研討日期

20125512:00 ~ 13:00

研討地點

台大社會科學院26教室

討論題目

題目

作者

文獻出處

The informativeness of on-line advertising

Greg Taylor

International Journal of Industrial Organization

報告人

張志偉

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

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.