Annotated Bibliography

Mini-Annotated Bibliography

Agarwal, A., Hosanagar, K., & Smith, M. D. (2011). Location, Location, Location: An analysis of Profitability of Position in Online Advertising Markets. Journal of Marketing Research, 1057-1073.
The writers for this journal article gage the influence of ad placement on expenses and profits produced from sponsored search. Their tactic uses data generated through a field experiment for several keywords from an online retailer 's ad campaign. They analyze click-through rate decreases/increase along with conversion rates decreases/increases with position. The authors ' results inform the advertising strategies of firms participating in sponsored search auctions and provide insight into consumer behavior in these environments.
Denk, M., Oberecker, K., & Wakolbinger, L. M. (2009). The Effectiveness of Combining Oline and Print Advertisements. Journal of Advertising Research, 360-372.
The writers for this article analyze cross-media advertising effectiveness of print and online media as well as the impact of combining these two media forms on overall advertising effectiveness. Their study shows existing findings for print and online advertising features and the advantages and disadvantages to cross-media advertising. The authors also go on to discuss the increase and the emphasis on integrated communication strategies and the importance of the internet. They also explore whether or not the combination of online and print advertising induces higher values of advertising effectiveness than it has in the past.
Song, P., Techatassanasoontorn, A., Xu, H., & Zhang, C. (2011). The Influence of Product Intergration on Online Advertising Effectiveness. Electronic Commerce Research & Applications, 288-303. The writers discuss the amount of resources being spent on online advertising and examine the effectiveness of online advertising. The authors look into defining Cross-product and what it is related to their study. Their research examines the

Bibliography: Agarwal, A., Hosanagar, K., & Smith, M. D. (2011). Location, Location, Location: An analysis of Profitability of Position in Online Advertising Markets. Journal of Marketing Research, 1057-1073. The writers for this journal article gage the influence of ad placement on expenses and profits produced from sponsored search. Their tactic uses data generated through a field experiment for several keywords from an online retailer 's ad campaign. They analyze click-through rate decreases/increase along with conversion rates decreases/increases with position. The authors ' results inform the advertising strategies of firms participating in sponsored search auctions and provide insight into consumer behavior in these environments. Denk, M., Oberecker, K., & Wakolbinger, L. M. (2009). The Effectiveness of Combining Oline and Print Advertisements. Journal of Advertising Research, 360-372. The writers for this article analyze cross-media advertising effectiveness of print and online media as well as the impact of combining these two media forms on overall advertising effectiveness. Their study shows existing findings for print and online advertising features and the advantages and disadvantages to cross-media advertising. The authors also go on to discuss the increase and the emphasis on integrated communication strategies and the importance of the internet. They also explore whether or not the combination of online and print advertising induces higher values of advertising effectiveness than it has in the past. Song, P., Techatassanasoontorn, A., Xu, H., & Zhang, C. (2011). The Influence of Product Intergration on Online Advertising Effectiveness. Electronic Commerce Research & Applications, 288-303. The writers discuss the amount of resources being spent on online advertising and examine the effectiveness of online advertising. The authors look into defining Cross-product and what it is related to their study. Their research examines the qualifications of online advertising effectiveness with a stress on the effect of product integration. Viewing product integration as an incentive that influences consumers’ purchasing habits and choices, this article proposes a research model and uses two studies in providing background and facts for their research. This article contributes providing important insights regarding online information product promotion design. Yang, T. (2012). The Decision Behavior of Facebook Users. Journal of Computer Information Systems, 50-59. The writer investigated the determinant factors for the successful implementation of Facebook marketing by enterprises. This study tested the impact transferring messages through media on the message receiver 's decision-making behavior. A total of 256 smart-phones "Facebookers" were selected as research samples. The research findings included advertising messages provided by the author 's close friends and by commercial sources in he looked at both consumer brand attitudes and purchasing intentions.