The Effect Of Advertising And Display

Author : Robert East
Publisher : Springer Science & Business Media
Page : 125 pages
File Size : 51,9 Mb
Release : 2013-03-20
Category : Business & Economics
ISBN : 9780387233772

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The Effect of Advertising and Display by Robert East Pdf

Robert East presents evidence on successful advertising campaigns where the brand benefits from more sales and higher prices, and he describes how good advertising can sometimes reduce the cost of doing business. The question of repeated exposure is examined: do sales initially gather pace with additional ad exposures, or do the gains get less and less after the first exposure? New evidence on this issue is assessed. The focus then moves to a model of ad response that covers the evidence on repeated ad exposure and explains how advertising may work over both short-term and long-term periods. The processes that could produce the long-term effect are discussed and new evidence is presented on the function of word of mouth. There is a chapter on the psychological processes that are used to explain ad effect and brief sections on the point of purchase and online advertising.

Author : Dr. Lena Hoeck
Publisher : BoD – Books on Demand
Page : 190 pages
File Size : 43,8 Mb
Release : 2019-11-13
Category : Business & Economics
ISBN : 9783748194293

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Multi-Screen Behavior: Implications on Media Usage and Advertising Effectiveness by Dr. Lena Hoeck Pdf

The spread and use of screen-based devices have been steeply increasing with new types of screen-based devices such as tablets, e-readers, and screen-based wearable devices (e.g., Smartchwatches) being introduced to the market. Moreover, traditional screen-based devices such as the television (TV) have been merged with Internet technologies. An industry particularly affected by this increasing use of screen-based devices is the media industry. For instance, consumers frequently use multiple screen-based devices in parallel, switching back and forth between devices. The key objective of this cumulative dissertation is to provide insights into the implications of multi-screen behavior for the media industry. More specifically, we analyze the effect of multi-screen behavior on media usage behavior and on the effectiveness of advertising placed in different media. We conduct empirical analyses to show how consumers' interaction with different screen-based devices influences substantive consumer behavior. The results of this dissertation contribute to previous research by (1) leading to a better understanding of the behavioral outcomes of multi-screen behavior, (2) providing knowledge about the mediation and moderation effects of multi-screen behavior on media usage and advertising effectiveness, and (3) applying novel research methodologies that contribute to the understanding of multi-screen behavior at the individual-level and in a more natural research setting.

Author : David Booth,Corey Koberg
Publisher : John Wiley & Sons
Page : 609 pages
File Size : 50,5 Mb
Release : 2012-09-11
Category : Computers
ISBN : 9781118240298

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Display Advertising by David Booth,Corey Koberg Pdf

A complete guide to developing, implementing, monitoring, and optimizing an online display ad campaign The display business is online advertising's fastest growing field. Google and others are starting to provide easy tools to enable small- and medium-sized businesses to take advantage of this opportunity. This guide provides marketers, consultants, and small-business owners with the knowledge and skills to create and optimize a display advertising campaign. It covers concepts, trends, and best practices, and presents a day-to-day plan for developing, managing, and measuring a successful campaign. Online display advertising is a hot topic, and this hands-on guide helps marketing professionals and small-business owners gain the skills to create and manage their own campaigns Provides an overview of display advertising concepts, including types, formats, and how they're placed on websites Explains how to plan a campaign, including defining goals and planning resources, contextual and placement targeting, and keyword use Covers campaign launch and measurement, ad creation, social media advertising, how to optimize a campaign, and much more Display Advertising: An Hour a Day helps anyone promote a business successfully with effective online display ad campaigns.

Author : Dr. Mangesh P. Waghmare,Dr. Satish D. Jagtap
Publisher : Prashant Publications
Page : 79 pages
File Size : 54,5 Mb
Release : 2019-12-01
Category : Business & Economics
ISBN : 9789389492927

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Marketing and Salesmanship (Part - II) by Dr. Mangesh P. Waghmare,Dr. Satish D. Jagtap Pdf

Author : L. Flores
Publisher : Springer
Page : 144 pages
File Size : 54,7 Mb
Release : 2013-12-15
Category : Business & Economics
ISBN : 9781137340696

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How to Measure Digital Marketing by L. Flores Pdf

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 : Jane Johne
Publisher : Springer Nature
Page : 252 pages
File Size : 53,7 Mb
Release : 2023-06-15
Category : Business & Economics
ISBN : 9783658412975

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Effectiveness of Influencer Marketing by Jane Johne Pdf

Influencers are defined as independent opinion leaders on social media networks who influence the attitudes of their followers through blogs, tweets and the use of other social media. As a result, influencer marketing has become an integral part of brands' marketing strategies. This book has the overarching goal to examine the impact of influencer marketing on consumer behavior and the resulting business success. The first empirical project explicitly examines the question of which influencer characteristics should be considered in the selection process in order to increase different campaign metrics along the consumer decision journey. Campaign data from several brands is used for the project and is extended with survey data from a large-scale consumer survey. The second empirical project examines how the influencer marketing channel, compared to other firm and consumer activities, affects consumer interest and firm performance. The project uses historical data from one of Europe's largest specialized online retailers and analyzes it in a time series model.

Author : Shelly Rodgers,Esther Thorson
Publisher : Routledge
Page : 592 pages
File Size : 41,8 Mb
Release : 2017-02-17
Category : Business & Economics
ISBN : 9781317225454

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Digital Advertising by Shelly Rodgers,Esther Thorson Pdf

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 : Francisco J. Martínez-López,Juan Carlos Gázquez-Abad
Publisher : Springer Nature
Page : 145 pages
File Size : 42,6 Mb
Release : 2021-05-16
Category : Business & Economics
ISBN : 9783030769352

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Advances in National Brand and Private Label Marketing by Francisco J. Martínez-López,Juan Carlos Gázquez-Abad Pdf

This proceedings volume highlights the latest research presented at the 8th International Conference on Research on National Brand & Private Label Marketing (NB&PL2021). The topics covered include: retailing, private label portfolio and assortment management, marketing of premium store brands, using national brands to exclude (delist) and include, optimal assortment size, consumer store patronage, etc. Several contributions also focus on private label pricing and promotion, especially on the relative pricing of standard and premium private labels, and with regard to the national brands in the assortment.

Author : David W. Schumann,Esther Thorson
Publisher : Psychology Press
Page : 327 pages
File Size : 52,7 Mb
Release : 1999-04
Category : Business & Economics
ISBN : 9781135672379

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Advertising and the World Wide Web by David W. Schumann,Esther Thorson Pdf

Volume composed of papers presented at the 1996 Advertising & Consumer Psych. Conf., but all papers have been updated up through June 1998. Traces web advertising from its inception until now, as the Web has become a high-impact forum for advertising.

Author : Arthur S. Leonard
Publisher : Routledge
Page : 732 pages
File Size : 44,6 Mb
Release : 2013-12-16
Category : Law
ISBN : 9781135755027

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Sexuality and the Law by Arthur S. Leonard Pdf

First Published in 1993. Sexuality and the Law: An Encyclopedia of Major Legal Cases is the third volume to appear in the American Law and Society series. Consistent with the philosophy of the series, the more than 100 essay/entries in Sexuality and the Law deal with important legal issues without descending into jargon or lawyer's Latin. This book describes more than one hundred significant court decisions concerning sexual ity.

Author : Bodo B. Schlegelmilch,Russell S. Winer
Publisher : Routledge
Page : 507 pages
File Size : 45,5 Mb
Release : 2020-11-24
Category : Business & Economics
ISBN : 9781351038652

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The Routledge Companion to Strategic Marketing by Bodo B. Schlegelmilch,Russell S. Winer Pdf

The Routledge Companion to Strategic Marketing offers the latest insights into marketing strategy. Bodo Schlegelmilch and Russ Winer present 29 specially commissioned chapters, which include up-to-date thinking on a diverse range of marketing strategy topics. Readers benefit from the latest strategic insights of leading experts from universities around the world. Contributing authors are from, among others, the U.S. (Berkeley, Cornell, MIT, New York University, Texas A&M), Europe (the Hanken School of Economics, INSEAD, the University of Oxford, the University of Groningen, WU Vienna) and Asia (the Indian School of Business, Tongji University). The topics addressed include economic foundations of marketing strategy, competition in digital marketing strategy (e.g. mobile payment systems and social media strategy), marketing strategy, and corporate social responsibility, as well as perspectives on capturing the impact of marketing strategy. Collectively, this authoritative guide is an accessible tool for researchers, students, and practitioners.

Author : Barrie Gunter,Caroline Oates,Mark Blades
Publisher : Routledge
Page : 195 pages
File Size : 52,5 Mb
Release : 2004-09-22
Category : Business & Economics
ISBN : 9781135626310

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Advertising to Children on TV by Barrie Gunter,Caroline Oates,Mark Blades Pdf

The current rapid growth of TV platforms in terrestrial, sattelite, and cable formats will soon move into digital transmission, offering opportunities for greater commercialization through advertising on media that have not previously been exploited. In

Author : United States. Commission on Highway Beautification
Publisher : Unknown
Page : 820 pages
File Size : 51,5 Mb
Release : 1974
Category : Highway engineering
ISBN : MINN:31951P004714452

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Highway Beautification by United States. Commission on Highway Beautification Pdf

Author : United States. Congress. House. Select Committee on Small Business
Publisher : Unknown
Page : 1304 pages
File Size : 42,6 Mb
Release : 1963
Category : Small business
ISBN : STANFORD:36105119643026

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The Impact Upon Small Business of Dual Distribution and Related Vertical Integration by United States. Congress. House. Select Committee on Small Business Pdf

Author : United States. Congress. Senate. Committee on Finance,Richard H. Anthony
Publisher : Unknown
Page : 1528 pages
File Size : 41,5 Mb
Release : 1949
Category : General Agreement on Tariffs and Trade
ISBN : STANFORD:36105005936708

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Extension of Reciprocal Trade Agreements Act by United States. Congress. Senate. Committee on Finance,Richard H. Anthony Pdf