Overview
- Publication in the field of economic sciences
Access this book
Tax calculation will be finalised at checkout
Other ways to access
About this book
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.
Similar content being viewed by others
Keywords
Table of contents (6 chapters)
Authors and Affiliations
About 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.
Accessibility Information
Accessibility information for this book is coming soon. We're working to make it available as quickly as possible. Thank you for your patience.
Bibliographic Information
Book Title: Effectiveness of Online Marketing Campaigns
Book Subtitle: An Investigation into Online Multichannel and Search Engine Advertising
Authors: Sebastian Klapdor
DOI: https://doi.org/10.1007/978-3-658-01732-3
Publisher: Springer Gabler Wiesbaden
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer Fachmedien Wiesbaden 2013
Softcover ISBN: 978-3-658-01731-6Published: 20 February 2013
eBook ISBN: 978-3-658-01732-3Published: 19 February 2013
Edition Number: 1
Number of Pages: XXII, 134
Number of Illustrations: 34 b/w illustrations
Topics: Marketing