000 03537nam a22004335i 4500
001 978-3-658-01732-3
003 DE-He213
005 20200420211747.0
007 cr nn 008mamaa
008 130220s2013 gw | s |||| 0|eng d
020 _a9783658017323
_9978-3-658-01732-3
024 7 _a10.1007/978-3-658-01732-3
_2doi
050 4 _aHF5410-5417.5
072 7 _aKJS
_2bicssc
072 7 _aKJSM
_2bicssc
072 7 _aBUS043000
_2bisacsh
082 0 4 _a658.8
_223
100 1 _aKlapdor, Sebastian.
_eauthor.
245 1 0 _aEffectiveness of Online Marketing Campaigns
_h[electronic resource] :
_bAn Investigation into Online Multichannel and Search Engine Advertising /
_cby Sebastian Klapdor.
264 1 _aWiesbaden :
_bSpringer Fachmedien Wiesbaden :
_bImprint: Springer Gabler,
_c2013.
300 _aXXII, 134 p. 34 illus.
_bonline resource.
336 _atext
_btxt
_2rdacontent
337 _acomputer
_bc
_2rdamedia
338 _aonline resource
_bcr
_2rdacarrier
347 _atext file
_bPDF
_2rda
505 0 _aOverview on Online Advertising -- Existing Research and Conceptual Foundations -- Effectiveness of Multichannel Online Advertising -- Effectiveness of Search Engine Advertising.
520 _aInternet 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.
650 0 _aBusiness.
650 0 _aMarketing.
650 1 4 _aBusiness and Management.
650 2 4 _aMarketing.
710 2 _aSpringerLink (Online service)
773 0 _tSpringer eBooks
776 0 8 _iPrinted edition:
_z9783658017316
856 4 0 _uhttp://dx.doi.org/10.1007/978-3-658-01732-3
912 _aZDB-2-SBE
942 _cEBK
999 _c51068
_d51068