Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)

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The Strategy to Maximize the Return on Advertising in the Internet Era

Authors
Shiyi Chen1, *
1Department of International Business and Economy, Shanghai University of International Business and Economy, Shanghai, China
*Corresponding author. Email: 21045066@suibe.edu.cn
Corresponding Author
Shiyi Chen
Available Online 31 December 2022.
DOI
10.2991/978-94-6463-036-7_140How to use a DOI?
Keywords
Adverting; E-commerce; Case analysis; Marginal analysis
ABSTRACT

Internet develops in a rapid way and the advertising industry also has changed these years. Companies have to adapt to the new market circumstance and seek new strategies to maximize the rerun of advertising. This paper collects various advertising strategies and vital factors, and screens out the key points, which are appropriate for the internet era, including consumer behavior, and media choice internet characteristics. It is aimed at helping companies to find practical strategies for advertising and maximize the profit from advertising. The traditional advertising industry contributes some useful theories to this paper. The combination of marginal analysis and opportunity cost is the innovation point in this paper as a new method to measure the amount of money spent on advertising, which is based on the consideration of the trade-off between quality and awareness of products. This paper also tends to find the solutions through the real case -- Nongfu Spring advertising strategy analysis.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
31 December 2022
ISBN
978-94-6463-036-7
ISSN
2352-5428
DOI
10.2991/978-94-6463-036-7_140How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Shiyi Chen
PY  - 2022
DA  - 2022/12/31
TI  - The Strategy to Maximize the Return on Advertising in the Internet Era
BT  - Proceedings of the 2022 2nd International Conference on Economic Development and Business Culture (ICEDBC 2022)
PB  - Atlantis Press
SP  - 951
EP  - 959
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-036-7_140
DO  - 10.2991/978-94-6463-036-7_140
ID  - Chen2022
ER  -