Economics at your fingertips  


Mihai Tichindelean (), Sorina Cindrea, Stefan Cindea, Andreea Dobrila, Alexandru Govoreanu and David Iach

Studies in Business and Economics, 2009, vol. 4, issue 4, 158-168

Abstract: The Internet links people from all around the world in their purpose to exchange and get relevant information. Thus, relevant information is the corner stone of a society in general and of a company in particular. The exchange process within the information era is been initiated and controlled by the client. The marketers must wait until the clients decide to participate in the exchange. The clients define what information they need, what offers they are interested in and what prices they are willing to pay. This development enabled companies like Google to manage the different companies’ online targeted advertising using the initial query of the searching persons. Online advertising is nowadays an essential component of one’s company’s promotional mix.

Keywords: SEM (Search engine marketing); online advertising; CPC (cost per click); CTR (click-through rate); Ad Words; Ad Group (search for similar items in EconPapers)
Date: 2009
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