A system developed and run by Google is one example of an advertising format that uses targeting. Website owners can enroll in the program to enable text, image, and video advertisements on their websites. These advertisements are administered by Google and generate revenue on either a per-click or per-impression basis. Google uses its search technology to embed ads according to the content of the web page being visited by the user, the user’s geographical location (by means of IP) and other data such as previous search histories in Google or pages visited by the user, cookies, length of session, operating system, browser used, etc.
Published in Chapter:
Improving the Effectiveness of Advertising in Internet Social Networking
Copyright: © 2012
|Pages: 30
DOI: 10.4018/978-1-61350-168-9.ch040
Abstract
In this paper we review the most recent developments and contributions in the field of social media to business and professional networking, marketing, and critical success factors including case studies in communications actions. More specifically, we focus on the role of advertising in Internet social networks (ISN) and their function as a channel of communication from the consumer’s perspective. To do so, we describe the important role ISNs play today in business strategies aimed at relationship marketing as well as the most widely-used advertising formats. We apply the Elaboration Likelihood Model of behavior to ISNs to gain a better understanding of advertising effectiveness from the standpoint of degree of involvement; distinguishing between vehicle exposure and ad involvement. Finally, factors that reduce the effectiveness of advertising in ISNs are revised using a model that focuses on cognitive avoidance. In the research, cognitive avoidance and advertising effectiveness are considered to be consequences of undesirable perceptions that emerge during exposure to advertisements.