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Targeted online advertising : persuasion in an era of massless communication

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dc.contributor.advisor Glen Urban. en_US Baird, Eleanor Coumont en_US
dc.contributor.other Sloan School of Management. en_US 2009-01-26T22:02:05Z 2009-01-26T22:02:05Z 2008 en_US
dc.description Thesis (M.B.A.)--Massachusetts Institute of Technology, Sloan School of Management, 2008. en_US
dc.description This electronic version was submitted by the student author. The certified thesis is available in the Institute Archives and Special Collections. en_US
dc.description "June 2008." en_US
dc.description Includes bibliographical references (p. 73-76). en_US
dc.description.abstract In recent years, the decline of the mass media and the growth of a participatory and fragmented audience online have forced advertisers, agencies, and publishers to revise their thinking about delivering marketing messages to consumers. Changes in web technology and consumer behavior has, in many cases, increased opportunities to target advertising, yet how to make the most effective use of the web as a channel for commerce and communication has proven to be more elusive. This paper investigates the implications of this shift for consumers and industry; meaningful metrics for targeted ads; and the how, where and why of innovation in this field. Using this data, it also looks ahead to the future, and how evolving concepts of relevance and utility for consumers will shape online advertising in the years to come. en_US
dc.description.statementofresponsibility by Eleanor Coumont Baird. en_US
dc.format.extent 76 p. en_US
dc.language.iso eng en_US
dc.publisher Massachusetts Institute of Technology en_US
dc.rights M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission. en_US
dc.rights.uri en_US
dc.subject Sloan School of Management. en_US
dc.title Targeted online advertising : persuasion in an era of massless communication en_US
dc.type Thesis en_US M.B.A. en_US
dc.contributor.department Sloan School of Management. en_US
dc.identifier.oclc 294909115 en_US

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