Clip 5 - Articles + Google Barometer - Haans et al, 2013
8 important questions on Clip 5 - Articles + Google Barometer - Haans et al, 2013
SEA (Search Engine Advertising) is a predominant form of advertising on the internet. It is the placement alongside organic (free) Web search results. How does the payment structure work?
What is researched in the Haans et al., 2013 article?
What is the Key Question when it comes to understanding the determinants of conversion rates and CTRs?
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According to the article there are 4 types of evidence, which are these?
- Anecdotal evidence: not further discussed in article, only shortly mentioned;
- Statistical evidence: any evidence that provides some kind of number;
- Causal evidence: provides the reason to buy something;
- Expert evidence: using the difference of a third party who confirms your claim.
What is an important factor that effects persuasion?
What are the 2 types of involvement of a searcher that can be distinguished?
- Low involvement - peripheral route;
- High involvement - central route.
What did the findings regarding high involved internet users (who take the central route) indicate?
What is a great advantage of Causal Evidence?
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