| 書目名稱 | Effectiveness of Online Marketing Campaigns | | 副標題 | An Investigation int | | 編輯 | Sebastian Klapdor | | 視頻video | http://file.papertrans.cn/303/302835/302835.mp4 | | 概述 | Publication in the field of economic sciences | | 圖書封面 |  | | 描述 | ?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 o | | 出版日期 | Book 2013 | | 關鍵詞 | Conversion Chains; Multichannel Online Advertising; Online Advertising; Online Marketing; Search Engine | | 版次 | 1 | | doi | https://doi.org/10.1007/978-3-658-01732-3 | | isbn_softcover | 978-3-658-01731-6 | | isbn_ebook | 978-3-658-01732-3 | | copyright | Springer Fachmedien Wiesbaden 2013 |
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