Angebote zu "Effectiveness" (42 Treffer)

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The Multi-Screen Marketing
37,00 € *
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The effectiveness as a term was examined by academic researchers in the advertising field. However, the advancing form of the discipline implies that studies have been limited and number of major elements remain unsatisfactorily explored. The advertising generates data which examination could lead to improvement in the multi-screen marketing, and enable marketers to better understand and analyse results of specific campaigns. Mentioned issues are crucial components needed to develop and launch an effective digital campaign, however they stay underdeveloped. This book investigates the multi-screen marketing campaigns in order to examine their effectiveness in digital world. In-depth, individual interviews were conducted in order to gain detailed answers in relation to complex issues, representing the experts thinking process and logic. The purpose of this study is to indicate a number of contextual and conceptual insights into new digital advertising discipline and to investigate the effectiveness of multi-channel campaigns in order to deliver a point of reference for further studies to practitioners and scholars alike.

Anbieter: Dodax AT
Stand: 23.01.2020
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Effectiveness of Online Marketing Campaigns
85,59 € *
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_Internet advertising has come off age, yet little is known in research and practice about how digital channel advertising really works. The empirical research in this thesis intends to fill this gap and shed light on the effectiveness of online advertising. Two studies are conducted that focus on multichannel online advertising and search engine advertising, the single-most important online ad channel. In an interdisciplinary approach, both studies first develop comprehensive theoretical models based on existing work in related research fields-for example, marketing and information retrieval. This approach pays off and leads to new and insightful findings:- There are synergies in multichannel online advertising: purchase propensity increases when consumers receive advertising messages through multiple channels.- The channel order can influence the conversion probability.- Click-through rates in search engine advertising are influenced through various keyword criteria on semantic and syntactic level The results of this thesis constitute an important starting point for future research in online advertising. Furthermore, the results enable practitioners to improve the effectiveness of online advertising through a more differentiated campaign management approach. Based on its findings, the thesis outlines how a future integrated approach to online advertising could look like.

Anbieter: Dodax
Stand: 23.01.2020
Zum Angebot
Effectiveness of Online Marketing Campaigns
87,99 € *
ggf. zzgl. Versand

_Internet advertising has come off age, yet little is known in research and practice about how digital channel advertising really works. The empirical research in this thesis intends to fill this gap and shed light on the effectiveness of online advertising. Two studies are conducted that focus on multichannel online advertising and search engine advertising, the single-most important online ad channel. In an interdisciplinary approach, both studies first develop comprehensive theoretical models based on existing work in related research fields-for example, marketing and information retrieval. This approach pays off and leads to new and insightful findings:- There are synergies in multichannel online advertising: purchase propensity increases when consumers receive advertising messages through multiple channels.- The channel order can influence the conversion probability.- Click-through rates in search engine advertising are influenced through various keyword criteria on semantic and syntactic level The results of this thesis constitute an important starting point for future research in online advertising. Furthermore, the results enable practitioners to improve the effectiveness of online advertising through a more differentiated campaign management approach. Based on its findings, the thesis outlines how a future integrated approach to online advertising could look like.

Anbieter: Dodax AT
Stand: 23.01.2020
Zum Angebot
Impact of New Advertising Formats on Interactiv...
81,30 € *
ggf. zzgl. Versand

Digitalization is changing the media landscape by blurring the lines between existing media. Interactive, Digital TV (IDTV) is an outcome of this convergence by merging traditional broadcasting and digital technology. Although IDTV imposes severe threats for advertising professionals in terms of ad skipping, it also offers many new advertising opportunities. This book gives an overview of different advertising effectiveness studies in which the impact of new IDTV advertising formats such as the dedicated advertising location, on screen banners, advergames,... are investigated. The impact of several moderating and mediating variables are investigated more closely.

Anbieter: Dodax AT
Stand: 23.01.2020
Zum Angebot
Impact of New Advertising Formats on Interactiv...
79,00 € *
ggf. zzgl. Versand

Digitalization is changing the media landscape by blurring the lines between existing media. Interactive, Digital TV (IDTV) is an outcome of this convergence by merging traditional broadcasting and digital technology. Although IDTV imposes severe threats for advertising professionals in terms of ad skipping, it also offers many new advertising opportunities. This book gives an overview of different advertising effectiveness studies in which the impact of new IDTV advertising formats such as the dedicated advertising location, on screen banners, advergames,... are investigated. The impact of several moderating and mediating variables are investigated more closely.

Anbieter: Dodax
Stand: 23.01.2020
Zum Angebot
MEDIA PLANNING - THE IMPACT OF TV ADVERTISEMENT...
81,30 € *
ggf. zzgl. Versand

This book examines research concerned with advertising to children on television. Its purpose is to establish the status of our knowledge about how children respond to advertising on television, how much the research evidence can be taken at face value, and the degree to which research can use fully inform regulation of advertising aimed at young viewers. It comes at a time when concern is growing about the effectiveness of television advertising in light of technological developments in media. Such developments include the rapid growth of television channels that are available via a number of platforms terrestrial, satellite, and cable and that are being further facilitated through the transition of broadcasting from analogue to digital transmission.Digitalization means not only more television channels for viewers to choose from but also greater scope for interactivity. This, in turn, may mean more power to consumers to select what to watch,when to watch, and how to watch.

Anbieter: Dodax AT
Stand: 23.01.2020
Zum Angebot
MEDIA PLANNING - THE IMPACT OF TV ADVERTISEMENT...
79,00 € *
ggf. zzgl. Versand

This book examines research concerned with advertising to children on television. Its purpose is to establish the status of our knowledge about how children respond to advertising on television, how much the research evidence can be taken at face value, and the degree to which research can use fully inform regulation of advertising aimed at young viewers. It comes at a time when concern is growing about the effectiveness of television advertising in light of technological developments in media. Such developments include the rapid growth of television channels that are available via a number of platforms terrestrial, satellite, and cable and that are being further facilitated through the transition of broadcasting from analogue to digital transmission.Digitalization means not only more television channels for viewers to choose from but also greater scope for interactivity. This, in turn, may mean more power to consumers to select what to watch,when to watch, and how to watch.

Anbieter: Dodax
Stand: 23.01.2020
Zum Angebot
Digital Marketing Communication in the Tourism ...
50,40 € *
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This text sets forth the strengths and challenges ofdigital marketing for the tourism industry, by addressing newapproaches to customer acquisition. It covers the most common methods forestablishing an effective online presence, and contrasts these withcurrent trends as well as the future outlook of internet marketing asit continues to bridge ever greater geographical distances andtransform the conventional roles of market and customer. The newrealities of the online sphere enable marketers to precisely measurethe effectiveness of digital advertising campaigns.

Anbieter: Dodax AT
Stand: 23.01.2020
Zum Angebot
Digital Marketing Communication in the Tourism ...
49,00 € *
ggf. zzgl. Versand

This text sets forth the strengths and challenges ofdigital marketing for the tourism industry, by addressing newapproaches to customer acquisition. It covers the most common methods forestablishing an effective online presence, and contrasts these withcurrent trends as well as the future outlook of internet marketing asit continues to bridge ever greater geographical distances andtransform the conventional roles of market and customer. The newrealities of the online sphere enable marketers to precisely measurethe effectiveness of digital advertising campaigns.

Anbieter: Dodax
Stand: 23.01.2020
Zum Angebot