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Regular version of the site
Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Oleg Panarin
Factors of consumer demand for online store services
Bachelor’s programme
2014
Chapter4.Practical part The focus of my research will be on the coupons market and on the market of the courses of English language . I have chosen these markets for two reasons:1. The marketing strategy of firms on these segments is often focused on the internet marketing.2. The specificity of these markets usually provides for a better recollection of choice of a product and about the advertisements, which influenced this decision.These two qualities are significant for my research for two reasons:1. We do not deal with a combinative effect with TV advertisement, which could shift out our evaluation and make our result unrepresentative,2. We deal with cleaner picture of the purchasing process (thanks to the fact that they remember the purchasing process better).By using expert’s evaluation of expenditures11 for each types of advertisement and answers of respondents about the types of advertisement and the quantity of contacts with each type of advertisement and comparing with the answers about the amount of money, which they ultimately have spent, on the advertised product.Base on this data my research will contain two calculations:1. The competitive effectiveness of each type of advertisement for revenue (there the ratio expenditures to gain by advertisement value is the biggest),2. Based on the expert’s evaluation of profit margin of each type of product, analysis will include the part of comparing ratios of the profit gained by advertisement to the expenditures on the advertisement.Furthermore, my analysis includes part about factors the effectiveness depends on, the sphere of study, the type of product, on the historical experience of using this or similar product.The conclusion of analysis will include the indexes of effectiveness of each type of advertisement and the result what type of advertisement and for what type of product is more effective.REFERENCES:Wells W., Burnett J. Advertising: Principes & Practice, 1998Kotler, P., 1997. Marketing management: analysis, planning, implementation and control. 9th edition. Upper Saddle River, New Jersey: Prentice Hall International, IncКастельс М. 2000 Информационная эпоха: экономика, общество и культура / Пер. с англ. под науч. ред. О. И.Шкаратана.,.D'Alessandro D.,2001. Brand Warfare: 10 Rules for Building the Killer BrandБолдырева Т. В. ,2008.Типология культурных кодов в драматургииМаклюэн М. , 2007.Понимание Медиа: внешние расширения человека.Д.Бэлл. Грядущее постиндустриальное общество. М.: Академия, 1999Росс Эшби У. , 1959..Черный ящик // Введение в кибернетикуMcLuhan M., Hutchon K., McLuhan E., 2000. City as Classroom: Understanding Language and Media. The Book Society of Canada Limited.Chapter3.The statistic data about internet3.1The general situation with internet.The general situation is that, unfortunately, Russia is currently only on the 19th place, but we rapidly improve our position.4Nevertheless, internet has the highest growth rate of all medias. (it has increased 2,5 times for the last 3 years).It is a very interesting tendency ,especially while the popularity of such media as papers and magazines is decreasing (the auditory is switching to the online versions of those medias).The top three internet activities in Russia:51.Search (70, 5% of Russian internet users)2.Email (62, 5 % of Russian internet users)3. Social networks (43, 3% of Russian internet users)

According to the latest data, internet has become more popular then TV among young Russians (87 % vs 67%), but this index is still low for older generations (13%vs 86% among people older than 55,55%vs 80% among people 35-54 years old) .6The Boston Consulting group considers digital divide problem (the low percent of popularity using internet), as the main barrier for the internet development. Besides, their research has shown that Russians consider internet more like source of information, rather than the resource fordoing shopping, due to underdevelopment of internet commerce and internet banking. The main finding of this research appeared to be the ways to accelerate internet development in Russia: expanding the range of internet coverage, development of legislation base, directed on internet investment attractiveness.7 3.2Internet-marketing data.The big advantage of the internet is that, it provides a wide range of abilities for targeted advertisement. Internet provides many sources, such as cookies, to backtrack the history of each user. These instruments enable firms to give their advertisement directly to the target audience.Besides internet has another big advantage among all types of advertisement –in many cases it gives much clearer picture about return on investments than other types of advertisement due to check of operations of each user after showing him an advertisement (did he look for more information or did make a purchase, and so on).Another important thing is that internet marketing provides advertiser with geographic information about a user.

There are several types of internet-marketing:8

Web banner advertisingThere are many types of banners: traditional banner (a usual one, located on a particular space on the web page), Pop-ups/pop-unders (a banner that opens above an initial browser window),floating ad(the same as for the pop-ups but on a particular web-site.), expanding ad( a banner, which appears after an operation of a user on a website, such as after mouse moving over the ad), trick banners(a banner which imitates an often used by user screen element, such as a massage of vk social web, for example.)Sponsored searchSponsored search allows advertiser to heighten the position of a website in the results list of a search engine. The most popular search engines’ ranking model is based on a combination of a bid price, the relevancy of keyword, historical click-though rate.Social networks marketingSocial networks marketing includes posting advertisement is the social networks.Contextual advertisingContextual advertising is a type of advertising, which allows an advertiser to put his textual advertisement into a special place around the results of a search engine looking for results.Mobile AdvertisingMobile marketing includes all types of advertising though mobile phones and tablets such as promotion product through applications (apps) for different gadgets.Email AdvertisingEmail Advertising is broadcasting letters to email addresses of potential clients. Such email database could be created, for example by asking for user

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