Lecture on Mobile Advertising and Internet Advertising
Added on 2021-06-16
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Running head: PORTFOLIOSPut Title here Student’s nameName of the Institute
PORTFOLIOS Portfolio – Week 6 Lecture This week I learned about online advertising and Internet advertising. I also learned aboutthe difference between the mobile ads, display ads and other traditional form of ads. I have learned that mobile platform is the best way to reach out to consumers. In this era of technology, the time spend on mobile phone has increased exponentially (Andrews, Luo, Fang & Ghose, 2015). Therefore, it would make sense for brands and organizations to target people on their mobile devices. This week, I also learned about the basic concepts of consumer behaviour and purchasing, and how consumers behave online. It is interesting to analyse the key purchase triggers for online audiences. In the online world, buyer decision is influenced by number of internal and external factors. The advertisement in any format is an effective external stimulus that drives consumers to take the purchase decision (Hofacker, De Ruyter, Lurie, Manchanda & Donaldson, 2016). The power of mobile advertisements is the ability to control Ad spillage. For example, with TV advertisement, the same Ad is rendered to all the audiences. A female shampoo brand would end up showing the advertisement to male, elder and kids as demographics cannot be controlled over TV advertisement. On the other hand, advertisement on mobile platform, provides ability to advertisers to render customize Ads based on the audience profile. The mobileAd networks like Facebook and Google have access to our demographics and our location history. With our behaviour and interest, the Ad networks create our audience profiles. These audience profiles are then sold to brands and advertisers. For example, the auto brand like BMW would be interested to show Ads only to high income consumers who are decision makers and automotive enthusiasts. This is possible with mobile Ad network as they have the audience persona of automotive enthusiasts.
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