100% satisfaction guarantee Immediately available after payment Both online and in PDF No strings attached
Previously searched by you
Target Audience. essay 1> An audience of one: Behaviorally targeted ads as implied social labels. ). essay 2 Goal-attribute compatibility in consumer choice. $7.05
Add to cart
Target Audience. essay 1> An audience of one: Behaviorally targeted ads as implied social labels. ). essay 2 Goal-attribute compatibility in consumer choice.
Target Audience. essay 1> An audience of one: Behaviorally targeted ads as implied social labels. ). essay 2 Goal-attribute compatibility in consumer choice.
Were you ever organizing a travel online, checking Skyscanner, eDreams and looking
up information about beaches in the perfect destination? Suddenly pop-ups with competitive
flight prices, possibilities of cars hire, and more offers appear, even when browsing social
media like Facebook? Targeting assumptions are made according to previous web
experiences, that inform eDreams and other competitive sites to offer you the most relevant
flight+ Hotel deal, Amazon to advise you on luggage and travel gear, while Instagram ads
will focus on beach wear and summer clothing. Companies’ ability to get ads in front of the
right consumers, according to a set of their online behaviours, enabling “behavioural
targeting” (Summers, Smith, Reczek, 2016).
Social labeling the target, by bombarding them with the right social label could
influence target enthusiasm: “Travelers’ choice” or “Best traveler’s deal”, similarly to
banners appearing on TripAdvisor and Booking.com could be more persuasive that “tourist”.
As argued by Summers et al., (2016), online-advertising should target label-
consistent behavior which will motivate targets to buy, triggered by their social label rather
than a persuasive argumentation. The ad should also include graphics consistent with the type
of target and select sites appropriate to the target reach and the ad type. Beach wear appearing
on Instagram is not immediately perceived as having selling intentions, while it would if
appearing on an online shop (Zalando). For a travel audience, the ad can appear on Facebook
or on webpages, where “sharing” is possible. This reduces firm’s prices, taking advantage of
targets’ voluntary promoting.
Reference:
Summers, C. A., Smith, R. W., Reczek, R. W. (2016). An audience of one:
Behaviorally targeted ads as implied social labels. Journal of
Consumer Research, 43, 156-178.
The benefits of buying summaries with Stuvia:
Guaranteed quality through customer reviews
Stuvia customers have reviewed more than 700,000 summaries. This how you know that you are buying the best documents.
Quick and easy check-out
You can quickly pay through credit card or Stuvia-credit for the summaries. There is no membership needed.
Focus on what matters
Your fellow students write the study notes themselves, which is why the documents are always reliable and up-to-date. This ensures you quickly get to the core!
Frequently asked questions
What do I get when I buy this document?
You get a PDF, available immediately after your purchase. The purchased document is accessible anytime, anywhere and indefinitely through your profile.
Satisfaction guarantee: how does it work?
Our satisfaction guarantee ensures that you always find a study document that suits you well. You fill out a form, and our customer service team takes care of the rest.
Who am I buying these notes from?
Stuvia is a marketplace, so you are not buying this document from us, but from seller rizzidays. Stuvia facilitates payment to the seller.
Will I be stuck with a subscription?
No, you only buy these notes for $7.05. You're not tied to anything after your purchase.
