Online advertisement morphing : empirical and strategic implications
Name
659536185-MIT.pdf
Description
Full printable version
Size
21.69 MB
Format
Adobe PDF
Checksum (MD5)
6de67b1e8472ccad16a50ef3ee2dae24
Author(s)
Siddiqui, Nabeel A. (Nabeel Ahmad)
Advisor(s)
Glen L. Urban.
Date Issued
2010
Publisher
Massachusetts Institute of Technology
Abstract
Today's age of information centric globalization over the Internet requires customer awareness by not only good content communication, but also trust and empathy. Trust and Empathy can be generated only when the sellers understand customers. This is only possible when sellers are aware about how the customers conceive the advertisement presented to them over the web. Fortunately, this knowledge is facilitated by analyzing customer buying behaviour and understanding the cognitive behaviour of the customer using cognitive engines, stochastic measures and analytics. My research will focus towards empirical substantiation of the affects and implications of Morphing. The study includes methodologies that corporate world can formulate to develop strategic measures to target potential customers based on individual cognitive styles. The study also includes an analysis of the online advertising industry trends, interviews & perspectives of industry thought leaders, and business models of the future.
Description
Thesis (S.M.)--Massachusetts Institute of Technology, Sloan School of Management, 2010.
Cataloged from PDF version of thesis.
Includes bibliographical references (p. 100-103).
Subjects
Sloan School of Management.
MIT Department
Sloan School of Management
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