Advertising effects of headline Ads on the internet

• Main Authors: Shuo-chan Hsu, 許碩展
• Other Authors: Luarn Pin
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/r5b43j

碩士 === 國立臺灣科技大學 === 企業管理系 === 102 === Company usually communicates people with advertisement. In recent years , Internet advertising benefits enterprises more and more, and the Internet advertising market continuously grow up. The popularity of social websites and mobile devices greatly advance the advertisement interest. There are more types of ads can be selected. In the past, many researches on the effect of internet advertising are user–oriented. This kind of research ignored the issue of the volume of advertising circulation. According to “Exposure” indicator and “interactive” indicator proposed by Novak & Hoffman (1997), I designed an experiment to measure advertising effects. In the experiment, I purchased e-mail advertising, text links, Google keyword advertising, and Facebook advertising for a week. After a week, I collect and analyze the data from the real world on the internet. Finally, I try to find the reasons to explain the differences between different media.