| Vorliegende Sprache |
eng |
| Hinweise auf parallele Ausgaben |
392851369 Buchausg. u.d.T.: ‡Klapdor, Sebastian: Effectiveness of online marketing campaigns |
| ISBN |
978-3-658-01731-6 |
| Name |
Klapdor, Sebastian |
| T I T E L |
Effectiveness of Online Marketing Campaigns |
| Zusatz zum Titel |
An Investigation into Online Multichannel and Search Engine Advertising |
| Verlagsort |
Wiesbaden |
| Verlag |
Springer Gabler |
| Erscheinungsjahr |
2013 |
| 2013 |
| Umfang |
Online-Ressource (XXII, 134 p. 34 illus, digital) |
| Reihe |
SpringerLink. Bücher |
| Notiz / Fußnoten |
Includes bibliographical references |
| Weiterer Inhalt |
Foreword; Acknowledgments; Summary; Table of Contents; List of Figures; List of Tables; List of Abbreviations; 1 Introduction; 1.1 Motivation and Objective; 1.1.1 Study I: Effectiveness of Multichannel Online Advertising; 1.1.2 Study II: Effectiveness of Search Engine Advertising; 1.2 Contribution; 1.3 Structure and Approach; 2 Overview on Online Advertising; 2.1 Definition; 2.2 Relevance; 2.2.1 Increasing Online Advertising Spends; 2.2.2 Shifting Consumer Behavior; 2.2.3 Advantages of Online Advertising Instruments; 2.3 Forms (Channels); 2.3.1 Search Engine Marketing; 2.3.2 Display. 2.3.3 E-mail2.3.4 Lead Generation (Affiliate Marketing); 2.3.5 Mobile; 2.3.6 Classifieds and Directories; 2.3.7 Sponsorships; 2.3.8 Online PR; 2.4 Tracking Mechanisms, User Journeys, and Privacy; 2.5 Performance Evaluation and Key Performance Indicators; 3 Existing Research and Conceptual Foundations; 3.1 Effectiveness of Online Advertising: What Do We Know?; 3.2 Conceptual Foundations; 3.2.1 Advertising Effectiveness Theory; 3.2.2 Specific Conceptual Foundations for Study I; 3.2.3 Specific Conceptual Foundation for Study II; 4 Study I: Effectiveness of Multichannel Online Advertising. 4.1 Model for the Effectiveness of Multichannel Online Advertising4.1.1 Base Model; 4.1.2 Main Model and Hypotheses; 4.2 Research Model; 4.3 Data; 4.4 Results; 4.4.1 Base Model; 4.4.2 Main Model; 4.5 Robustness Test; 4.6 Discussion and Implications; 4.6.1 Research Implications; 4.6.2 Managerial Implications; 4.6.3 Limitations and Further Research; 5 Study II: Effectiveness of Search Engine Advertising; 5.1 Framework for Studying Effectiveness of Search Engine Advertising; 5.2 Model for Keyword Performance in Search Engine Advertising; 5.2.1 Hypotheses; 5.2.2 Research Model; 5.2.3 Data. 5.2.4 Results5.3 Extended Model for Keyword Performance in Search Engine Advertising; 5.3.1 Hypotheses; 5.3.2 Research Model; 5.3.3 Data; 5.3.4 Results; 5.4 Discussion and Implications; 5.4.1 Research Implications; 5.4.2 Managerial Implications; 5.4.3 Limitations and Further Research; 6 Conclusion, Implications, and Outlook; 6.1 Conclusion; 6.1.1 Conclusions from Study I; 6.1.2 Conclusions from Study II; 6.1.3 Overall Conclusions; 6.2 Theoretical Implications and Research Outlook; 6.2.1 Theoretical Implications; 6.2.2 Common Limitations and How Further Research Can Address Them. 6.3 Managerial Implications6.3.1 Untapped Potential; 6.3.2 Interdisciplinary Approach; 6.3.3 Three Guiding Principles; 6.4 Proposing an Integrated Framework for Online Advertising; References |
| Titelhinweis |
Buchausg. u.d.T.: ‡Klapdor, Sebastian: Effectiveness of online marketing campaigns |
| ISBN |
ISBN 978-3-658-01732-3 |
| Klassifikation |
KJSM |
| KJS |
| BUS043000 |
| 658.8 |
| HF5410-5417.5 |
| QP 650 |
| QE 800 |
| Kurzbeschreibung |
Overview on Online Advertising -- Existing Research and Conceptual Foundations -- Effectiveness of Multichannel Online Advertising -- Effectiveness of Search Engine Advertising |
| 2. Kurzbeschreibung |
Internet advertising has come of age, yet little is known in research and practice about how advertising on digital channels really works. Sebastian Klapdor has conducted two studies that focus on multichannel online advertising and search engine advertising. In an interdisciplinary approach the author develops comprehensive models based on existing research. He empirically validates them with large real-life datasets from ad campaigns and cookie-based user tracking systems. His findings show that there are synergies in multichannel online advertising: purchase propensity increases when consumers receive advertising messages through multiple channels. In addition, the channel order can influence the conversion probability and click-through rates in search engine advertising are influenced by keyword criteria on semantic and syntactic level. The results can be used to increase the effectiveness of ad campaigns. Based on these findings, the author outlines how a future integrated approach to online advertising could look like. Contents · Overview of Online Advertising · Multichannel Online Advertising · Search Engine Advertising Target Groups · Researchers and students in the fields of business economics and business information systems with a focus on marketing · Practitioners responsible for online marketing, online marketing agencies The Author Dr. Sebastian Klapdor completed his dissertation under the supervision of Prof. Florian von Wangenheim at the Chair of Service and Technology Marketing at TUM School of Management, Munich, Germany. He is a project manager at a management consultancy company |
| 1. Schlagwortkette |
Online-Marketing |
| Mehrgleisiger Vertrieb |
| Effektivität |
| ANZEIGE DER KETTE |
Online-Marketing -- Mehrgleisiger Vertrieb -- Effektivität |
| SWB-Titel-Idn |
379692619 |
| Signatur |
Springer E-Book |
| Bemerkungen |
Elektronischer Volltext - Campuslizenz |
| Elektronische Adresse |
$uhttp://dx.doi.org/10.1007/978-3-658-01732-3 |
| Internetseite / Link |
Volltext |
| Siehe auch |
Inhaltstext |
| Siehe auch |
Volltext |
| Siehe auch |
Cover |
