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Title:
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ONLINE ADVERTISING ON CONTENT AND SEARCH NETWORKS |
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Author(s):
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Maria Elena Aramendia-Muneta |
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ISBN:
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978-989-8533-42-5 |
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Editors:
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Mário Macedo, Claire Gauzente, Miguel Baptista Nunes and Guo Chao Peng |
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Year:
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2015 |
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Edition:
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Single |
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Keywords:
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Search Networks, Content Networks, Online advertising |
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Type:
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Short Paper |
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First Page:
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209 |
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Last Page:
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213 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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This short paper is a first attempt to connect Search and Content networks to the Elaboration Likelihood Model and Hedonic and Utilitarian Consumption in online advertising. Advertisers and academics should consider the propositions made in this short paper and theoretical foundations of search and content networks, in order to create ads more suitable for their potential and target customers. While advertisements on search networks should focus on price and value, advertisements on a content network should focus on entertainment and feelings. |
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