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You searched for subject:(paid search marketing). Showing records 1 – 3 of 3 total matches.

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Queen Mary, University of London

1. Mok, Sungho. Trade mark use in paid search marketing and direct liability.

Degree: PhD, 2014, Queen Mary, University of London

The thesis considers the scope of trade mark protection against the context of paid search marketing. The hypothesis is that ‘fair and efficient competition’ is at the heart of the balance between interested parties and between trade mark protection and between free speech. This introduces the concept of a 'virtuous cycle' in the application of trade mark law. this thesis suggests that fair and efficient competition should be the ultimate purpose of trade mark law. The concept can be furthered by protecting pro-competitive trade mark functions: the intra trade mark information function and the inter-trademark differentiation function. Thus, only where third party use third party use is likely to harm the information and differentiation functions of owners' trade marks user could be liable. In a democratic society, there is anadditional consideration:thebalance between trade mark protection and free speech. Where third parties use trade marks in non-commercial contexts, likelihood of confusion or dilution should be the result ofactual malice or calculated falsehood. These two considerations are tested against the real world context of paid search marketing. Based on the protection of pro-competitive trade mark functions and speech restriction standards, and the relevance of actual and direct context and circumstances of paid search marketing, advertisers can be liable for their use of trade marks even when they do not include trade marks in their advertisements. Search engines, however,are not responsible for their use ‘under current practices,’ whether or not trade marks are included in advertisements. The thesis supports that trade mark law and jurisprudence should transform the cycle that starts with the balance of interests and end with fair and efficient competition into a virtuous spiralwhere one feeds the other; the two are inextricably linked.

Subjects/Keywords: 346.04; Law; Trade Mark Protection; Paid Search Marketing

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APA (6th Edition):

Mok, S. (2014). Trade mark use in paid search marketing and direct liability. (Doctoral Dissertation). Queen Mary, University of London. Retrieved from http://qmro.qmul.ac.uk/xmlui/handle/123456789/8772 ; https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.667277

Chicago Manual of Style (16th Edition):

Mok, Sungho. “Trade mark use in paid search marketing and direct liability.” 2014. Doctoral Dissertation, Queen Mary, University of London. Accessed November 27, 2020. http://qmro.qmul.ac.uk/xmlui/handle/123456789/8772 ; https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.667277.

MLA Handbook (7th Edition):

Mok, Sungho. “Trade mark use in paid search marketing and direct liability.” 2014. Web. 27 Nov 2020.

Vancouver:

Mok S. Trade mark use in paid search marketing and direct liability. [Internet] [Doctoral dissertation]. Queen Mary, University of London; 2014. [cited 2020 Nov 27]. Available from: http://qmro.qmul.ac.uk/xmlui/handle/123456789/8772 ; https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.667277.

Council of Science Editors:

Mok S. Trade mark use in paid search marketing and direct liability. [Doctoral Dissertation]. Queen Mary, University of London; 2014. Available from: http://qmro.qmul.ac.uk/xmlui/handle/123456789/8772 ; https://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.667277


Brno University of Technology

2. Lizuch, Filip. Návrh, tvorba a implementace aplikace pro placené kampaně ve firemním prostředí: Design, Development and Implementation of Application for Paid Campaigns in the Corporate Environment.

Degree: 2020, Brno University of Technology

This diploma thesis focuses on the analysis of the company iPARTNER s.r.o. and its development over the course of the past several years. To evaluate the company’s current state, the thesis uses the following analytical methods: SWOT, 7S, SLEPT, and an analysis of the paid search campaign service tools. The solution developed in this thesis provides both the clients, as well as the employees of the company with a more effective tool for comparing and determining the metrics used in paid search campaigns. Advisors/Committee Members: Dydowicz, Petr (advisor), Porubän, Richard (referee).

Subjects/Keywords: informačný systém; analýza; platené kampane; progresívne webové aplikácie; information system; analysis; paid search marketing; progressive web applications

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Lizuch, F. (2020). Návrh, tvorba a implementace aplikace pro placené kampaně ve firemním prostředí: Design, Development and Implementation of Application for Paid Campaigns in the Corporate Environment. (Thesis). Brno University of Technology. Retrieved from http://hdl.handle.net/11012/192927

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Chicago Manual of Style (16th Edition):

Lizuch, Filip. “Návrh, tvorba a implementace aplikace pro placené kampaně ve firemním prostředí: Design, Development and Implementation of Application for Paid Campaigns in the Corporate Environment.” 2020. Thesis, Brno University of Technology. Accessed November 27, 2020. http://hdl.handle.net/11012/192927.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

MLA Handbook (7th Edition):

Lizuch, Filip. “Návrh, tvorba a implementace aplikace pro placené kampaně ve firemním prostředí: Design, Development and Implementation of Application for Paid Campaigns in the Corporate Environment.” 2020. Web. 27 Nov 2020.

Vancouver:

Lizuch F. Návrh, tvorba a implementace aplikace pro placené kampaně ve firemním prostředí: Design, Development and Implementation of Application for Paid Campaigns in the Corporate Environment. [Internet] [Thesis]. Brno University of Technology; 2020. [cited 2020 Nov 27]. Available from: http://hdl.handle.net/11012/192927.

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation

Council of Science Editors:

Lizuch F. Návrh, tvorba a implementace aplikace pro placené kampaně ve firemním prostředí: Design, Development and Implementation of Application for Paid Campaigns in the Corporate Environment. [Thesis]. Brno University of Technology; 2020. Available from: http://hdl.handle.net/11012/192927

Note: this citation may be lacking information needed for this citation format:
Not specified: Masters Thesis or Doctoral Dissertation


University of Southern California

3. Lu, Shijie. Essays on online advertising markets.

Degree: PhD, Business Administration, 2015, University of Southern California

My dissertation examines novel interactions between consumers and advertisers enabled by Internet platforms with new targeting technologies in online advertising markets. As paid‐search and display become two most prevalent forms of online advertising, this dissertation empirically investigates the consumer and advertiser interactions in these two online advertising markets. ❧ In my first essay, I examine the determinant of competition and its impact on click‐volume and cost‐per‐clicks in paid‐search advertising. I regard each keyword as a market and measure the competition by the number of ads on the paid‐search listings. I build an integrative model of the number entrant advertisers, the realized click‐volume and cost‐per‐clicks of each entrant. The proposed model is applied to data of keywords associated with digital camera/video and accessories. Results indicate that the number of competing ads has a significant impact on baseline click‐volume, decay factor, and value‐per‐click. These findings help search advertisers assess the impact of competition on their entry decisions and advertising profitability. The proposed framework can also provide profit implications to the search host regarding two polices: raising the decay factor by encouraging consumers to engage in more in‐depth search/click‐through, and providing coupons to advertisers. ❧ As Internet advertising infomediaries now provide rich competition‐related information, search advertisers are becoming more strategic in their keyword decisions. In the second essay, I explore whether positive or negative spillover effects occur in advertisers’ keyword entry decisions, which lead to assimilation or differentiation in their keyword choices. I develop a model of advertisers’ keyword decisions based on the incomplete‐information and simultaneous‐move game with two novel extensions: (i) I allow the strategic interactions to vary with advertisement positions to reflect consumers’ top‐down search pattern; and (ii) I infer potential entrants of a keyword by modeling the advertisers’ keyword consideration process to capture their limited capacity in analyzing all existing keywords. Using a panel dataset of laptop‐related keywords mainly used by 28 manufacturers, retailers, and comparison websites that advertise on Google, I find both assimilation and differentiation tendencies, which vary across firm types and the expected ranking of competing firms. A counterfactual simulation suggests that the more accurate competition information provided by infomediaries leads to a market‐expansion effect. ❧ Behavioral targeting, displaying personalized advertisements based on consumers’ past online behaviors, has become a popular practice in the online advertising industry. Yet, empirical research on behavioral targeting remains relatively nascent. The final essay studies the impact of targeting level on three key players (users, advertisers, and the advertising host) in behaviorally targeted display advertising. The targeting level is defined as an inverse scale of the number… Advisors/Committee Members: Yang, Sha (Committee Chair), Dukes, Anthony (Committee Member), Shum, Matthew (Committee Member), Yang, Botao (Committee Member).

Subjects/Keywords: online advertising; Internet marketing; paid search; competition; generalized second-price auction; entry; incomplete-information game; infomediary; behavioral targeting; Bayesian estimation

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APA · Chicago · MLA · Vancouver · CSE | Export to Zotero / EndNote / Reference Manager

APA (6th Edition):

Lu, S. (2015). Essays on online advertising markets. (Doctoral Dissertation). University of Southern California. Retrieved from http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/548697/rec/2472

Chicago Manual of Style (16th Edition):

Lu, Shijie. “Essays on online advertising markets.” 2015. Doctoral Dissertation, University of Southern California. Accessed November 27, 2020. http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/548697/rec/2472.

MLA Handbook (7th Edition):

Lu, Shijie. “Essays on online advertising markets.” 2015. Web. 27 Nov 2020.

Vancouver:

Lu S. Essays on online advertising markets. [Internet] [Doctoral dissertation]. University of Southern California; 2015. [cited 2020 Nov 27]. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/548697/rec/2472.

Council of Science Editors:

Lu S. Essays on online advertising markets. [Doctoral Dissertation]. University of Southern California; 2015. Available from: http://digitallibrary.usc.edu/cdm/compoundobject/collection/p15799coll3/id/548697/rec/2472

.