Understanding Consumer Behavior for Sponsored Search

Jim Jansen

doi:10.1017/CBO9780511997686.007

5 - Understanding Consumer Behavior for Sponsored Search

Published online by Cambridge University Press: 05 August 2011

Jim Jansen

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Jim Jansen: Affiliation:
Pennsylvania State University

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Summary

Can advertising foist an inferior product on the consumer? Bitter experience has taught me that it cannot. On those rare occasions when I have advertised products which consumer tests have found inferior to other products in the same field, the results have been disastrous.

David Ogilvy, Confessions of an Advertising Man and Ogilvy on Advertising. Credited with revolutionizing modern advertising.

Advertising is perceived by some as a manipulative form of communication. However, successful practitioners in the advertising field have commented that advertising can be amazingly unsuccessful if the product does not resonate with the customer, which the quote from Ogilvy illustrates.

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Type: Chapter
Information: Understanding Sponsored Search
Core Elements of Keyword Advertising
, pp. 84 - 109

DOI: https://doi.org/10.1017/CBO9780511997686.007 [Opens in a new window]

Publisher: Cambridge University Press

Print publication year: 2011

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