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研討日期 |
2012年5月5日12:00
~ 13:00 |
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研討地點 |
台大社會科學院26教室 |
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討論題目 |
題目 |
作者 |
文獻出處 |
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The informativeness of on-line advertising |
Greg Taylor |
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報告人 |
張志偉 |
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參加人員 |
黃鴻、梁文榮、林燕淑、吳芝文、林晏如、高國峯、陳金盛、蔡明芳、呂得成、丁虹仁、王羿傑、吳宜謙、張志偉、黃品錚、許至乙、施姵全 |
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摘要 |
p Sending general advertisements with inflationary claims may
attract additional visitors with whom an advertiser is poorly matched. This
is costly when ads are priced per-click because many visitors (clickers) will
not purchase. This renders per-click advertising particularly conducive to
the transmission of information via ads. The admissibility of information
depends not only on advertiser behaviour, but also upon consumers’
interpretation of and trust in ads. In less conducive environments, consumers
quickly learn to place little stock in the claims they see advertised. This
mechanism undermines the ability of advertisers and consumers to communicate
under per-impression or per-sale fee structures. Consumers benefit from
increased informativeness, but distortions introduced by the market power
given to advertisers imply that society may be better-off with no information
transmission taking place. |
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