Effectiveness of Online Marketing Campaigns: An Investigation Into Online Multichannel and Search Engine Advertising

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​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 ...

Effectiveness of Online Marketing Campaigns: An Investigation Into Online Multichannel and Search Engine Advertising 2013, Springer Gabler

ISBN-13: 9783658017316

2013 edition

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