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Key Success Factors in Internet Advertising: The role of Online User Activity and Social Context - Couverture souple

Papadopoulos, Symeon

 
9783838308005: Key Success Factors in Internet Advertising: The role of Online User Activity and Social Context
Couverture souple
ISBN 10 : 383830800X ISBN 13 : 9783838308005
Editeur : LAP Lambert Academic Publishing, 2009

Synopsis

Internet advertising has presented sustainable revenue growth since its inception in the mid-1990s. Internet advertising takes a multitude of forms, ranging from the "traditional" banners to today's rich media ads. Due to its wide success, internet advertising currently constitutes a significant marketing channel for a large number of firms and it is thus gradually gaining attention in the context of marketing communications strategy planning and implementation. However, there has been relatively little empirical research and actionable knowledge on the factors that affect the success of online advertising. Consequently, when relying on insufficient knowledge to make decisions about their internet marketing strategy, companies run the risk of missing marketing opportunities or damaging their image. To this end, the work presented in this book investigates how the online activities and social context of internet users affect their response to online advertising. The study is carried out through the analysis of user responses to internet ads in a controlled online environment.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Présentation de l'éditeur

Internet advertising has presented sustainable revenue growth since its inception in the mid-1990s. Internet advertising takes a multitude of forms, ranging from the "traditional" banners to today's rich media ads. Due to its wide success, internet advertising currently constitutes a significant marketing channel for a large number of firms and it is thus gradually gaining attention in the context of marketing communications strategy planning and implementation. However, there has been relatively little empirical research and actionable knowledge on the factors that affect the success of online advertising. Consequently, when relying on insufficient knowledge to make decisions about their internet marketing strategy, companies run the risk of missing marketing opportunities or damaging their image. To this end, the work presented in this book investigates how the online activities and social context of internet users affect their response to online advertising. The study is carried out through the analysis of user responses to internet ads in a controlled online environment.

Biographie de l'auteur

Symeon Papadopoulos received his diploma in Electrical-Computer Engineering (Aristotle University of Thessaloniki, 2004). He is a holder of a Professional Doctorate in Engineering (Technical University of Eindhoven, 2006) and an MBA degree (Blekinge Institute of Technology, 2009). He is currently working as a researcher in CERTH on web data mining.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP Lambert Academic Publishing
Date d'édition
2009
Langue
anglais
ISBN 10 
383830800X
ISBN 13 
9783838308005
Reliure
Broché
Nombre de pages
84
Coordonnées du fabricant
non disponible
Personne responsable
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