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Author: Robert East
Publisher: Springer Science & Business Media
ISBN: 0387233776
Category : Business & Economics
Languages : en
Pages : 125
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Book Description
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: Robert East
Publisher: Springer Science & Business Media
ISBN: 0387233776
Category : Business & Economics
Languages : en
Pages : 125
Get Book Here
Book Description
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: David Booth
Publisher: John Wiley & Sons
ISBN: 1118240294
Category : Computers
Languages : en
Pages : 609
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Book Description
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: Wing Fu Paul Chao
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 214
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Book Description
Author: Robert Liljenwall
Publisher: Point-of-Purchase Advertising Intl
ISBN: 9780970709912
Category : Business & Economics
Languages : en
Pages : 252
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Book Description
Author: Christina Uhl
Publisher:
ISBN:
Category :
Languages : en
Pages : 31
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Book Description
A large share of all online display advertisements (ads) are never seen by a human. For instance, an ad could appear below the page fold, where a user never scrolls. Yet, an ad is essentially ineffective if it is not at least somewhat viewable. Ad viewability - which refers to the pixel percentage-in-view and the exposure duration of an online display ad - has recently garnered great interest among digital advertisers and publishers. However, we know very little about the impact of ad viewability on advertising effectiveness. We work to close this gap by analyzing a large-scale observational data set with more than 350,000 ad impressions similar to the data sets that are typically available to digital advertisers and publishers. This analysis reveals that longer exposure durations (>10 seconds) and 100% visible pixels do not appear to be optimal in generating view-throughs. The highest view-through rates seem to be generated with relatively lower pixel/second-combinations of 50%/1, 50%/5, 75%/1, and 75%/5. However, this analysis does not account for user behavior that may be correlated with or even drive ad viewability and may therefore result in endogeneity issues. Consequently, we manipulated ad viewability in a randomized online experiment for a major European news website, finding the highest ad recognition rates among relatively higher pixel/second-combinations of 75%/10, 100%/5 and 100%/10. Everything below 75% or 5 seconds performs worse. Yet, we find that it may be sufficient to have either a long exposure duration or high pixel percentage-in-view to reach high advertising effectiveness. Our results provide guidance to advertisers enabling them to establish target viewability rates more appropriately and to publishers who wish to differentiate their viewability products.
Author: Dr. Lena Hoeck
Publisher: BoD – Books on Demand
ISBN: 3748194293
Category : Business & Economics
Languages : en
Pages : 190
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Book Description
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: Florian Alt
Publisher: Lulu.com
ISBN: 1291315578
Category : Computers
Languages : en
Pages : 392
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Book Description
Today, people living in cities see up to 5000 ads per day, many on public displays. More and more of these public displays are networked and equipped with sensors, making them part of a global infrastructure that is currently emerging. Such displays provide the opportunity to create a benefit for society in the form of immersive experiences and relevant content. In this way, they can overcome the display blindness that evolved over the years. Two main reasons prevent this vision from coming true: first, public displays are stuck with traditional advertising as the driving business model. Second, no common ground exists for researchers or advertisers that outline important challenges. The main contribution of this thesis is presenting a design space for advertising on public displays that identifies important challenges - mainly from an HCI perspective. The results are envisioned to provide a basis for future research and for practitioners to shape future advertisements on public displays in a positive way.
Author: Fact-finders associates, inc., New York
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 46
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Book Description
Author: Albert T. Fischer
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 262
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Book Description
Author: Lara Lobschat
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
In today's media ecosystem, advertisers face the challenge to create ad campaigns with the ability to engage consumers and ultimately increase conversions. Hence, they need guidance on how to design promising ad copies and on which websites to deliver these ads. In this study, the authors analyze how different message content and ad format elements influences consumers' likelihood to click on an ad and subsequently convert on the advertising website. Additionally, they explore the effects of placing an ad on different websites. The main results suggest that message content and ad format that enhance engagement do not necessarily enhance conversions. Furthermore, several novel findings pertain to placement in social media and use of influencer marketing: display ads are effective on social media, especially with hard sell messages. Influencer ads increase engagement more than conversion and are more effective outside social media. A simulation reveals the impact of optimizing ad copy and placement decisions: optimizing ad copy decisions has larger effects than placement decisions and synergy exists between both decisions, offering further guidance to managers.
