Chapter 8 Flashcards

1
Q

Why is it harder to reach younger people through traditional mass media?

A

That is because fewer young people watch TV or use a PC.

Instead, there is an increase in the amount of young people using a smartphone.

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2
Q

Where is the device used based on?

A
  • The type of activity conducted.

More complex and longer-taking actions –> tablet, laptop, or PC.
Sending e-mails, texting, social media –> smartphones.

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3
Q

Why is the ROI of mobile low?

A

Since mobile devices often have a low conversion rate. Not many people actually buy via their phone. They solely browse.

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4
Q

Why is the comparison of different devices often unfair?

A

Because it is based on last-click attribution.

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5
Q

What did Xu et al. (2017) investigate?

A

What the role is of having an additional device on an online retailer.
In this experiment, a tablet was used.

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6
Q

What were the results of Xu et al.’s research?

A
  • Adopters of the iPad had a higher overall sales after adoption.
  • Revenue and sales share of the smartphone increased for this group after adoption of the iPad.
  • Revenue and sales share of the PC decreased for this group after the adoption of the iPad.

ALL OF THIS IS BECAUSE OF THE INCREASE IN PURCHASE OF IMPULSE PRODUCTS.

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7
Q

Advantages smartphone

A
  • Ease of quick searches

- Portal (different locations)

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8
Q

Disadvantages smartphone

A
  • Low perceived security
  • Difficult when filling out forms
  • Difficult in making payments.
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9
Q

What will the research of Lambrecht and Tucker (2013), De Haan et al. (2017) and Xu et al. (2017) help with?

A

It could create new possibilities to improve retargeting effectiveness.

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10
Q

Cross-device targeting

A

Serving targeted advertising to consumers across multiple platforms and devices.

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11
Q

Two dimensions of location-based advertising

A
  • Temporal targeting

- Geographical targeting

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12
Q

What is the main effect of multi-device usage?

A

If you are using more than one device, your total purchasing amount increases compared to only using one device.

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13
Q

What is the main effect of device switching on sales?

A

If people switch from a mobile device to a non-mobile device, we see a conversion increase of over 70% on average.

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14
Q

Disadvantages pc / laptop

A
  • Difficult for quick searches

- Low portability

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15
Q

Advantages pc / laptop

A
  • High perceived security
  • High ease in filling out forms
  • High ease in making payments.
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16
Q

Advantages tablet

A
  • Relative security
  • High ease of quick searches
  • Relative portability
  • Relatively ease in filling out forms.
  • Relative ease in making payments.