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Reasons for ad-avoidance and its effect on website publishers


Bachelor Thesis, 2019

31 Pages, Grade: 1,0


Excerpt


Table of Contents

List of Figures

List of Abbreviations

1 Introduction

2 Background
2.1 Consumer attitudes towards advertisements
2.1.1 Influencing factors on ad-acceptance
2.1.2 Influencing factors on ad-avoidance
2.1.3 Ad-avoidance techniques of consumers
2.2 Ad-blockers
2.2.1 Reasons to use ad-blockers
2.2.2 Consequences and impacts of ad-blockers
2.2.3 Reactions to ad-blockers by content publishers
2.3 Acceptable ads: a redefinition of the online advertisement model

3 Discussion
3.1 Influencing factors on ad-avoidance
3.2 The impact of ad-blockers
3.3 Alternatives to ad-generated revenues
3.3.1 The importance of content quality
3.3.2 Bundling as a profitable strategy

4 Conclusion and Implications

5 Limitations

References

Excerpt out of 31 pages

Details

Title
Reasons for ad-avoidance and its effect on website publishers
College
University of Mannheim
Grade
1,0
Author
Year
2019
Pages
31
Catalog Number
V1139504
ISBN (eBook)
9783346514769
ISBN (Book)
9783346514776
Language
English
Keywords
Advertising, Ad-blocker, Publisher, Internet, Paywall, Marketing, Ad-Avoidance
Quote paper
Christina Neumayer (Author), 2019, Reasons for ad-avoidance and its effect on website publishers, Munich, GRIN Verlag, https://www.grin.com/document/1139504

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