Chapter 8

Question 1

Why is it harder to reach younger people through traditional mass media?

Answer 1

That is because fewer young people watch TV or use a PC.

Instead, there is an increase in the amount of young people using a smartphone.

Question 2

Where is the device used based on?

Answer 2

• The type of activity conducted.

More complex and longer-taking actions –> tablet, laptop, or PC.
Sending e-mails, texting, social media –> smartphones.

Question 3

Why is the ROI of mobile low?

Answer 3

Since mobile devices often have a low conversion rate. Not many people actually buy via their phone. They solely browse.

Question 4

Why is the comparison of different devices often unfair?

Answer 4

Because it is based on last-click attribution.

Question 5

What did Xu et al. (2017) investigate?

Answer 5

What the role is of having an additional device on an online retailer.
In this experiment, a tablet was used.

Question 6

What were the results of Xu et al.’s research?

Answer 6

• Adopters of the iPad had a higher overall sales after adoption.
• Revenue and sales share of the smartphone increased for this group after adoption of the iPad.
• Revenue and sales share of the PC decreased for this group after the adoption of the iPad.

ALL OF THIS IS BECAUSE OF THE INCREASE IN PURCHASE OF IMPULSE PRODUCTS.

Question 7

Advantages smartphone

Answer 7

• Ease of quick searches

- Portal (different locations)

Question 8

Disadvantages smartphone

Answer 8

• Low perceived security
• Difficult when filling out forms
• Difficult in making payments.

Question 9

What will the research of Lambrecht and Tucker (2013), De Haan et al. (2017) and Xu et al. (2017) help with?

Answer 9

It could create new possibilities to improve retargeting effectiveness.

Question 10

Cross-device targeting

Answer 10

Serving targeted advertising to consumers across multiple platforms and devices.

Question 11

Two dimensions of location-based advertising

Answer 11

• Temporal targeting

- Geographical targeting

Question 12

What is the main effect of multi-device usage?

Answer 12

If you are using more than one device, your total purchasing amount increases compared to only using one device.

Question 13

What is the main effect of device switching on sales?

Answer 13

If people switch from a mobile device to a non-mobile device, we see a conversion increase of over 70% on average.

Question 14

Disadvantages pc / laptop

Answer 14

• Difficult for quick searches

- Low portability

Question 15

Advantages pc / laptop

Answer 15

• High perceived security
• High ease in filling out forms
• High ease in making payments.

Question 16

Advantages tablet

Answer 16

• Relative security
• High ease of quick searches
• Relative portability
• Relatively ease in filling out forms.
• Relative ease in making payments.