Measuring The Effects And Effectiveness Of Interactive Advertising PDF Download
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| Author | : Paul A. Pavlou |
| Publisher | : |
| Total Pages | : 0 |
| Release | : 2016 |
| Genre | : |
| ISBN | : |
Download Measuring the Effects and Effectiveness of Interactive Advertising Book in PDF, ePub and Kindle
Although interactive advertising is not new, its scale, scope and immediacy has increased substantially with the diffusion of new technologies such as the Internet. The growth of interactive advertising highlights the role of the consumer in the determining the effects and effectiveness of advertising, while challenging traditional assumptions about how advertising works. The active role of the consumer in determining the effects of advertising has important implications for how the effects and effectiveness of advertising are measured and how various measures are interpreted. The present paper offers a discussion of these issues and compares and contrasts traditional notions regarding the measurement of advertising effects with notions that recognize the active role of the consumer in interacting with advertising and the advertiser. Implications for future research are discussed.
| Author | : William D. Wells |
| Publisher | : Psychology Press |
| Total Pages | : 419 |
| Release | : 2014-03-05 |
| Genre | : Business & Economics |
| ISBN | : 1317779517 |
Download Measuring Advertising Effectiveness Book in PDF, ePub and Kindle
This volume includes edited and revised versions of the papers delivered and discussed at the recent Advertising and Consumer Psychology Conference. Following the theme of the conference -- "Measuring Advertising Effectiveness" -- the book blends academic psychology, marketing theory, survey methodology, and practical experience, while simultaneously addressing the problems and limitations of advertising. Acknowledging that advertisements are subtle, diverse, complex phenomena that require detailed investigation, this compilation explores the multidimensional nature of advertising's diverse effects from both academic and applied perspectives. Updates on theories and methods -- along with expert commentaries -- help to make this a valuable collection that will be of interest to advertising and marketing specialists and communications experts alike.
| Author | : Randall A. Lewis |
| Publisher | : |
| Total Pages | : 27 |
| Release | : 2015 |
| Genre | : |
| ISBN | : |
Download Measuring the Effects of Advertising Book in PDF, ePub and Kindle
Online advertising offers unprecedented opportunities for measurement. A host of new metrics, clicks being the leading example, have become widespread in advertising science. New data and experimentation platforms open the door for firms and researchers to measure true causal effects of advertising on a variety of consumer behaviors, such as purchases. We dissect the new metrics and methods currently used by industry researchers, attacking the question, "How hard is it to reliably measure advertising effectiveness?" We outline the questions that we think can be answered by current data and methods, those that we believe will be in play within five years, and those that we believe could not be answered with arbitrarily large and detailed data. We pay close attention to the advances in computational advertising that are not only increasing the impact of advertising, but also usefully shifting the focus from "who to hit" to "what do I get."
| Author | : Randall Lewis |
| Publisher | : |
| Total Pages | : |
| Release | : 2013 |
| Genre | : Economics |
| ISBN | : |
Download Measuring the Effects of Advertising Book in PDF, ePub and Kindle
Online advertising offers unprecedented opportunities for measurement. A host of new metrics, clicks being the leading example, have become widespread in advertising science. New data and experimentation platforms open the door for firms and researchers to measure true causal effects of advertising on a variety of consumer behaviors, such as purchases. We dissect the new metrics and methods currently used by industry researchers, attacking the question, "How hard is it to reliably measure advertising effectiveness?" We outline the questions that we think can be answered by current data and methods, those that we believe will be in play within five years, and those that we believe could not be answered with arbitrarily large and detailed data. We pay close attention to the advances in computational advertising that are not only increasing the impact of advertising, but also usefully shifting the focus from "who to hit" to "what do I get."
| Author | : L. Flores |
| Publisher | : Springer |
| Total Pages | : 144 |
| Release | : 2013-12-15 |
| Genre | : Business & Economics |
| ISBN | : 113734069X |
Download How to Measure Digital Marketing Book in PDF, ePub and Kindle
Measuring the Success of Digital Marketing explains how to determine the success of a digital marketing campaign by demonstrating what digital marketing metrics are as well as how to measure and use them. Including real life case studies and experts viewpoints that help marketers navigate the digital world.
| Author | : Jennings Bryant |
| Publisher | : Routledge |
| Total Pages | : 657 |
| Release | : 2009-01-13 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1135591105 |
Download Media Effects Book in PDF, ePub and Kindle
With contributions from some of the finest scholars in the discipline, Media Effects serves not only as a comprehensive reference volume for media effects study but also as an exceptional textbook for advanced courses in media effects. Covering the breadth of the media effects arena, this third edition provides updated material as well as new chapters focusing on effects of mobile media and other technologies. As this area of study continues to evolve, Media Effects will serve as a benchmark of theory and research for current and future generations of scholars.
| Author | : Don W. Stacks |
| Publisher | : Routledge |
| Total Pages | : 592 |
| Release | : 2014-04-08 |
| Genre | : Language Arts & Disciplines |
| ISBN | : 1135591660 |
Download An Integrated Approach to Communication Theory and Research Book in PDF, ePub and Kindle
This volume provides an overview of communication study, offering theoretical coverage of the broad scope of communication study as well as integrating theory with research. To explicate the integration process, the chapter contributors -- experts in their respective areas -- offer samples in the form of hypothetical studies, published studies, or unpublished research, showing how theory and research are integrated in their particular fields. The book will appeal to graduate students and faculty members who want a thorough overview of not only the field, but also sample research stemming from its various component parts.
| Author | : Sebastian Klapdor |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 146 |
| Release | : 2013-02-19 |
| Genre | : Business & Economics |
| ISBN | : 3658017325 |
Download Effectiveness of Online Marketing Campaigns Book in PDF, ePub and Kindle
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.
| Author | : Shelly Rodgers |
| Publisher | : Routledge |
| Total Pages | : 592 |
| Release | : 2017-02-17 |
| Genre | : Business & Economics |
| ISBN | : 1317225457 |
Download Digital Advertising Book in PDF, ePub and Kindle
Digital Advertising offers a detailed and current overview of the field that draws on current research and practice by introducing key concepts, models, theories, evaluation practices, conflicts, and issues. With a balance of theory and practice, this book helps provide the tools to evaluate and understand the effects of digital advertising and promotions campaigns. New to this edition is discussion of big data analysis, privacy issues, and social media, as well as thought pieces by leading industry practitioners. This book is ideal for graduate and upper-level undergraduate students, as well as academics and practitioners.
| Author | : Sara Rosengren |
| Publisher | : Springer Science & Business Media |
| Total Pages | : 407 |
| Release | : 2013-05-30 |
| Genre | : Business & Economics |
| ISBN | : 3658023651 |
Download Advances in Advertising Research (Vol. IV) Book in PDF, ePub and Kindle
Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a compilation of research presented at the 11th International Conference in Advertising (ICORIA) which was held in Stockholm (Sweden) in June 2012. The conference gathered 150 leading researchers from 22 countries under the conference theme “The changing roles of advertising”. The book provides international state-of-the-art research with 30 articles by renowned scholars from the worldwide ICORIA network.
