Research on Risk Management of Advertising Projects based on Internet Search Engine

Xiaohui Yuan; Abhijit Ghosh; Dhakir Abbas Ali

doi:10.54097/hs452c92

Authors

Xiaohui Yuan
Abhijit Ghosh
Dhakir Abbas Ali

DOI:

https://doi.org/10.54097/hs452c92

Keywords:

Internet Advertising, Search Engine Advertising, Risk Management, Advertising Projects, Risk Assessment

Abstract

The rapid growth of the internet advertising industry has brought forth numerous opportunities but also accompanies complex risks and challenges. This study delves into the risk management of advertising projects based on internet search engines, aiming to explore effective ways of mitigating potential risks in advertising projects. We commence by reviewing pertinent literature on advertising project risk management, with a focus on key areas such as risk identification, assessment, control, and monitoring. Subsequently, we introduce a comprehensive risk management framework tailored for internet search engine advertising projects, integrating existing best practices and strategies. The findings of this research reveal the significance of risk management in enhancing the success rate and reducing uncertainty in advertising projects, while highlighting the pivotal role of internet search engines in such projects.

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