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Dissertations / Theses on the topic 'Effectiveness of online advertising'

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Published: 28 May 2022
Last updated: 31 July 2025

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1

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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3

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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8

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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9

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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10

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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Cox, Shirley A. "Online social network member attitude toward online advertising formats /." Online version of thesis, 2010. http://hdl.handle.net/1850/11588.

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Modig, Erik. "Understanding advertising creativity : how perceptions of creativity influence advertising effectiveness." Doctoral thesis, Handelshögskolan i Stockholm, Institutionen för Marknadsföring och strategi, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:hhs:diva-1951.

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Today advertisers face the challenge of securing advertising effectiveness by producing advertisement that gets the consumers’ attention and shape their attitudes and behavior. One suggested way to reach these objectives is creativity. Both advertising industry professionals, awards, effectiveness reports and research support this notion that what makes advertising effective is creative excellence. However, research has shown that advertising professionals seems to have little formalized understanding about how advertising creativity work and how it is defined and measured. Current research ne
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Tran, Minh-Dung. "Privacy Challenges in Online Targeted Advertising." Thesis, Grenoble, 2014. http://www.theses.fr/2014GRENM053/document.

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L'auteur n'a pas fourni de résumé en français<br>In modern online advertising, advertisers tend to track Internet users' activities and use these tracking data to personalize ads. Even though this practice - known as extit{targeted advertising} - brings economic benefits to advertising companies, it raises serious concerns about potential abuses of users' sensitive data. While such privacy violations, if performed by trackers, are subject to be regulated by laws and audited by privacy watchdogs, the consequences of data leakage from these trackers to other entities are much more difficult to d
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Lam, Wai-man. "Online advertising : why or why not ?" HKBU Institutional Repository, 2005. http://repository.hkbu.edu.hk/etd_ra/683.

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15

Hemphoom, Sunisa, and Karina Konrádi. "Reconnect with readers : Does native advertising affect customer’s attitude towards online advertising?" Thesis, Internationella Handelshögskolan, Jönköping University, IHH, Företagsekonomi, 2020. http://urn.kb.se/resolve?urn=urn:nbn:se:hj:diva-49261.

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Background - The thesis topic was selected because of the increased value of ads as a promotional tool and the growing avoidance arising from the exposure rate towards advertising. The principle of native advertising gives marketers a less intrusive pathway. Despite the increased trend and the benefits of using native advertising as a digital marketing tool, native advertising has been criticized for its approach. However, we hope to provide another insight into the positive side of native advertising.  Purpose - We seek to help advertisers improve native advertising content based on individua
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Yuan, S. "Supply side optimisation in online display advertising." Thesis, University College London (University of London), 2015. http://discovery.ucl.ac.uk/1463229/.

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On the Internet there are publishers (the supply side) who provide free contents (e.g., news) and services (e.g., email) to attract users. Publishers get paid by selling ad displaying opportunities (i.e., impressions) to advertisers. Advertisers then sell products to users who are converted by ads. Better supply side revenue allows more free content and services to be created, thus, benefiting the entire online advertising ecosystem. This thesis addresses several optimisation problems for the supply side. When a publisher creates an ad-supported website, he needs to decide the percentage of ad
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Arkhipov, Dmitri I. "Computational Models for Scheduling in Online Advertising." Thesis, University of California, Irvine, 2016. http://pqdtopen.proquest.com/#viewpdf?dispub=10168557.

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<p> Programmatic advertising is an actively developing industry and research area. Some of the research in this area concerns the development of optimal or approximately optimal contracts and policies between publishers, advertisers and intermediaries such as ad networks and ad exchanges. Both the development of contracts and the construction of policies governing their implementation are difficult challenges, and different models take different features of the problem into account. In programmatic advertising decisions are made in real time, and time is a scarce resource particularly for publ
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18

Quinn, Martin. "Three essays in economics of online advertising." Electronic Thesis or Diss., Paris, ENST, 2018. http://www.theses.fr/2018ENST0040.

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La thèse présente une analyse économique de trois nouveaux sujets liés à l’économie de la publicité en ligne. Elle utilise des méthodes empiriques et théoriques. Le chapitre 1 présente le contexte de la thèse ainsi que les principaux résultats développés dans les chapitres suivants. Dans le chapitre 2, la thèse montre à travers un modèle théorique comment la transparence dans les modes d’achats publicitaire modifie les équilibres du marché. Dans un contexte ou la publicité est considérée comme une nuisance par les utilisateurs, le chapitre montre que l’introduction de telles technologies qui r
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Bergkvist, Lars. "Advertising effectiveness measurement : intermediate constructs and measures." Doctoral thesis, Stockholm : Economic Research Institute, Stockholm School of Economics [Ekonomiska forskningsinstitutet vid Handelshögsk.] (EFI), 2000. http://www.hhs.se/efi/summary/531.htm.

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20

Satokangas, S. (Saara). "Effectiveness of mobile in-game banner advertising." Master's thesis, University of Oulu, 2013. http://urn.fi/URN:NBN:fi:oulu-201302281063.

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The aim of this research is to find out the effectiveness of banner advertising in mobile games. The matter has been approached by examining the attitudes consumers have towards mobile in-game banner advertising (IGBA) and the intention they have to click on these advertisements. The existing literature considering banner advertising, mobile advertising and in-game advertising is gone through rather extensively and based on it, a theoretical framework was formed and later on tested with empirical data. The empirical part of this study is conducted by using primarily quantitative methods but al
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21

Konsolaki, Kalliopi. "Comparative advertising effectiveness : a cross-cultural study." Thesis, University of Kent, 2015. https://kar.kent.ac.uk/60150/.

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The lucrative world of comparative advertising has been attractive to marketers, who seek economic types of persuasive communication. Nevertheless, research in the actual effectiveness of comparative advertising has been inconclusive, contradicting, and insufficient. The increasing importance of comparative advertising in the current competitive global environment requires immediate findings about how comparative advertising can work effectively. This study is the first study to develop an integrated conceptual model of the factors, which influence comparative advertising effectiveness. Partic
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Bi, Chun. "The Cultural Characteristics in China's Official Online Tourism Advertisements." Thesis, Uppsala universitet, Medier och kommunikation, 2012. http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-175873.

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Tourism advertising is an important approach in providing information about tourism destinations and in attracting potential customers, and in this process, particular cultural factors are usually conveyed. In this thesis, the main intention was to describe the cultural factors reflected in advertising and discover the role that Chinese cultural identity plays in China’s official Internet tourism advertisements to overseas markets using a theoretical framework of diverse cultural issues. The objects of this study are the official tourism advertisements from China National Tourist Office’s (CNT
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Pura, Karolina. "Effectiveness of online marketing tools." Master's thesis, NSBE - UNL, 2013. http://hdl.handle.net/10362/9813.

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Simion, Alina. "The effectiveness of online sponsorship." Thesis, Université de Lorraine, 2018. http://www.theses.fr/2018LORR0315.

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Cette thèse a comme objectif d’analyser l’efficacité du parrainage en ligne, dans le cadre de la communication de l’entreprise. La revue de la littérature comprend deux parties : les caractéristiques de base du parrainage en ligne (chapitre I) et le traitement du parrainage en ligne et ses effets (chapitre II). Le chapitre I présente une analyse des principes de base du concept de parrainage et des communautés en ligne, ainsi que leur impact sur les consommateurs. La section I.2 est consacrée à notre sujet de recherche, le parrainage en ligne. Nous présentons l'état de l'art, définissons et cl
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Tangthieng, Pattra. "The IPA (Advertising) Effectiveness Awards 1980-2002 : a reflection of non-marketing advertising." Thesis, University of Stirling, 2009. http://hdl.handle.net/1893/1790.

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Theoretically, advertising has been regarded as a marketing communication; that is, advertising is subsumed under marketing. However, this thesis deconstructs the existing theories and argues that advertising historically was not a marketing tool due to practical conflicts within the British advertising industry. Field work was conducted by means of interviews in addition to document research of publications by practitioners. After the Second World War, marketing people in Britain adopted the modern marketing concepts from the US where marketing and advertising people used the same principles
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Sara, Harmala Kaur. "Effects of cultural differences and product types on advertising effectiveness in Costa Rica and the U.S." [Gainesville, Fla.] : University of Florida, 2004. http://purl.fcla.edu/fcla/etd/UFE0005163.

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Zadimoghaddam, Morteza. "Online allocation algorithms with applications in computational advertising." Thesis, Massachusetts Institute of Technology, 2014. http://hdl.handle.net/1721.1/87940.

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Thesis: Ph. D., Massachusetts Institute of Technology, Department of Electrical Engineering and Computer Science, 2014.<br>Cataloged from PDF version of thesis.<br>Includes bibliographical references (pages 99-107).<br>Over the last few decades, a wide variety of allocation markets emerged from the Internet and introduced interesting algorithmic challenges, e.g., ad auctions, online dating markets, matching skilled workers to jobs, etc. I focus on the use of allocation algorithms in computational advertising as it is the quintessential application of my research. I will also touch on the class
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Hild, Sebastian [Verfasser]. "Synergy in Multi-Channel Online Advertising / Sebastian Hild." Aachen : Shaker, 2010. http://d-nb.info/1084536455/34.

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Souza, Ana Clara, and Rexhinaldo Durro. "Digital marketing: Online advertising tricks and consumer irritation." Thesis, Högskolan i Halmstad, Akademin för ekonomi, teknik och naturvetenskap, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-31317.

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The social media usage in this decade has seen a vast expansion, expansion that has been observed in the amount of time users spend on social media. This has provided ground for advertising within the media. Exploiting those opportunities, a number of advertisement tricks have been contrived and exercised with the intention of drawing the users’ attention and turning them into potential customers, although the effectiveness of these advertising has shown mixed results. Moreover there is an insufficient amount of scientific research within social media advertising, as well as the forms and effe
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ANDRAL, Mélanie, and Axelle LARROQUE. "The emojis consumer perception in the online advertising." Thesis, Högskolan i Halmstad, 2016. http://urn.kb.se/resolve?urn=urn:nbn:se:hh:diva-32022.

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Title: The emojis consumer perception in the online advertising Research question: How consumers perceive emojis in online advertisement? Supervisor: Venilton Reinert Course: Strategic Marketing with Independent Project Keywords: Emojis, brand image, digital marketing, perception, online advertisement Purpose: The purpose of the study is to analyse the consumer’s perception regarding brands using emojis in their online communication strategy. The purpose is also to understand the profit that could earn brands by using emojis and what they can add to the brand image. Methodology: Quantitative s
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Chen, Hao-Wen, and 陳皓文. "Advertising Effectiveness of Online Video Platform: A Case of YouTube." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/2y9b35.

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碩士<br>中原大學<br>資訊管理研究所<br>103<br>With Internet delivery of video content surging to an unprecedented level, online video advertising is growing many times faster than TV, search, and most other digital ad markets. It brings many opportunities and challenges, so lead to many academics and practitioners who are concerned about. This study is a case of YouTube which is one of the most well-known and widely discussed sites of participatory media in the contemporary online environment. We explore advertisement type and mechanism two factors which affect advertising effectiveness on YouTube in experi
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"Measuring Digital Advertising Effectiveness: Solving the Count/Quality Dilemma." Doctoral diss., 2017. http://hdl.handle.net/2286/R.I.46209.

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abstract: Total digital media advertising spending of $72.5 billion surpassed total television Ad spending of $71.3 billion for the first time ever in 2016. Approximately $39 billion, or 54% of the digital media advertising spend, involved pre-programmed software that purchased Ads on behalf of a buyer in Real-Time Bidding (RTB) settings. A major concern for Ad buyers is sub-optimal spending in RTB settings owing to biases in the attribution of customer conversions to Ad impressions. The purpose of this research is twofold. First, identify and propose a novel experimental design and analysis p
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Wang, Yu-Shun, and 王昱舜. "The Effect of Regulatory fit Between Website Content Attribute and Internet Advertising on Online Advertising Effectiveness - Using Online Automotive Msdia as an Example." Thesis, 2018. http://ndltd.ncl.edu.tw/handle/4t2ukx.

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碩士<br>中國文化大學<br>行銷碩士學位學程碩士班<br>106<br>With the development of the Internet, consumers are gradually switching from traditional TV newspapers and magazines to the Internet to obtain consumer information. In the automotive industry, online car media has become one of the indispensable information collection channels for consumers prior to car purchase. In the past, many scholars have put in related research to adjust the focus, but most of these studies are related to the discussion by manipulating the consumer's adjusting focus attributes, and less to apply the focus of adjustment to contextual
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Reis, Maria Marta Terras de Melo Moreira dos. "The essential feature to leverage retargeting effectiveness in online advertising - A Facebook and Instagram case study." Master's thesis, 2021. http://hdl.handle.net/10362/123534.

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Project Work presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence<br>With Internet space being crowded with advertising, generic ads considerably lose effectiveness and the importance of relevant communication increases. A great deal of past work has demonstrated the advantages of retargeting strategy in online advertising due to user’s recognition of retargeting ads as more meaningful. However, marketers do not know which element is determinant for the success of retargeting, as distinct features were ment
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Liu, P. L., and 劉柄良. "The Structural Relationship Study of Influence Factor on Online Advertising Effectiveness- A Examination of Computer Product." Thesis, 2005. http://ndltd.ncl.edu.tw/handle/68yfa3.

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碩士<br>國立勤益技術學院<br>流通管理系<br>93<br>Due to the quick development of Internet, online advertisement has become the important tool for message transmission and communication in online marketing. More and more traditional media turn to develop at Internet; therefore, how to influence consumers effectively through onlineadvertisement under the keen competition environment has been concerned by all enterprises. This research attempts to integrate relevant influential factors of the effect of online advertisement, discusses the interaction and correlation between each factor, and uses Structural Equati
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Abrantes, Tiago Manuel Machado. "Impacto da intrusividade de formatos publicitários em vídeos online." Master's thesis, 2015. http://hdl.handle.net/10400.5/10319.

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O presente estudo tem como objetivo compreender quais os impactos da intrusividade de diferentes formatos publicitários em vídeos online. Com esse mesmo propósito, foi desenvolvido e aplicado um questionário de contexto e confirmação do conteúdo da literatura; identificadas as escalas a utilizar, pedida autorização e criado um protocolo para traduzir as mesmas; identificadas as variáveis independente, dependentes e parasitas; criado um protocolo de testes com utilizadores, que foi posteriormente aplicado. A análise dos resultados foi feita através dos tratamentos estatísticos de ANOVA, coefici
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CHEN, PEI-LI, and 陳佩利. "The Influences of Graphic Configuration on the Online Advertising’s Effectiveness of the Institutes of Higher Education – Example of a University of Science and Technology." Thesis, 2019. http://ndltd.ncl.edu.tw/handle/5a37z3.

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碩士<br>銘傳大學<br>新媒體暨傳播管理學系碩士在職專班<br>107<br>The gradual decreasing yearly of the total number of students of regular and vocational high schools has propelled all colleges and universities to try their utmost to display their own strengths and characteristics to appeal potential students in order to prevent from closing-down crisis. This phenomenon, as a result, has led many private technical colleges and universities to transition, merge or shutting-down destiny eventually. Therefore, how to catch high school students’ eyes and obtain their sense of identity is definitely a great task that all c
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Martins, Mariana Vieira Alvares. "Going viral : how does viral online video content and specific features influence attitudes toward the brand?" Master's thesis, 2012. http://hdl.handle.net/10400.14/12957.

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Watching videos online has become an ordinary activity, which brands and advertising agencies have been progressively incorporating into their strategies through viral marketing campaigns. Furthermore, it has been verified that to induce consumers to pass-along, viral online video advertisings tend to rely on the use of increasingly provocative content. Still, few experimental researches have examined underlying processes and responses evoked by this feature. In order to fill this void, experimental research, progressed online, was conducted, in which the effects of this strong appeal in
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Cheng, Jen-Chieh, and 鄭人傑. "Maximizing Advertising Effectiveness." Thesis, 2015. http://ndltd.ncl.edu.tw/handle/34ger8.

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碩士<br>國立虎尾科技大學<br>經營管理研究所<br>103<br>This study aims to discover the optimal combination of advertising by incorporating factors including appeal, celebrity endorsement, and new media to assess the influence and effectiveness of advertising. Empirical experiments were conducted using mobile phones as the featured product. Variables tested included two types of appeal (reason and emotion), the presence of celebrity spokespeople, and four types of new media. As a result, the subjects were divided into 16 groups. The data were obtained from surveys on advertisement awareness, advertisement attitud
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Park, So Hyeon. "Online video advertising 101." Thesis, 2011. http://hdl.handle.net/2152/ETD-UT-2011-05-3233.

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Online streaming service sites such as YouTube and Hulu are popular these days. The fact that these websites utilize online video advertising as a revenue model led to a natural curiosity: Is online video advertising effective? Although this report does not give a conclusive answer due to lack of available data, it still covers enough topics to provide a comprehensive idea of what online video advertising is to those who are interested in the subject. As the title of this report states, its original purpose is to deliver an introductory guideline to internet video advertising.<br>text
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Luís, Mariana dos Santos. "Continente online : the sale of online advertising." Master's thesis, 2014. http://hdl.handle.net/10400.14/20521.

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Continente Online is one of the online grocery stores in Portugal. Founded in 2001, Continente’s Online store provides a convenience service to customers, offering more than 30,000 grocery and non-grocery products. Focus will be applied on this Portuguese case of E-commerce, with special attention being given to its monetization businesses, namely the sale of online advertising to third parties that was launched in 2010. This case study consists on a strategic reflection on the potentialities and challenges of this business. To do this, market research was conducted with the aim of understandi
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Lawson, Whitney Elizabeth. "Advertising networks and the state of online advertising." Thesis, 2010. http://hdl.handle.net/2152/ETD-UT-2010-05-1090.

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The current economic climate presents many challenges to advertisers. In 2009, advertising spending in the United States dropped 12.3 percent, forcing advertisers to focus on campaigns that prove a quick return on investment. As average time spent online continues to increases, so is the Internet’s contribution to society and the economy. Advertising budgets are being shifted online to reflect the growing importance of the Internet, and much of these budgets are being spent using advertising networks. These networks act as the intermediaries between advertisers and Web publishers and make onli
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43

"Effectiveness of internet advertising." 2000. http://library.cuhk.edu.hk/record=b5890164.

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by Lui Sai Lung, Yau Wai Yip.<br>Thesis (M.B.A.)--Chinese University of Hong Kong, 2000.<br>Includes bibliographical references (leaves 76-77).<br>Questionnaire in Chinese.<br>ABSTRACT --- p.ii<br>TABLE OF CONTENTS --- p.iii<br>LIST OF TABLES --- p.vi<br>Chapter<br>Chapter I --- INTRODUCTION --- p.1<br>Objective --- p.3<br>Chapter II --- SIGNIFICANCE OF STUDY --- p.4<br>Chapter III --- LITERATURE REVIEW --- p.6<br>What does internet advertising brings us? --- p.7<br>What makes the differences? --- p.8<br>What's the trend? --- p.8<br>is there something missed? --- p.9<br>how do we me
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Chang, Yu-Cheng, and 張宇丞. "Display Advertising Effectiveness Analysis." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/d8mqjm.

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碩士<br>元智大學<br>資訊管理學系<br>105<br>Our research obtain data collected from the tool provided by the social network, which focus on the effect of display advertising published on the social network. We proceed the dataset which has been posted advertisement for 30 days into two parts, characteristic and historical click rate. In order to model these two parts, we used ARIMA, LinearRegression, SupportVectorRegression, DecisionTreeRegression, Neural Network as our algorithms thought they’re totally different. Then we compare and analyze the RMSE that we predict by “Leave-one-out” which is was one of
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Keng, Ching-jui, and 耿慶瑞. "WWW Interactive Advertising Effectiveness." Thesis, 1999. http://ndltd.ncl.edu.tw/handle/88100534448950775472.

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博士<br>國立政治大學<br>企業管理學系<br>87<br>An interactive advertising is a message in an interactive medium, that promotes idea, good or services in real time, is available on individual demand, and affords individual choice in selection of advertising content. Accord to the past research, there is widely accepted definition of interactivity. The objective of this research is to explore the dimensions of interactivity, the levels of interactivity and the effects of interactivity on advertisement. The study first examines the dimensions of interactivity from literature review and cas
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You, Heuy-Lin, and 游慧琳. "The advertising effectiveness of comparative public benefit advertising." Thesis, 1998. http://ndltd.ncl.edu.tw/handle/59107563707746329837.

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碩士<br>國立臺灣大學<br>商學研究所<br>86<br>Abstract To establish image of corporate by public benefit advertising is useful to increase sales and profits. Although the utilization of comparative advertising is more frequent, but the advertisi ng effectiveness is argued. So this research shows the advertising effectivene ss of the public benefit advertising presentation by comparing. The main go als of this study describe as following: First, to know the advertising effect iveness of comparative public benefit
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Jiang, Chun-Yi, and 姜君怡. "The Influence of Advertising Slogans and Advertising Appeals on Advertising Effectiveness." Thesis, 2004. http://ndltd.ncl.edu.tw/handle/88131222155633501149.

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碩士<br>國立臺灣大學<br>商學研究所<br>92<br>In our daily life, there are all kinds of advertising slogans. According to previous studies, advertising slogan is one of very important and common marketing techniques, and has great influence on the advertising effectiveness. However, the effectiveness of the type of slogans has not been explored yet. Meanwhile, advertising appeals types is also an important factor to advertising effectiveness. Therefore, this study used a 3（type of slogans: declarative vs. interrogative vs. imperative）× 2（type of appeals: rational vs. emotional）between-subject design to measu
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Meganck, Shana. "Comparative versus noncomparative advertising print advertising intensity and effectiveness /." 2005. http://purl.galileo.usg.edu/uga%5Fetd/meganck%5Fshana%5Fl%5F200508%5Fma.

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Lee, Tsuei-Ling, and 李翠玲. "The Analysis of Advertising Effectiveness in Web Keyword Advertising." Thesis, 2008. http://ndltd.ncl.edu.tw/handle/7cxds8.

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碩士<br>世新大學<br>傳播管理學研究所(含碩專班)<br>96<br>The Analysis of Advertising Effectiveness in Web Keyword Advertising Student: Tsuei-Ling Lee Advisor: Chien-Chou Su Ph.D. Department of Communications Management Abstract This study was aimed at Internet users to investigate. To understand how the sample characteristics，internet advertising attitude, involvement of advertising messages and sharing of media will impact on the internet keyword ads Effect. Through analysis of the results of internet questionnaires which against 314 internet users, to further understand the keyword adve
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Chang, Ju-hui, and 張如慧. "The Effect on Advertising Effectiveness Caused by Advertising Frequency." Thesis, 1997. http://ndltd.ncl.edu.tw/handle/25733962388257634382.

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