I. Introduction: Google
Despite its humble beginning as a research project by Larry Page and Sergey Brin in 1996, Google attracted a vast majority of Internet users worldwide at its beginning. Swiftly evolving through a series of product developments, acquisitions, and partnerships, Google apace outgrew its competitors, Yahoo Search and MSN Search, and continued to grow. As of May 2009, Google h
1) 광고
런런왕의 수익 모델 중 현재 가장 큰 비중을 차지하는 것은 바로 온라인 광고이다. 2010년 기준으로 전체 수익의 42%를 차지하며 게임 서비스와 비슷한 비중을 차지했던 온라인 광고는 2011년 2/4분기에 들어서 수익구조에서 가장 큰 비중을 차지하기 시작했다. 런런왕은 그 자신이 벤치마킹하고
Google
Since 2001, has acquired some
small startup companies.
Since 2004, has entered into
a wide array of products and
services outside its sponsored-
search domain.
Had launched Gmail and Orkut
and acquired YouTube and
Doubleclick.
Baidu
In 2004, acquired the domain
name hao123.com – the largest
traffic contributor and distribut
Type of ad
CF (Commercial Film)
Spot advertisement (shows the commercial when the program enters to a station break),
Promotional ad (main purpose is to extend sales and services by featuring on T.V. movies, music videos, books, and websites),
Political advertising ( capture the citizens’ vote)
Infomercials .
Strengths Limitations
Exposure effectiveness & high attention.
• Real-time and controllable
Internet advertising can be made according marketer’s demand, and broadcast quickly. But other traditional media has settled broadcast time due to the higher cost. If market wants to modify the advertising after the advertising broadcast is not allowed, because of the higher cost and some other reason. Instead of this internet advertising can change the adver