Skip to main content
SpringerLink
Log in

Effectiveness of Online Marketing Campaigns

An Investigation into Online Multichannel and Search Engine Advertising

  • Book
  • © 2013

Overview

Authors:
  1. Sebastian Klapdor

    1. TUM School of Management, München, Germany

    View author publications

    You can also search for this author in PubMed   Google Scholar

  • Publication in the field of economic sciences

This is a preview of subscription content, log in via an institution to check access.

Access this book

Log in via an institution
eBook USD 39.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book USD 54.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Other ways to access

Licence this eBook for your library

Institutional subscriptions

Table of contents (6 chapters)

  1. Front Matter

    Pages I-XXII
    Download chapter PDF

  2. Introduction

    • Sebastian Klapdor
    Pages 1-6

  3. Overview on Online Advertising

    • Sebastian Klapdor
    Pages 7-27

  4. Existing Research and Conceptual Foundations

    • Sebastian Klapdor
    Pages 29-50

  5. Study I: Effectiveness of Multichannel Online Advertising

    • Sebastian Klapdor
    Pages 51-74

  6. Study II: Effectiveness of Search Engine Advertising

    • Sebastian Klapdor
    Pages 75-101

  7. Conclusion, Implications, and Outlook

    • Sebastian Klapdor
    Pages 103-115

  8. Back Matter

    Pages 117-134
    Download chapter PDF
Back to top

Keywords

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.

Authors and Affiliations

  • TUM School of Management, München, Germany

    Sebastian Klapdor

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.

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

Publish with us

Policies and ethics

Back to top

Search

Navigation