Title: Effectiveness Solutions in Online Advertising
Abstract:To understand Internet advertising effectiveness, special features of advertising formats should be assessed. In this regard, marketers must develop new criteria for measuring online advertising effec...To understand Internet advertising effectiveness, special features of advertising formats should be assessed. In this regard, marketers must develop new criteria for measuring online advertising effectiveness. First, the effectiveness criteria should be totally revised, and a set of new features must be defined so that marketers can utilize the new criteria for online advertising measurement. Then, advertisers must develop a typology of different online advertising formats and scrutinize scholars’ research in an online context. In this chapter, Internet advertising is discussed from two points of view: first, from a general viewpoint (effectiveness in advertising as whole), and then from each format’s viewpoint.Read More
Publication Year: 2012
Publication Date: 2012-03-14
Language: en
Type: book-chapter
Indexed In: ['crossref']
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