Online advertisement morphing : empirical and strategic implications

Today's age of information centric globalization over the Internet requires customer awareness by not only good content communication, but also trust and empathy. Trust and Empathy can be generated only when the sellers understand customers. This is only possible when sellers are aware about how the customers conceive the advertisement presented to them over the web. Fortunately, this knowledge is facilitated by analyzing customer buying behaviour and understanding the cognitive behaviour of the customer using cognitive engines, stochastic measures and analytics. My research will focus towards empirical substantiation of the affects and implications of Morphing. The study includes methodologies that corporate world can formulate to develop strategic measures to target potential customers based on individual cognitive styles. The study also includes an analysis of the online advertising industry trends, interviews & perspectives of industry thought leaders, and business models of the future.

Department dc:contributor.department

Sloan School of Management.

Grantor dc:publisher

Massachusetts Institute of Technology

Year dc:date.issued

2010

Author dc:creator

• Siddiqui, Nabeel A. (Nabeel Ahmad)

Advisor dc:contributor.advisor

• Glen L. Urban.

• Sloan School of Management.

Statement dc:rights

• M.I.T. theses are protected by copyright. They may be viewed from this source for any purpose, but reproduction or distribution in any format is prohibited without written permission. See provided URL for inquiries about permission.

Licence dc:rights.uri

• http://dspace.mit.edu/handle/1721.1/7582

Language dc:language.iso

eng

Handle dc:identifier.uri

http://hdl.handle.net/1721.1/59146

OAI identifier oai:identifier

oai:dspace.mit.edu:1721.1/59146