Sharan Jagpal
- Published in print:
- 2008
- Published Online:
- September 2008
- ISBN:
- 9780195371055
- eISBN:
- 9780199870745
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195371055.003.0021
- Subject:
- Business and Management, Marketing
This chapter examines how the Internet affects the firm's marketing policies. It shows how the firm should choose its marketing strategies including pricing (distinguishing between the B to B and B ...
More
This chapter examines how the Internet affects the firm's marketing policies. It shows how the firm should choose its marketing strategies including pricing (distinguishing between the B to B and B to C markets) and advertising messages. In addition, it shows how the firm should coordinate its Internet advertising and sales force policies, including redesigning its sales force compensation plans. It discusss the effects of ownership structure (whether the advertising firm is privately or publicly held) on the firm's Internet advertising strategy. In addition, it analyzes a number of structural changes brought about by Internet advertising, including the purchase of advertising space via auctions, behavioral targeting, and conquest advertising.Less
This chapter examines how the Internet affects the firm's marketing policies. It shows how the firm should choose its marketing strategies including pricing (distinguishing between the B to B and B to C markets) and advertising messages. In addition, it shows how the firm should coordinate its Internet advertising and sales force policies, including redesigning its sales force compensation plans. It discusss the effects of ownership structure (whether the advertising firm is privately or publicly held) on the firm's Internet advertising strategy. In addition, it analyzes a number of structural changes brought about by Internet advertising, including the purchase of advertising space via auctions, behavioral targeting, and conquest advertising.
Sharan Jagpal
- Published in print:
- 2008
- Published Online:
- September 2008
- ISBN:
- 9780195371055
- eISBN:
- 9780199870745
- Item type:
- chapter
- Publisher:
- Oxford University Press
- DOI:
- 10.1093/acprof:oso/9780195371055.003.0014
- Subject:
- Business and Management, Marketing
This chapter begins by evaluating methods for determining how productive the firm's aggregate advertising spending is in both the short and long runs. Following this, it analyzes methods for ...
More
This chapter begins by evaluating methods for determining how productive the firm's aggregate advertising spending is in both the short and long runs. Following this, it analyzes methods for determining the productivities of different media when the firm uses multiple media (including digital advertising); in particular, it focuses on the effects of measurement error. It shows how marketing-finance fusion allows privately and publicly held firms to allocate their advertising budgets between upfront and scatter advertising, based on their respective risk attitudes. Finally, it analyzes how recent changes in Internet marketing (e.g., the growth of electronic exchanges and the emergence of conquest advertising) are likely to affect the structure of the advertising industry.Less
This chapter begins by evaluating methods for determining how productive the firm's aggregate advertising spending is in both the short and long runs. Following this, it analyzes methods for determining the productivities of different media when the firm uses multiple media (including digital advertising); in particular, it focuses on the effects of measurement error. It shows how marketing-finance fusion allows privately and publicly held firms to allocate their advertising budgets between upfront and scatter advertising, based on their respective risk attitudes. Finally, it analyzes how recent changes in Internet marketing (e.g., the growth of electronic exchanges and the emergence of conquest advertising) are likely to affect the structure of the advertising industry.
