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An Exploratory Study of Search Advertising in China. Edition No. 1
VDM Publishing House, Nov 2009, Pages: 84
In this book, Dr. Ye and Dr. Cunningham examine the effects of serial position, price promotion, user experience and brand familiarity on search advertising effectiveness in China. In their research, they find that primacy effect, price promotion and brand familiarity lead to higher level of user attention to search advertisements and thus result in higher click-through rates. However, user experience has a negative effect on search advertising effectiveness. Dr. Ye and Dr. Cunningham's study makes theoretical and practical contributions to the limited knowledge underlying the information process of search advertising. Their study also provides evidence to support current search advertising cost structure employed by most search engines in China, i.e. serial position being a key factor in determining the cost of the ad.
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