Message content in keyword campaigns, click behavior, and price-consciousness: A study of millennial consumers

Marketing to the (new) generations: summary and perspectives

“…Other generational differences may impact pricing decisions, namely price/value consciousness, price and brand sensitivity, and preference for discounted prices (Bakewell & Mitchell, 2003). In fact, price sensitivity differs significantly between generations (Gauzente & Roy, 2012). This observation should lead companies to adapt the way their communication around prices to different generations.…”

Search Engine Advertisement Design Effects on Click-Through Rates

“…The effects of positive and negative framing of proposals have been examined, with positive framing being beneficial in low-involvement purchases (Yoo 2011). A comparison between commercial (value offers) and descriptive (product features) found that descriptive content performed best, although price-sensitive readers do not discriminate between the two; likewise, quality-based ads outperformed price-based ads (Animesh, Viswantathan, and Agarwal 2011;Gauzente and Roy 2012). Finally, argument types have been compared that investigated the effect of expert advice, statistical evidence, and causal evidence, finding that expert advice and statistical evidence create greater CTRs (Haans, Raassens, and van Hout 2013).…”

Predicting Click-Through Rates using Data Mining Technique on Digital Advertisements

“…This higher engagement rate gives more advantages for online shop owners/advertisers by decreasing their advertising cost, influencing more audiences, and rising potential conversion into a further transaction. Gauzente [11] measures the effect of two different categories of message content. The first category of message content is descriptive and provides facts and product characteristic information.…”