An Investigation into Online Multichannel and Search Engine Advertising
134 Seiten, Kartoniert, Paperback, Format (B × H): 148 mm x 210 mm, Gewicht: 2105 g
Klapdor Effectiveness of Online Marketing Campaigns
- 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.
Weitere Infos & Material
Overview on Online Advertising.- Existing Research and Conceptual Foundations.- Effectiveness of Multichannel Online Advertising.- Effectiveness of Search Engine Advertising.