The Strategy to Maximize the Return on Advertising in the Internet Era

Shiyi Chen ()
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Shiyi Chen: Shanghai University of International Business and Economy, Department of International Business and Economy

A chapter in Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022), 2022, pp 951-959 from Springer

Abstract: ABSTRACT Internet develops in a rapid way and the advertising industry also has changed these years. Companies have to adapt to the new market circumstance and seek new strategies to maximize the rerun of advertising. This paper collects various advertising strategies and vital factors, and screens out the key points, which are appropriate for the internet era, including consumer behavior, and media choice internet characteristics. It is aimed at helping companies to find practical strategies for advertising and maximize the profit from advertising. The traditional advertising industry contributes some useful theories to this paper. The combination of marginal analysis and opportunity cost is the innovation point in this paper as a new method to measure the amount of money spent on advertising, which is based on the consideration of the trade-off between quality and awareness of products. This paper also tends to find the solutions through the real case -- Nongfu Spring advertising strategy analysis.

Keywords: Adverting; E-commerce; Case analysis; Marginal analysis (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-036-7_140

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DOI: 10.2991/978-94-6463-036-7_140

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