ONLINE-ADS>> Internet Search Behavior

Marilyn Jones (Marilyn_Jones_at_bond.edu.au)
Fri, 27 Mar 1998 11:33:42 +1000

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My apologies in advance if I've overlooked a prior discussion on this topic
but I have a question for the group.

Looking at the popular topics of recent months, I see a lot discussion
about CPM, the value of click-throughs, and creating effective ads and
content. I haven't noticed anything about consumer/surfer intentions and
goals. Is there an implicit assumption that surfers are largely without
explicit product search goals or explicit purchase goals? Or, is it the
opposite? Or, does it not seem to matter sufficiently to either adjust ads
and content or to adjust ad placement? Are there any data or opinions
which address the distinction between a goal-directed surfer and one who is
not goal-directed?

Thanks for your comments.

Marilyn
<><><><><><><><><><><><><><><><>
Marilyn Y.Jones, Ph.D.
Bond University
School of Business
Gold Coast, QLD 4229
Australia
61-7-5595-2237 (office)
61-7-5595-1160 (fax)
Marilyn_Jones_at_bond.edu.au (e-mail)
<><><><><><><><><><><><><><><><>

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