Relevant bibliographies by topics / Effectiveness of online advertising

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  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers
  6. Reports

Academic literature on the topic 'Effectiveness of online advertising'

Author: Grafiati
Published: 28 May 2022
Last updated: 31 July 2025

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Journal articles on the topic "Effectiveness of online advertising"

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G., Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research – Granthaalayah 4, no. 3 (Special Edition) (2017): 14–21. https://doi.org/10.5281/zenodo.848016.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of
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Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.

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Advertising has come a long way today. More and more new medium is being explored each day to make a successful advertising campaign. Internet that has in recent times picked up as advertising medium has become the favorite of the advertiser in no time. Online advertisement, also called internet advertising uses the internet to deliver promotional marketing messages to consumers. It includes email marketing, search engine marketing, social media marketing, many types of display advertising (including web banner advertising), and mobile advertising. This study reveals that the effectiveness of
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Srivatchan, Karthik, and Dr V. Dhayalan. "Effectiveness of online advertising." International Journal of Research in Management 6, no. 1 (2024): 533–36. http://dx.doi.org/10.33545/26648792.2024.v6.i1f.188.

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BARBU, Cristina Mihaela, Ștefan PONEA, and Cristiana Luminiţa BOGDĂNOIU. "OFFLINE ADVERTISING VERSUS ONLINE ADVERTISING." Theoretical and Practical Research in the Economic Fields 10, no. 2 (2019): 118. http://dx.doi.org/10.14505/tpref.v10.2(20).05.

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The starting point of the article is the following: is the online environment appropriate to the requirements and needs for affirmation and efficiency of advertising considered a concern by itself? How effective is this advertising model? How can we demonstrate the effectiveness of online advertising? What new does this "new media" bring?
 The present paper aims to define online advertising in the light of the environment in which it is developed but also of the promotion tools and to present the stages of designing an advertising campaign conducted exclusively in the online environment.
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Berlian, Christian Wahyu. "Traffic online ads design through Advertising effectiveness “A case of online banner ads on the Tribun Bali website page”." REVIEW OF MANAGEMENT, ACCOUNTING, AND BUSINESS STUDIES 2, no. 2 (2021): 91–103. http://dx.doi.org/10.38043/revenue.v2i2.4164.

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Advertising has a very important role in achieving a company's goals. Of course, the advertising made by the company must be effective so that the purpose of the advertisement is made to the public and right on target. There are many factors that affect the effectiveness of advertising such as the stimulus of advertising, advertising messages, and advertising media. The purpose of this study is to examine the effect of Advertising Stimulus, Advertising Messages, and Advertising Media on Advertising Effectiveness. The object of this research is the TribunBali website and the number of responden
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Djafarova, Elmira, and Kristina Kramer. "YouTube advertising: Exploring its effectiveness." Marketing Review 19, no. 1 (2019): 127–45. http://dx.doi.org/10.1362/146934719x15633618140855.

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Advertising on YouTube is becoming increasingly popular due to its large potential in engaging existing and new target audiences via highly interactive video advertisements. However, YouTube is criticised for providing mostly lower value user-generated content. This leads to major concerns among marketers regarding how resources can be allocated most efficiently across channels and how effective YouTube is as an advertising channel. The purpose of this study is to evaluate existing literature exploring the effectiveness of YouTube advertising. This research contributes to academic literature b
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Wibowo, Bambang Setia. "PENGARUH WEBSITE INTERFACE FEATURES, BRAND AMBASSADOR DAN CREATIVE ADVERTISING TERHADAP ADVERTISING EFFECTIVENESS SERTA DAMPAKNYA TERHADAP ONLINE SHOPPING INTENTION." MODUS 28, no. 2 (2016): 169. http://dx.doi.org/10.24002/modus.v28i2.849.

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This study examined the influence of brand ambassador reputation, websiteinterface features and creative advertising to advertising effectiveness and its impact toonline shopping intention. This study is the integration of previous studies to determinethe effect of simultaneous between variables and the variable advertising effectiveness asa mediating variable in the influence of brand ambassador reputation, website interfacefeatures and creative advertising to online shopping intention. Respondents of this studywere 115 university students who have ever seen e-commerce advertisements on elect
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Broussard, Gerard. "How Advertising Frequency Can Work to Build Online Advertising Effectiveness." International Journal of Market Research 42, no. 4 (2000): 1–13. http://dx.doi.org/10.1177/147078530004200406.

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Yadav, Ajay Kumar. "Digital Advertising, Internet Advertising, Online Marketing, Web Advertising, Online Advertising, Internet Marketing, Web Marketing." International Journal For Academic Research and Development 3, no. 1 (2021): 21–37. https://doi.org/10.5281/zenodo.6640636.

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This piece of research work aims at understanding the preferred emerging media options used for marketing. In the Internet age many new methods used for product promotion and marketing. "Desk research" has been turned into "online research", now in the online, market research has become possible. Many Indian companies are using digital marketing for competitive advantage. Social Media has quickly gained prominence as it provides people with the opportunity to communicate and share posts and topics. The development of information technology, followed by the advancement of di
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Gumilevskaya, Sofia, Joseph Devlin, Daniel Richardson, Habiba Diab, Zutao Liu, and Phoebe Casey-Miller. "Addressable TV Advertising Enhances Advertising Effectiveness." Organizations and Markets in Emerging Economies 14, no. 2(28) (2023): 386–411. http://dx.doi.org/10.15388/omee.2023.14.98.

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As TV consumption evolves from traditional linear programming to more on-demand viewing, advertising is also changing, seeking to tailor content to best match the interests of viewers. Addressable advertising is an interactive form of advertising that combines online data personalization with on-demand TV content with the aim of addressing individual viewers and improving advertising outcomes. This study investigated whether audience engagement with advertising (indexed by self-report liking, attention, and memory for an advertisement) was affected by addressability and the screen size on whic
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Dissertations / Theses on the topic "Effectiveness of online advertising"

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Liu, Handan, and Jin Ma. "Advertising management influence effctiveness of online advertising : A study of white-collar workers in online advertising context." Thesis, Halmstad University, School of Business and Engineering (SET), 2010. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-4868.

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<p>Online advertising which is a new form of communication provides interactivity between advertisers and consumers.</p><p>This dissertation is focusing on how advertising management influence the effectiveness of online advertising.The theoretical framework of this study mainly contains the advertising management and effectiveness of effects model.These two models are combined together in an analytical model where a connection between the two theories is explained that will be used as a foundation in gathering and analyzing the empirical findings. The quatitative research strategy is appliedd
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Jonsson, Amanda, and Ekeroth Julia Darnéus. "The Effectiveness of Personalised Advertising : An exploratory study on personalised advertising done on Facebook." Thesis, Mälardalens högskola, Akademin för ekonomi, samhälle och teknik, 2021. http://urn.kb.se/resolve?urn=urn:nbn:se:mdh:diva-54413.

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Zachová, Hana. "Czech SMEs and the Effectiveness of their PPC Advertising." Master's thesis, Vysoká škola ekonomická v Praze, 2014. http://www.nusl.cz/ntk/nusl-262146.

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This thesis examines the problem of evaluating the effectiveness of digital marketing; more specifically it looks at the topic of Pay-per-click advertising on the scope of Small and Medium-sized businesses in the Czech Republic. The thesis provides literature review of the historical and current possible practices of what specific measures can be used to evaluate the success of pay-per-click advertising. Moreover, it connects the measurement subject with the associated area of attribution modeling. This topic represents an important issue for the online marketers mostly because of a currently
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Lesný, Tomáš. "Online marketingové nástroje a jejich efektivita." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-264040.

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The diploma thesis deals with internet marketing tools, the tools of own web pages and the tools of internet advertising. In connection with growing importance of internet marketing arises question how effective are internet marketing tools and what are their benefits. This thesis compares benefits and effectiveness to a sample of internet marketing tools based on the branch metrics and based on a Return On Investment. The research includes 10 apllied tools of internet marketing from 12 described in a theoretical part. The thesis showes different effectivity and benefits for a different intern
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Ku, Sung Mo. "The Influence of Content and Context Motivation on Advertisement Effectiveness Online." Scholarship @ Claremont, 2015. http://scholarship.claremont.edu/cmc_theses/1177.

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This research proposal provides literature review regarding context motivation and its influence on advertisement effectiveness. I propose two quasi-experiments using motivation as an independent variable while measuring memory for the advertisement in order to predict advertisement effectiveness. The first experiment solely investigates the role of program motivation on advertisement memory. The secondary experiment proposed an investigation looking into the interaction between program motivation and advertisement motivation. Based on previous literature on advertisements, persuasion, and mot
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Wärme, Erica, and Louise Olsson. "Influencer marketing and its effectiveness on consumers’ attitudes and purchase intention." Thesis, Luleå tekniska universitet, Institutionen för ekonomi, teknik och samhälle, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:ltu:diva-79709.

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Social media is nowadays one of the best ways to reach new potential customers. Social media platforms allow influencers to promote brands and reach even more customers. These new platforms are relatively untested as regards its effectiveness. The purpose of this thesis was to investigate if influencers affected customers´ attitudes and purchase intentions more than online adverts, regarding energy drinks. The thesis used an experiment in order to investigate this further. Combined with previous research in this area and the data from the study’s questionnaire, a result for this thesis could b
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Башук, Тетяна Олександрівна, Татьяна Александровна Башук, Tetiana Oleksandrivna Bashuk та А. О. Дериколенко. "Визначення ефективності реклами в Інтернеті". Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/12349.

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На сьогоднішній день актуальною є проблема визначення ефективності реклами в Інтернеті. Існує велика кількість методів, але вони доступні лише професіоналам з відповідною освітою. В більшості випадків рекламодавець не здатен оцінити ефективність своєї реклами. При цитуванні документа, використовуйте посилання http://essuir.sumdu.edu.ua/handle/123456789/12349
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Pettersson, Jimmie. "Contextual Advertising Online." Thesis, Linköping University, Department of Computer and Information Science, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-15878.

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<p>The internet advertising market is growing much faster than any other advertising vertical. The technology for serving advertising online goes more and more towards automated processes that analyze the page content and the user’s preferences and then matches the ads with these parameters.</p><p>The task at hand was to research and find methods that could be suitable for matching web documents to ads automatically, build a prototype system, make an evaluation and suggest areas for further development. The goals of the system was high throughput, accurate ad matching and fast response times.
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Estrada, Jiménez José Antonio. "Privacy in online advertising platforms." Doctoral thesis, Universitat Politècnica de Catalunya, 2020. http://hdl.handle.net/10803/669772.

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Online advertising is consistently considered as the pillar of the "free• content on the Web since it is commonly the funding source of websites. Furthermore, the option of delivering personalizad ads has tumed advertising into a really valuable service for users, who receive ads tailored to their interests. Given its success in getting paying customers, online advertising is fueling a billionaire business. The current advertising model builds upon an intricate infrastructure whose main aim is to deliver personalized ads. For this purpose, a wealth of user data is collected, aggregated, proces
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Chen, B. "Financial methods for online advertising." Thesis, University College London (University of London), 2015. http://discovery.ucl.ac.uk/1461143/.

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Online advertising, a form of advertising that reaches consumers through the World Wide Web, has become a multi-billion dollar industry. Using the state of the art computing technologies, online auctions have become an important sales mechanism for automating transactions in online advertising markets, where advertisement (shortly ad) inventories, such as impressions or clicks, are able to be auctioned off in milliseconds after they are generated by online users. However, with providing non-guaranteed deliveries, the current auction mechanisms have a number of limitations including: the uncert
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Books on the topic "Effectiveness of online advertising"

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1907-, Britt Steuart Henderson, ed. Measuring advertising effectiveness. Garland, 1985.

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D, Wells William, ed. Measuring advertising effectiveness. L. Erlbaum Associates, 1997.

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Briggs, Amanda. Advertising effectiveness: How does advertising work? Horton Publishing Ltd., 1989.

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Institute of Practioners in Advertising., ed. IPA advertising effectiveness awards. Marketing, 1994.

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Klapdor, Sebastian. Effectiveness of Online Marketing Campaigns. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3.

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Nicholas, Melissa. Effectiveness of advertising on the Internet. LCP, 1999.

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Cunningham, Court. Local online advertising for dummies. Wiley, 2010.

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J, Holbein Thomas, and International Newspaper Marketing Association, eds. Evaluating the effectiveness of newspaper promotion. International Newspaper Marketing Association, 1987.

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Institute of Practitioners in Advertising., ed. Advertising works: 20 advertising case history presentations from the 1994 IPA advertising effectiveness awards. Institute of Practitioners in Advertising, 1995.

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Kaatz, Ronald B. Advertising & marketingchecklists: 77 proven checklists to save time & boost advertising effectiveness. NTC Business Books, 1989.

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Book chapters on the topic "Effectiveness of online advertising"

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Klapdor, Sebastian. "Overview on Online Advertising." In Effectiveness of Online Marketing Campaigns. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_2.

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Klapdor, Sebastian. "Study I: Effectiveness of Multichannel Online Advertising." In Effectiveness of Online Marketing Campaigns. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_4.

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Klapdor, Sebastian. "Study II: Effectiveness of Search Engine Advertising." In Effectiveness of Online Marketing Campaigns. Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_5.

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Li, Dan. "From TV Commercial to Online Search: Effectiveness of Super Bowl Advertising." In Celebrating America’s Pastimes: Baseball, Hot Dogs, Apple Pie and Marketing? Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-26647-3_185.

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Grassmann, Johannes, and Malte Brettel. "Does Your Online Advertising Work for Every Consumer? Measuring Age-Related Advertising Effectiveness in an Internet Company." In Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-11797-3_84.

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Su, Chunmeizi. "Regulating Chinese and North American Digital Media in Australia: Facebook and WeChat as Case Studies." In Palgrave Global Media Policy and Business. Springer International Publishing, 2022. http://dx.doi.org/10.1007/978-3-030-95220-4_9.

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AbstractAs the Australian government has legislated for a ‘News Media and Digital Platforms Mandatory Bargaining Code’ to compel Google and Facebook to pay for news content, platform regulation in Australia has prompted a heated discussion worldwide. Questionable business practices have incited issues such as anti-competition behaviour, online harms, disinformation, algorithmic advertising, trade of data, privacy breaches and so on. Consequently, these technology tycoons are reinscribing industries and societies alike, posing a threat to digital democracy. This chapter examines how Facebook an
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East, Robert. "Online Advertising." In The Effect of Advertising and Display. Springer US, 2003. http://dx.doi.org/10.1007/978-0-387-23377-2_6.

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Charlesworth, Alan. "Advertising online." In Digital Marketing. Routledge, 2018. http://dx.doi.org/10.4324/9781315175737-7.

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Charlesworth, Alan. "Advertising online." In Absolute Essentials of Digital Marketing. Routledge, 2020. http://dx.doi.org/10.4324/9781003015789-6.

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Spurgeon, Christina. "Online Advertising." In The Routledge Companion to Global Internet Histories. Routledge, 2017. http://dx.doi.org/10.4324/9781315748962-27.

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Conference papers on the topic "Effectiveness of online advertising"

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Rampal, Sourav, M. K. Ranganathaswamy, Jayashree Tamkhade, V. J. Vijayalakshmi, Pradeep Marwaha, and S. Hariharasudhan. "Investigating the Effectiveness of Dynamic Content in Mobile Advertising." In 2024 15th International Conference on Computing Communication and Networking Technologies (ICCCNT). IEEE, 2024. http://dx.doi.org/10.1109/icccnt61001.2024.10725779.

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Davidavičienė, Vida. "Effectiveness Factors of Online Advertising." In The 7th International Scientific Conference "Business and Management 2012". Vilnius Gediminas Technical University Publishing House Technika, 2012. http://dx.doi.org/10.3846/bm.2012.106.

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Imsa, Mentari Anugrah, and Irwansyah. "Online Advertising Effectiveness for Advertiser and User." In 2nd Jogjakarta Communication Conference (JCC 2020). Atlantis Press, 2020. http://dx.doi.org/10.2991/assehr.k.200818.050.

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"THE EFFECTIVENESS OF ADVERTISING IN ONLINE GAMES." In 20th International Conference on Applied Computing 2023 and 22nd International Conference on WWW/Internet 2023, held in Madeira Island, Portugal from 21 to 23 October 2023. IADIS Press, 2023. http://dx.doi.org/10.33965/icwi_ac_2023_202307l012.

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Zhou, Huini, Li Li, and Xiaoguang Gu. "Evaluating and analyzing the effectiveness of online advertising." In 2018 5th International Conference on Industrial Engineering and Applications (ICIEA). IEEE, 2018. http://dx.doi.org/10.1109/iea.2018.8387067.

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Cheung, Ronnie. "Effectiveness of Online Advertising A Hong Kong Case Study." In 2010 International Conference on e-Education, e-Business, e-Management, and e-Learning, (IC4E). IEEE, 2010. http://dx.doi.org/10.1109/ic4e.2010.104.

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Sun, Caihong, Meina Zhang, and Meiyun Zuo. "Does Ad-Context Matter on the Effectiveness of Online Advertising?" In The 30th International Conference on Software Engineering and Knowledge Engineering. KSI Research Inc. and Knowledge Systems Institute Graduate School, 2018. http://dx.doi.org/10.18293/seke2018-144.

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Wang, Pengyuan, Yechao Liu, Marsha Meytlis, Han-Yun Tsao, Jian Yang, and Pei Huang. "An efficient framework for online advertising effectiveness measurement and comparison." In WSDM 2014: Seventh ACM International Conference on Web Search and Data Mining. ACM, 2014. http://dx.doi.org/10.1145/2556195.2556235.

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Jin, Shize, Yong Zeng, and Chun Wang. "Assessment of Advertising Effectiveness Through Audience’s Eye Movements." In ASME 2010 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference. ASMEDC, 2010. http://dx.doi.org/10.1115/detc2010-28197.

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The evaluation of advertisement effectiveness during the advertisement design phase and pre-launch phase is critical for the advertisement’s success in the targeted market. This evaluation should predict advertisement’s final performance as accurately as possible. In today’s advertisement business, questionnaire-based evaluation methods, such as attitude and opinion rating are widely used. To obtain good survey results, high quality questionnaires and proper interviewing procedures have to be developed with the support of the competent execution and supervision. These activities are usually co
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Naumova, Natalia Aleksandrovna, Ilnara Ilnurovna Rahmanova, and Regina Vildanovna Nagumanova. "Analytical procedures for assessing effectiveness of spending on online advertising in medical organizations." In Proceedings of the International conference "Economy in the modern world" (ICEMW 2018). Atlantis Press, 2018. http://dx.doi.org/10.2991/icemw-18.2018.72.

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Reports on the topic "Effectiveness of online advertising"

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Hotsur, Oksana. SOCIAL NETWORKS AND BLOGS AS TOOLS PR-CAMPAIGN IMPLEMENTATIONS. Ivan Franko National University of Lviv, 2021. http://dx.doi.org/10.30970/vjo.2021.50.11110.

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The article deals with the ways in which social networks and the blogosphere influence the formation and implementation of a PR campaign. Examples from the political sphere (election campaigns, initiatives), business (TV brands, traditional and online media) have revealed the opportunities that Facebook, Telegram, Twitter, YouTube and blogs promote in promoting advertising, ideas, campaigns, thoughts, or products. Author blogs created on special websites or online media may not be as much of a tool in PR as an additional tool on social media. It is noted that choosing a blog as the main tool o
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Davies, Jonathan, and Lydia Harriss. Online Advertising Technology and Competition. Parliamentary Office of Science and Technology, UK Parliament, 2023. http://dx.doi.org/10.58248/pn705.

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Chesnes, Matthew, and Ginger Zhe Jin. Direct-to-Consumer Advertising and Online Search. National Bureau of Economic Research, 2016. http://dx.doi.org/10.3386/w22582.

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Charnes, A. Measuring the Impact of Advertising on Army Recruiting: Data Envelopment Analysis and Advertising Effectiveness. Defense Technical Information Center, 1990. http://dx.doi.org/10.21236/ada236779.

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Sánchez-Blanco, Cristina. The contribution of Spanish account planners to advertising effectiveness. Revista Latina de Comunicación Social, 2010. http://dx.doi.org/10.4185/rlcs-65-2010-900-278-290-en.

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Lerro, Pat, Janice H. Laurence, and Peter F. Ramsberger. Military Advertising Awareness and Effectiveness: Findings from the 1990 Youth Attitude Tracking Study. Defense Technical Information Center, 1992. http://dx.doi.org/10.21236/ada265479.

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Lerro, Pat, Jeffrey D. Barnes, and Brian K. Waters. Military Advertising Awareness and Effectiveness: Findings from the 1991 Youth Attitude Tracking Study. Defense Technical Information Center, 1993. http://dx.doi.org/10.21236/ada274260.

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Grow, André, Daniela Perrotta, Emanuele Del Fava, et al. How reliable is Facebook’s advertising data for use in social science research? Insights from a cross-national online survey. Max Planck Institute for Demographic Research, 2021. http://dx.doi.org/10.4054/mpidr-wp-2021-006.

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Syed, Basil Ahmad, Edafe Anderson Ozero, and Samson Toye Abiodun. Effectiveness of Guerrilla Marketing in Lithuania: a Case Study of the Swedbank's "Life under the Oak" Campaign. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.4.5.

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In response to the current issues of catching customer attention amidst information overload, guerrilla marketing has evolved as a disruptive technique that prioritizes creativity and uniqueness over standard advertising tactics. This research looks at the efficacy of guerrilla marketing using a case study of Swedbank's "Life Under the Oak" campaign in Lithuania. The study intends to assess the campaign's effects on Swedbank awareness, engagement, and cost-effectiveness in comparison to traditional advertising strategies. Data was acquired directly from Lithuanian consumers using a cross-secti
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Zhang, Yi, Mae Thamer, Onkar Kshirsagar, and Miguel Hernan. Developing an Interactive Online Guide to Support the Use of Causal Inference Methods in Comparative Effectiveness Research. Patient-Centered Outcomes Research Institute® (PCORI), 2020. http://dx.doi.org/10.25302/1.2020.me.13036031.

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