ADM 2372 Lecture Notes - Lecture 8: Enterprise Resource Planning, Click-Through Rate, Web Banner
5 Jan 2018
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> a business (or individual) signs up as an associate of amazon. > the business (or individual) sends potential buyers to amazon using a banner ad. > the business (or individual) receives a commission when the referred customer makes a purchase on. Amazon: banner ad = box running across a web page that contains ads. > can be tracked (ad views, click- through) see next slide: ad views - each time you view a webpage with a banner ad (also called impressions, click-through - number-of-banners-clicked / number-of-banners-viewed. > e ectiveness of banner ads: less than 2% click-through rate, but exposure to banner ads improves brand image, the ability to measure their impact (i. e. , which site provided the most click-through) is important. > (pages 234-244) will not be covered in class and will not be covered in exams. Is separated along functional areas, no integration. Duplication of information, incompatibility between hardware & software platforms.
