Relevant bibliographies by topics / Online advertising campaign

Contents

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

Academic literature on the topic 'Online advertising campaign'

Author: Grafiati
Published: 24 April 2022

Create a spot-on reference in APA, MLA, Chicago, Harvard, and other styles

Select a source type:

Consult the lists of relevant articles, books, theses, conference reports, and other scholarly sources on the topic 'Online advertising campaign.'

Next to every source in the list of references, there is an 'Add to bibliography' button. Press on it, and we will generate automatically the bibliographic reference to the chosen work in the citation style you need: APA, MLA, Harvard, Chicago, Vancouver, etc.

You can also download the full text of the academic publication as pdf and read online its abstract whenever available in the metadata.

Journal articles on the topic "Online advertising campaign"

1

Acatrinei, Carmen. "A Qualitative Research Regarding the Online Advertising Formats Used by Romanian Companies." Studia Universitatis „Vasile Goldis” Arad – Economics Series 25, no. 3 (August 1, 2015): 23–34. http://dx.doi.org/10.1515/sues-2015-0019.

Full text
Abstract:
Abstract The present paper offers an in-depth view about the online advertising formats that are used by Romanian companies or digital advertising agencies. The qualitative research based on semi-structured detailed interviews with 12 professionals, took place in Bucharest, in February-March 2015. From the online advertising formats defined by IAB, the Romanian representatives mentioned to promote their organizations or to develop campaigns for their clients by using: search, display, social media, video advertising, affiliate marketing and sponsorship advertising format (advertorials and content sponsorship). The specialists argued about the most relevant and efficient online advertising format that they use. From their personal experience, the professionals were asked to mention which are the elements / attributes that have a significant impact on: search, display, video, social media and mobile advertising campaigns. All the respondents mentioned that their companies use remarketing campaigns. The budget of an online advertising campaign is settled differently among the formats used. The purpose of the paper is to analyze the views of professionals regarding the Romanian online advertising market and this study precedes a quantitative research among Romanian consumers exposed to online advertising campaigns in order to make a comparison between the results obtained in both studies and propose a model of online advertising campaign as close to consumers‟ wants.
APA, Harvard, Vancouver, ISO, and other styles
2

Curta, Ioana-Adela. "From the advertising campaign to the election campaign - online evolution." Sæculum 47, no. 1 (July 1, 2019): 202–8. http://dx.doi.org/10.2478/saec-2019-0019.

Full text
Abstract:
AbstractThe present study looks at how to structure an election or commercial advertising campaign in the online environment, the strategy it must follow in promoting it, without neglecting: the large or small frequency of interventions on social networks, the type of message, the target audience and the effects sought. All these stages are found in both business and online policy. In the election campaign, the most important goal is how we can turn into voices the likes received on the social network media. During the commercial advertising campaigns, the main goal is to achieve profit by strengthening the image of the brand. The success or failure of a campaign depends, to an overwhelming extent, on the way in which the message and image of the company or the politician / party has been seen on the online environment.
APA, Harvard, Vancouver, ISO, and other styles
3

Lobschat, Lara, Ernst C. Osinga, and Werner J. Reinartz. "What Happens Online Stays Online? Segment-Specific Online and Offline Effects of Banner Advertisements." Journal of Marketing Research 54, no. 6 (December 2017): 901–13. http://dx.doi.org/10.1509/jmr.14.0625.

Full text
Abstract:
Many firms are allocating increasing parts of their advertising budgets to banner advertising. Yet, for firms that predominantly sell offline, existing research provides little guidance on online advertising decisions. In this study, the authors analyze the impact of banner advertising on consumers’ online and offline behavior across multiple distinct campaigns for one focal firm, which predominantly sells through the offline channel. Results suggest that banner and TV advertising increase website visit incidence for consumers who have not visited the focal firm's website in the previous four weeks (nonrecent online consumers). For these consumers, banner and TV advertisements indirectly increase offline sales through website visits. For consumers who have visited the firm's website in the previous four weeks (recent online consumers), the authors find evidence for a cross-campaign, brand-building effect of banner advertising, and TV ads also directly affect offline purchases. Overall, the findings indicate that for firms that predominantly (or even exclusively) sell offline, banner advertising is most suitable to generate awareness for a firm's new products among nonrecent online consumers, and to build their brand(s) among recent online consumers.
APA, Harvard, Vancouver, ISO, and other styles
4

Okubo, Kyota, and Kazumasa Oida. "A Successful Advertising Strategy over Twitter." Computer and Information Science 10, no. 3 (July 10, 2017): 10. http://dx.doi.org/10.5539/cis.v10n3p10.

Full text
Abstract:
Large information cascades over online social networks have attracted a great deal of attention. The life times of most cascades are quite short, whereas recent advertising campaigns sometimes generate long-lived ones by employing effective dissemination strategies (instant-win, reminders, etc.). This paper reports one such campaign, YOGUR STAND, on the Twitter network in Japan. The data analysis shows that the campaign popularity has two interesting features. (1) It shows elastic behavior in that the impact of the destructive earthquake on the popularity was quite temporary. (2) It exhibits stationary behavior in that the campaign account gained approximately 2,000 new followers every day.The analysis also demonstrates that there were communities in the campaign participants. The campaign was successful because about 2.4 million Twitter users received the campaign retweets every day and 10-15% of them received the retweets for the first time.
APA, Harvard, Vancouver, ISO, and other styles
5

Anusha. "EFFECTIVENESS OF ONLINE ADVERTISING." International Journal of Research -GRANTHAALAYAH 4, no. 3SE (March 31, 2016): 14–21. http://dx.doi.org/10.29121/granthaalayah.v4.i3se.2016.2772.

Full text
Abstract:
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 on line advertising and usefulness and the reasons for using online advertisement. For this the study takes percentage and Lickert’s scaling techniques.
APA, Harvard, Vancouver, ISO, and other styles
6

Ballard, Andrew O., D. Sunshine Hillygus, and Tobias Konitzer. "Campaigning Online: Web Display Ads in the 2012 Presidential Campaign." PS: Political Science & Politics 49, no. 03 (July 2016): 414–19. http://dx.doi.org/10.1017/s1049096516000780.

Full text
Abstract:
ABSTRACTAlthough much of what we know about political advertising comes from the study of television advertising alone, online advertising is an increasingly prominent part of political campaigning. Research on other online political communication—especially candidate websites, blogs, and social media—tends to conclude that these communications are aimed primarily at turning existing supporters into campaign donors, activists, and volunteers. Is a similar communication strategy found in online display ads—those ads placed adjacent to website content? In one of the first systematic analyses of the nature, content, and targets of online display advertising, we examined 840 unique online display ads from the 2012 presidential campaign. We show that the policy content, ad location, and interactive elements of the ads varied based on the audience, with persuasive appeals aimed at undecided or persuadable voters and engagement appeals aimed at existing supporters. Comparing ad content across candidates also found that each side focused on those issues for which the candidate had a strategic advantage. As a consequence, and in contrast to the conclusions of previous research that examines television advertising, we found minimal issue engagement in online advertising.
APA, Harvard, Vancouver, ISO, and other styles
7

Franz, Michael M., Erika Franklin Fowler, Travis Ridout, and Meredith Yiran Wang. "The Issue Focus of Online and Television Advertising in the 2016 Presidential Campaign." American Politics Research 48, no. 1 (September 16, 2019): 175–96. http://dx.doi.org/10.1177/1532673x19875722.

Full text
Abstract:
Theories of campaign issue emphasis were developed in a pre-digital era. How well do these theories explain spending in the current era, when digital media allow for targeting of specific types of voters? In this research, we compare how the 2016 campaigns, both primary and general election, deployed television advertising with how they deployed online advertising. We suggest that, because online messages are targeted to specific viewer profiles much more than television messages, television ads should be more likely to discuss highly salient issues and valance issues than online ads. To test these ideas, we rely upon data from the Wesleyan Media Project, which tracked all televised political ads that aired in 2016, and our coding of data from Pathmatics, a company that tracks online advertising. We find, contrary to our expectations, that the predictors of issue discussion online and on television are largely similar.
APA, Harvard, Vancouver, ISO, and other styles
8

Braun, Joshua A., John D. Coakley, and Emily West. "Activism, Advertising, and Far-Right Media: The Case of Sleeping Giants." Media and Communication 7, no. 4 (December 17, 2019): 68–79. http://dx.doi.org/10.17645/mac.v7i4.2280.

Full text
Abstract:
This study examines the international activist movement known as Sleeping Giants, a social-media “campaign to make bigotry and sexism less profitable” (Sleeping Giants, n.d.). The campaign originated in the US with an anonymous Twitter account that enlisted followers in encouraging brands to pull their online advertising from <em>Breitbart News</em>. The campaign achieved dramatic success and rapidly spread to regions outside the US, with other anonymously run and loosely allied chapters emerging in 15 different nations (as well as a regional chapter for the EU). Many of these were initially created to take on <em>Breitbart</em> advertisers in their home countries, but in a number of cases they subsequently turned their attention to disrupting financial support for other far-right news media in—or impacting—their home countries. Based on interviews with leaders of eight Sleeping Giants chapters, as well as the related UK-based Stop Funding Hate campaign, this study examines the Sleeping Giants campaign with respect to its continuity with media activism of previous eras, while also seeking to understand its potential as one of the first high-profile activist campaigns to grapple with the impacts of programmatic advertising on the news ecosystem. In particular, we consider how the campaign’s interventions speak to the larger debate around the normative relationship between advertising and the performance of the news ecosystem.
APA, Harvard, Vancouver, ISO, and other styles
9

Murashova, E. P. "Online Political Advertising in the Modern Political Competition (A Comparative Analysis of the 2008 And 2016 U. S. Presidential Campaigns)." Journal of International Analytics, no. 3 (September 28, 2017): 26–35. http://dx.doi.org/10.46272/2587-8476-2017-0-3-26-35.

Full text
Abstract:
The article suggests an empirical analysis of online political advertising in the modern political struggle. Nowadays, due to the ongoing informatization of political processes, online technologies are used alongside with traditional media (TV, radio, etc.) for disseminating political advertisements. The development of online political advertising is tracked through time since the mid-1990s, when webtechnologies began to be applied in politics, up to today. The author conducts a comparative analysis of the 2008 and 2016 U.S. presidential campaigns to reveal the effectiveness and feasibility of online technologies in the political struggle. The analysis yielded the following results. First, the candidates of the two presidential races took into account both the positive and negative experience of the participants of the preceding election campaigns to elaborate their own marketing strategies. Second, concurrent use of traditional and online means of political advertising can contribute to the effectiveness of an election campaign. Third, an emphasis on online technologies increases a candidate’s chance to win the elections. Fourth, use of social networks and adaptation of existing genres of political advertising to the cyberspace appear to be promising ways of a candidate’s self-presentation.
APA, Harvard, Vancouver, ISO, and other styles
10

Bode, Leticia, David S. Lassen, Young Mie Kim, Dhavan V. Shah, Erika Franklin Fowler, Travis Ridout, and Michael Franz. "Coherent campaigns? Campaign broadcast and social messaging." Online Information Review 40, no. 5 (September 12, 2016): 580–94. http://dx.doi.org/10.1108/oir-11-2015-0348.

Full text
Abstract:
Purpose Despite the growing use of social media by politicians, especially during election campaigns, research on the integration of these media into broader campaign communication strategies remains rare. The purpose of this paper is to ask what the consequences of the transition to social media may be, specifically considering how Senate candidates’ use of a popular social network, Twitter, is related to their messaging via broadcast media in the form of campaign advertising, in terms of content and tone. Design/methodology/approach To address this research question, a unique data set combining every tweet (10,303) and every television ad aired (576,933 ad airings) by candidate campaigns for the US Senate during the 2010 campaign is created. Using these data, tweets and ads are analyzed for their references to issues as well as their overall tone. Findings Findings demonstrate that social messaging often resembles broadcast advertising, but that Twitter nonetheless occupies a unique place in modern campaigns in that its tone tends to be quite different than that of advertisements. Research limitations/implications This sheds light on a larger debate about whether online campaigning has produced a fundamental change in election practices or whether new media simply extend “campaigning as usual.” Originality/value This study uses a novel data set, encompassing the complete universe of ads and tweets distributed by candidates for Senate in 2010.
APA, Harvard, Vancouver, ISO, and other styles
More sources

Dissertations / Theses on the topic "Online advertising campaign"

1

Judová, Kateřina. "Online komunikace vybraných vysokých škol." Master's thesis, Vysoká škola ekonomická v Praze, 2015. http://www.nusl.cz/ntk/nusl-204856.

Full text
Abstract:
This diploma thesis focuses on selected advertising campaigns (published during the academic year 2015/2016) by the universities in the Czech Republic with the highest impact. The goal of this thesis is to present the new ways of communication in digital marketing and to evaluate aforementioned campaigns based on usual principles of promotion among public and educational facilities in the Czech Republic. In order to understand the background the situational analysis and monitoring of current trends within the online advertisement were used. The main contribution is a set of recommendations that could be useful for any educational facility.
APA, Harvard, Vancouver, ISO, and other styles
2

Abou, Nabout Nadia. "A Novel Approach for Bidding on Newly Set-Up Search Engine Advertising Campaigns." http://dx.doi.org/10.1108/EJM-08-2013-0424, 2015. http://dx.doi.org/10.1108/EJM-08-2013-0424.

Full text
Abstract:
Advertisers setting up search engine advertising campaigns for the first time need to place bids on keywords, but typically lack experience and data to determine ranks that maximize a keyword's profit (generally referred to as a cold-start problem). This article aims at solving the problem of bidding on keywords in newly set-up search engine advertising campaigns. We suggest that advertisers collect data from the Google Keyword Planner to obtain precise estimates of the percentage increases in prices per click and clickthrough rates, which are needed to calculate optimal bids (exact approach). Together with the profit contribution per conversion and the conversion rate, the advertiser might then set bids that maximize profit. In case advertisers cannot afford to collect the required data, we suggest two proxy approaches and evaluate their performance using the exact approach as a benchmark. The empirical study shows that both proxy approaches perform reasonably well-the easier approach to implement (proxy 2) sometimes performs even better than the more sophisticated one (proxy 1). As a consequence, advertisers might just use this very simple proxy when bidding on keywords in newly set-up SEA campaigns. This research extends the stream of literature on how to determine optimal bids, which so far focuses on campaigns that are already running and where the required data to calculate bids is already available. This research offers a novel approach of determining bids when advertisers lack the aforementioned information.
APA, Harvard, Vancouver, ISO, and other styles
3

Vondráková, Tereza. "Český trh digitálních agentur: Případová studie Nydrle Digital." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197822.

Full text
Abstract:
The master thesis focuses on description of the market of digital advertising agencies that create digital, online and mobile campaigns for their clients. The first part of the thesis addresses the advertising market and its role in the marketing mix. The author gives the summary of the evolution of digital marketing and its tools in the digital and creative procedure of preparing advertising concept. One of the chapters presents changes in media spends towards online and changes of marketing budgets of advertisers. The empirical part describes the Czech digital advertising market, exclusion of digital agencies from the field of classical full service agencies. The empirical part also focuses on global trends in digital agencies and digital marketing and emphasizes how those trends affected the Czech advertising market. The author also gives a description of the workflow in digital agency and covers tools and solutions that are usually used in digital campaign. The empirical part shows examples of business strategy of Nydrle Digital that led the agency to the top of the market. The part is based on internal documents from the company and on interviews with the management of the agency. The author also shows the important case studies that affected the business development of Nydrle Digital.
APA, Harvard, Vancouver, ISO, and other styles
4

Pokorný, Marek. "Rizikovost online marketingové komunikace značky Engine Tables." Master's thesis, Vysoké učení technické v Brně. Ústav soudního inženýrství, 2017. http://www.nusl.cz/ntk/nusl-367523.

Full text
Abstract:
Target of master's theasis is find, analyze and identify all risks of online marketing communication Engine Tables. The theoretical part describes theoretical basics of marketing, basic concepts of marketing and methods of work. In the analytics part are basic information about company, marketing problems, PEST analysis, market analysis and competition. I will analyze all risk, that may happen at online marketing enviroment. In the last part are all results, their efficiency, financial demands and contribution of individual solutions.
APA, Harvard, Vancouver, ISO, and other styles
5

Wright, Gena. "Consumer-to-Consumer Online Sharing of Co-Creative Advertising Campaigns." Thesis, University of Canterbury. Marketing, 2015. http://hdl.handle.net/10092/10817.

Full text
Abstract:
This thesis aims to increase understanding of what motivates consumer-to-consumer (C2C) sharing of co-creative advertising campaigns on social media platforms. Consumer use of the Internet has increased immensely, and affects organisations due to the growth of consumer-to-consumer interactions, such as word-of-mouth. Word-of-mouth is a powerful form of advertising because of consumer trust in their social media networks, therefore, it is crucial for organisations to increase C2C sharing as a form of advertising, and in particular, co-creative advertising campaigns. To achieve this aim, this study used a grounded theory approach, to gather a comprehensive amount of data to discover theoretical propositions about the phenomenon. A total of ten unstructured depth interviews were conducted before theoretical saturation was reached. The results of the study found that consumer motivations to share co-creations online were pride, and to connect with others, conceptualised by social media self-presentation, and a consciousness of others. Whilst consumer motivations to participate in co-creative advertising campaigns were escapism and self-interest. The primary implication of these findings is understanding how organisations can influence consumer motivations to share co-creations online, hence, organisations advertising, by increasing personal connections that consumers can use to connect with others in consumer-to-consumer platforms online.
APA, Harvard, Vancouver, ISO, and other styles
6

Čierna, Katarína. "Využitie PPC marketingu v mobilných reklamných kampaniach (Optimalizácia mobilných kampaní v AVG Technologies)." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-196959.

Full text
Abstract:
The thesis is focused on most recent trends in the mobile marketing industry, paid mobile advertising market structure, size and processes. The aim of the thesis is to define the possibilities of using mobile advertising in two basic segments mobile advertising in search and mobile display advertising. It provides performance results of the paid mobile advertising campaigns and their role in the corporate practice. The last part provides in-depth view about use of mobile advertising at the company AVG Technologies. It illustrates how the company increased the number of app installations and factors that influence the effectiveness of in-app advertising campaigns in general.
APA, Harvard, Vancouver, ISO, and other styles
7

Procházková, Anna. "Kontextová reklama Google AdWords." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-193738.

Full text
Abstract:
The diploma thesis deals with contextual advertising with a view to Google AdWords. The aim of the thesis is to build a Google AdWords account for a non-profit organization TJ Sokol and to evaluate successfulness as well as potential of these form of advertising in non-profit organizations. In theoretical framework there is a definition of contextual advertising, briefly described its history, principle, advantages and disadvantages. Furthermore there are various contextual advertising systems in Czech Republic compared to each other. The thesis focuses in detail on Google AdWords system description from the initial account creation to its basic parts -- campaigns, ad groups, keywords, ads and conversions. This part also deals with the connection to web analytical service Google Analytics. The account creation for non-profit organization TJ Sokol is described in practical section of the thesis. The preparations which needed to be done, account development and account optimization are mentioned in this section as well. Final Google AdWords performance evaluation is generalized to small non-profit organizations and general recommendations for effective and successful ad campaigns are made based on this evaluation.
APA, Harvard, Vancouver, ISO, and other styles
8

Harutjunjan, Ani. "Analýza efektivity vybrané marketingové kampaně." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-199988.

Full text
Abstract:
The aim of the thesis is to evaluate the effectiveness of the selected marketing campaign in the area of telecommunications, on the basis of defining basic criteria for success of the marketing campaign as part of the communications plan of the company. The theoretical part of the thesis is focused on defining the fundamental components of the marketing and the communication mix. Furthermore, theoretical part covering the approaches, methods and indicators for measuring the effectiveness of marketing campaigns, serves as a theoretical basis to schedule and implement the practical part. The practical part deals with the marketing and creative concept and the communication strategy of the campaign O2 Extra výhody of Telefónica Czech Republic. The effectiveness of the campaign is evaluated on the basis of the primary research using the questionnaire and also on the basis of the secondary data available from Telefónica CR.
APA, Harvard, Vancouver, ISO, and other styles
9

Lemos, André Miguel Fonseca. "Optimizing multi-channel use in digital marketing campaigns." Master's thesis, 2015. http://hdl.handle.net/10400.14/17115.

Full text
Abstract:
Digital marketing has been gaining importance in the last years. It has become an easier, faster and more accountable way to reach customers than traditional, offline marketing, leading to more effective results and lower campaign costs. In digital marketing, the need to constantly reach large audiences is met by integrating online communication channels, as this increases customer touch points and ad exposures. It becomes thus important to know which channels perform better, individually or in combination with each other and traditional media. This dissertation evaluates the performance of different online advertising channels, including email (old/new formats), display (customary and social media formats) and search engine marketing (SEM), within a single, multi-channel campaign conducted in Portugal in 2014 for a large FMCG brand. First, the effectiveness and efficiency of different channels were statistically compared, and related to international benchmarks. Then, linear regression models were ran to estimate the effect of single and multiple channel use on campaign performance metrics. Results showed that classic email formats performed the best in terms of conversion rates, profit and ROI, whereas social media display ads performed the worst. Meanwhile, the use of SEM and new email formats did not improve campaign performance. It was possible to conclude that pre-defining and aligning campaign goals between agencies and advertisers is the key to optimize multi-channel use in digital marketing, as well as past experience with different channels.
mais fácil, mais rápida e mais responsável para atingir os clientes que o marketing offline tradicional, levando a resultados mais eficazes e os custos de campanha inferiores. Em marketing digital, a necessidade de alcançar grandes audiências é cumprida por meio da integração de canais de comunicação on-line, pois isso aumenta os pontos de contacto com o cliente. Torna-se assim importante saber quais os canais que geram melhor desempenho, individualmente ou em combinação. Esta dissertação avalia o desempenho dos diferentes canais de publicidade on-line, incluindo e-mail (velho / novo formatos), display (formatos de media habitual e social) e search engine marketing (SEM), dentro de uma campanha multicanal realizada em Portugal em 2014 para uma grande marca FMCG. Em primeiro lugar, a eficácia e eficiência de diferentes canais foram comparados estatisticamente, e relacionado com benchmarks internacionais. Então, modelos de regressão linear foram feitos para estimar o efeito do uso único e múltiplo de canais, em métricas de desempenho da campanha. Os resultados mostraram que os formatos de e-mail clássicos tiveram o melhor desempenho em termos de taxas de conversão, lucro e ROI, enquanto os anúncios de exibição de media social realizada pelo pior. Enquanto isso, o uso de SEM e novos formatos de e-mail não melhorou o desempenho da campanha. Foi possível concluir que a pré-definição e alinhamento das metas de campanha entre agências e anunciantes é a chave para otimizar o uso de multicanal em marketing digital, bem como a experiência passada com diferentes canais.
APA, Harvard, Vancouver, ISO, and other styles
10

Lai, Ying-Ching, and 賴盈卿. "Exploring Advertising Effects of User''s Experience on Different Style of Online Campaigns." Thesis, 2009. http://ndltd.ncl.edu.tw/handle/97486487414510302464.

Full text
Abstract:
碩士
銘傳大學
設計管理研究所碩士在職專班
97
Pine and Gilmore (1998) pointed out Twenty-one century has became an experienced economy era. Therefore, the marketing strategy will be focused on the consumer experience in the future. With the popularity of network use, marketing activities can use the internet to promote, and also can take advantage of interesting games to enhance the consumer''s willingness to visit the site. Therefore, the purpose of this study is to analyze and conduce the best website design elements, and to explore consumer’s experience on different styles of online campaigns. This research adopts Field Experiment, Four online campaign websites were selected by professionals. The summary and the results are listed as follows: 1. The best design elements of online campaign are: Flash, Logo, Interaction, Pictorial style hyperlinks. 2. Consumers have different site experience with different game styles. Consumers tend to have a good site experience with the Esthetic and the Entertainment for the high technical complexity site. 3. The different style of game sites would produce different game effects. Technology-based was more preferred than non-technology-based, and high-complexity also than low complexity. 4. The overall site experience will have a positive impact on advertising effectiveness, especially the Escapist experience. Inorder to enhance the interaction with consumers, a good website should build on the innovative visual effects, and focus on the consumer experience, especially the Esthetic and the Entertainment. To design a fun and challenging game could achieve effectiveness.
APA, Harvard, Vancouver, ISO, and other styles

Books on the topic "Online advertising campaign"

1

Publicity on the Internet: Creating successful publicity campaigns on the Internet and the commercial online services. New York: John Wiley & Sons, 1997.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
2

Phillips, Marc. World's Best Online Advertising Campaigns. Macmillan of Canada, 2000.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
3

Advertising Now. Online. Taschen, 2007.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
4

Dunagan, Colleen T. Consuming Dance. Oxford University Press, 2018. http://dx.doi.org/10.1093/oso/9780190491369.001.0001.

Full text
Abstract:
Consuming Dance examines dance in television and online advertising as both cultural product and cultural meaning-maker. The text interweaves semiotics, choreographic analysis, cultural studies, media studies, and critical theory to place contemporary dance-in-advertising in dialogue with other dance media. Grounding contemporary advertising within media and cultural history, the work both analyzes examples from early television and performs semiotic readings of historical references within later ads. Analysis of individual commercials and campaigns reveals how commercials act as rhizomatic assemblages of cultural history as traditional advertising positioning strategies engage with content, conventions, and discourses from other disciplines and cultural forms. The text explores the power of dance in advertising, examining how it generates affect and spectacle in service of both brand identity and the construction of the commodity-sign. This analysis of dance’s power, in turn, reveals advertising’s intertextuality and its contributions to social identity and the construction of the neoliberal subject. Ultimately, the text highlights advertising’s contradictions, exposing how its appropriation of dance functions as a response simultaneously to marketing needs, shifting ideologies, and growing cultural diversity all while continuing to serve the needs of neoliberal capitalism.
APA, Harvard, Vancouver, ISO, and other styles
5

Effectiveness Of Online Marketing Campaigns An Investigation Into Online Multichannel And Search Engine Advertising. Springer-Verlag Berlin and Heidelberg GmbH &, 2013.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
6

Online Political Advertising and Microtargeting: The Latest Legal, Ethical, Political and Technological Evolutions. International Institute for Democracy and Electoral Assistance, 2020. http://dx.doi.org/10.31752/idea.2020.65.

Full text
Abstract:
Electoral campaigns are central to influencing how people vote and can also affect people’s perception of the legitimacy of a country’s elections and democracy in general. Today, political parties and other stakeholders are increasingly use new online techniques in electoral campaigns. Many countries struggle with applying regulatory frameworks on elections to the online sphere, especially as regards online political advertising and microtargeting. This Event Report provides an overview of the issues at stake and recommendations from two roundtables on online political advertising and microtargeting that were organized by International IDEA in June 2020, in collaboration with the European Commission and the Dutch Ministry of the Interior and Kingdom Relations. It covers topics such as what sets online campaigning apart from traditional campaigning, the rights and freedoms potentially affected by the use of digital microtargeting and online campaigning, gaps in current regulations, and division and coordination of oversight roles both domestically and internationally.
APA, Harvard, Vancouver, ISO, and other styles
7

O'Keefe, Steve. Complete Guide to Internet Publicity: Creating and Launching Successful Online Campaigns. John Wiley & Sons, 2002.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
8

Nishime, Leilani. Tiger Woods and the Perils of Colorblind Celebrity. University of Illinois Press, 2017. http://dx.doi.org/10.5406/illinois/9780252038075.003.0003.

Full text
Abstract:
This chapter moves from the more familiar white/nonwhite binary to the less commonly studied double-minority multiracial representation. The celebrity culture surrounding Tiger Woods is a vivid example of how the boundaries between black and white racial categories hinge on the exclusion or erasure of Asians from the national imagination. Until the scandal over his infidelity, sports and mainstream media celebrated Woods as the exemplar of our current colorblind moment. An analysis of his online and televised advertising campaigns and his representation in feature magazine articles prior to his adultery scandal demonstrates the difficulty of a multiracial reading in the context of colorblind rhetoric and visual practices. In contrast, postscandal publicity remakes his image from disembodied to overly embodied and debunks the argument, promoted by Woods himself, that we are beyond race and are thus blind to difference.
APA, Harvard, Vancouver, ISO, and other styles
9

Scott, Gini Graham. Make More Money with Your Product or Service: From Getting Started to Creating Additional Materials, Online Campaigns, Podcasts, Blogs, Videos, Advertising, Pr, and the Social Media. Changemakers Publishing, 2018.

Find full text
APA, Harvard, Vancouver, ISO, and other styles
10

Scott, Gini Graham. Make More Money with Your Product or Service: From Getting Started to Creating Additional Materials, Online Campaigns, Podcasts, Blogs, Videos, Advertising, Pr, and the Social Media. Changemakers Publishing, 2018.

Find full text
APA, Harvard, Vancouver, ISO, and other styles

Book chapters on the topic "Online advertising campaign"

1

Klapdor, Sebastian. "Overview on Online Advertising." In Effectiveness of Online Marketing Campaigns, 7–27. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_2.

Full text
APA, Harvard, Vancouver, ISO, and other styles
2

Van Looy, Amy. "Online Advertising and Viral Campaigns." In Social Media Management, 63–85. Cham: Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-21990-5_4.

Full text
APA, Harvard, Vancouver, ISO, and other styles
3

Klapdor, Sebastian. "Study I: Effectiveness of Multichannel Online Advertising." In Effectiveness of Online Marketing Campaigns, 51–74. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_4.

Full text
APA, Harvard, Vancouver, ISO, and other styles
4

Klapdor, Sebastian. "Study II: Effectiveness of Search Engine Advertising." In Effectiveness of Online Marketing Campaigns, 75–101. Wiesbaden: Springer Fachmedien Wiesbaden, 2013. http://dx.doi.org/10.1007/978-3-658-01732-3_5.

Full text
APA, Harvard, Vancouver, ISO, and other styles
5

Nielek, Radosław, Dariusz Parzych, Damian Sepczuk, Adam Wierzbicki, and Jakub Wysoczanski. "Forecasting Online Advertising Campaigns in the Wild." In Lecture Notes in Business Information Processing, 1–14. Berlin, Heidelberg: Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-39808-7_1.

Full text
APA, Harvard, Vancouver, ISO, and other styles
6

Mladenow, Andreas, Niina Maarit Novak, and Christine Strauss. "Online Ad-fraud in Search Engine Advertising Campaigns." In Information and Communication Technology, 109–18. Cham: Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-24315-3_11.

Full text
APA, Harvard, Vancouver, ISO, and other styles
7

Thomaidou, Stamatina, Konstantinos Leymonis, and Michalis Vazirgiannis. "GrammAds: Keyword and Ad Creative Generator for Online Advertising Campaigns." In Advances in Intelligent Systems and Computing, 33–44. Berlin, Heidelberg: Springer Berlin Heidelberg, 2013. http://dx.doi.org/10.1007/978-3-642-37317-6_4.

Full text
APA, Harvard, Vancouver, ISO, and other styles
8

Kurultay, Ayse Binay. "Storytelling in Cross-Media Advertising." In Multi-Platform Advertising Strategies in the Global Marketplace, 145–66. IGI Global, 2018. http://dx.doi.org/10.4018/978-1-5225-3114-2.ch006.

Full text
Abstract:
Multi-platform communication is becoming the norm as media practice has been changing with the growth of technologies that put viewers in more control and introduce interactivity. This chapter focuses on the Turkish cross-platform advertising campaign, Tweet Village for Sekerbank that received a bronze prize in 2015 at Cannes Lions, which is globally regarded as the most important festival in the field of creative communication. The campaign focused on thousands of family farmers who quit farming to migrate to urban cities in order to support those who resisted leaving. The campaign involves multiple platforms, such as social media, print advertisements, outdoor advertisements and radio spots which make it a successful case for explaining the use of storytelling in cross-media advertising. The case of Tweet Village was evaluated through Berger's (2013) criteria for sharing the campaign's message online as well as Chiu et al.'s (2012) brand story elements.
APA, Harvard, Vancouver, ISO, and other styles
9

Barreto, Sérgio, Ricardo José Videira Barbosa, and Belem Barbosa. "Optimization Models in Google Ads Campaigns." In Impacts of Online Advertising on Business Performance, 138–76. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-1618-8.ch006.

Full text
Abstract:
Google Ads is a powerful tool for companies wishing to gain visibility on Google searches, as it offers impression privileges for advertisers, by featuring the ad above the organic results listing. This chapter contributes to the optimization of Google Ads campaigns. It includes an empirical study with a sample of marketing professionals exploring their views on the challenges of Google Ads as a digital marketing tool. According to the participants in this study, Google Ads campaign profitability depends, largely, on the ability to choose a keyword pool that achieves the company's goals. Moreover, the complexity of these pay-per-click decisions, the costs involved, and its business implications demand more reasoned, quantified, and, if possible, optimized solutions. The chapter develops linear programming optimization models based on impressions, clicks, conversions, and billing. The models are tested on a real example using Excel optimization add-ins.
APA, Harvard, Vancouver, ISO, and other styles
10

Kang, Yowei, and Kenneth C. C. Yang. "What Do Facebook Users Feel About Facebook Advertising?" In Impacts of Online Advertising on Business Performance, 1–27. IGI Global, 2020. http://dx.doi.org/10.4018/978-1-7998-1618-8.ch001.

Full text
Abstract:
Because of its popularity and rapid growth, Facebook has become a viable advertising medium for corporations to communicate with their consumers. The experiences of Facebook users are important to ensure the success of any Facebook advertising campaign. This chapter reports the findings from a qualitative study using the Experience Sampling Method (ESM) after recruiting Facebook college participants in a large university in the Southwest U.S. The ESM technique is a powerful tool to collect data to demonstrate participants' actual experiences and reflections when using Facebook and Facebook advertising. The authors use a signal contingent protocol to record participants' experiences in using Facebook and Facebook advertising after prompting participants to record their using experiences randomly. The findings will help online advertising researchers to better understand the feasibility of using Facebook as a potential advertising medium through a non-survey-based method to better assess potential impacts on businesses.
APA, Harvard, Vancouver, ISO, and other styles

Conference papers on the topic "Online advertising campaign"

1

Guo, Jiaxing, Qian Sang, and Niklas Karlsson. "Adaptive Seasonality Estimation for Campaign Optimization in Online Advertising." In 2021 American Control Conference (ACC). IEEE, 2021. http://dx.doi.org/10.23919/acc50511.2021.9482952.

Full text
APA, Harvard, Vancouver, ISO, and other styles
2

"An Examination of Trendyol’s Legendary-Days Youtube Ads Through Comments." In COMMUNICATION AND TECHNOLOGY CONGRESS. ISTANBUL AYDIN UNIVERSITY, 2021. http://dx.doi.org/10.17932/ctcspc.21/ctc21.035.

Full text
Abstract:
The internet, where people spend a big chunk of their time, has become an indispensable part of life. Thanks to online e-commerce websites, being able to choose from different categories and products and procure everything needed, from clothes to technology, from major appliances to groceries, is one of the most important conveniences of our age. As the interest of consumers increased, so did the number of e-commerce websites. These websites started to make numerous special offers and marketing campaigns to differentiate themselves from their competitors. One of these campaigns, the Black Friday, has taken the shopping habits within the context of consumption culture to a whole new level the moment it was introduced in Turkey. This discount tradition that went beyond the borders of the US with globalization, has spread around the world. An example to the fact that traditional shopping has given its place to e-commerce applications thanks to the rapid development of digitalization, one of Turkey’s pioneer e-commerce applications, Trendyol has transformed Black Friday and started the “Legendary Days” campaign. The frequency of the promotion work within the process of this campaign has caused the emergence of a different range of perceptions in the target audience. Encountering Trendyol’s “Legendary Days” advertising campaign too often has created both positive and negative perception, especially during COVID-19 lockdowns where people spend most of their time watching TV, browsing the internet, or playing online games. In this study, 429 YouTube comments on Trendyol’s four commercial films on YouTube for Trendyol’s “Legendary Days” campaign that took place on 25th, 26th, and 27th of November 2020, have been examined through a content analysis of 13 items. Additionally, a text analysis was conducted on comments. According to the results of the study, it was found that being exposed to YouTube advertisements on a frequent basis, especially during a pandemic where people cannot leave their homes, had created a negative reputation for Trendyol’s “Legendary Days” campaign among YouTube users. This case causes a discrepancy between the positive reputation works Trendyol has conducted during the pandemic period.
APA, Harvard, Vancouver, ISO, and other styles
3

Callejo, Patricia, Ruben Cuevas, Angel Cuevas, and Mikko Kotila. "Independent Auditing of Online Display Advertising Campaigns." In HotNets-XV: The 15th ACM Workshop on Hot Topics in Networks. New York, NY, USA: ACM, 2016. http://dx.doi.org/10.1145/3005745.3005752.

Full text
APA, Harvard, Vancouver, ISO, and other styles
4

Thomaidou, Stamatina, Konstantinos Leymonis, Kyriakos Liakopoulos, and Michalis Vazirgiannis. "AD-MAD: Automated Development and Optimization of Online Advertising Campaigns." In 2012 IEEE 12th International Conference on Data Mining Workshops. IEEE, 2012. http://dx.doi.org/10.1109/icdmw.2012.144.

Full text
APA, Harvard, Vancouver, ISO, and other styles
5

Коробова, Людмила Анатольевна, Ирина Александровна Матыцина, and Андрей Ильич Головин. "DEVELOPMENT OF AN ONLINE SERVICE FOR INSTAGRAM SUBSCRIPTION PAGES." In Сборник избранных статей по материалам научных конференций ГНИИ «Нацразвитие» (Санкт-Петербург, Февраль 2021). Crossref, 2021. http://dx.doi.org/10.37539/feb313.2021.17.90.010.

Full text
Abstract:
В работе рассматривается сервис подписных страниц www.insta-leader.ru. Проанализирован вариант использования сервиса подписных страниц, при различных способах привлечения подписчиков. Рассмотрены варианты ведения бизнеса социальные сети Instagram и Вконтакте. Проанализированы данные статистики по рекламным кампаниям. The work deals with the service of subscription pages www.insta-leader.ru. The option of using the service of subscription pages has been analyzed, with various methods of attracting subscribers. Options for doing business social networks Instagram and Vkontakte are considered. Analyzed statistics data on advertising campaigns.
APA, Harvard, Vancouver, ISO, and other styles

Reports on the topic "Online advertising campaign"

1

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

Full text
Abstract:
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 of PR campaign has both positive and negative points. Social networks intervene in the sphere of human life, become a means of communication, promotion, branding. The effectiveness of social networks has been evidenced by such historically significant events as Brexit, the Arab Spring, and the Revolution of Dignity. Special attention was paid to the 2019 presidential election. Based on the analysis of individual PR campaigns, the reasons for successful and unsuccessful campaigns from the point of view of network communication, which provide unlimited multimedia and interactive tools for PR, are highlighted. In fact, these concepts significantly affect the effectiveness of the implementation of PR-campaign, its final effectiveness, which is determined by the achievement of goals. Attention is drawn to the culture of communication during the PR campaign, as well as the concepts of “trolls”, “trolling”, “bots”, “botoin industry”. The social communication component of these concepts is unconditional. Choosing a blog as the main tool of a marketing campaign has both positive and negative aspects. Only a person with great creative potential can run and create a blog. In addition, it takes a long time. In fact, these two points are losing compared to other internet marketing tools. Further research is interesting in two respects. First, a comparison of the dynamics of the effectiveness of PR-campaign tools in Ukraine in 2020 and in the past, in particular, at the dawn of state independence. Secondly, to investigate how/or the concept of PR-campaigns in social networks and blogs is constantly changing.
APA, Harvard, Vancouver, ISO, and other styles
You might also be interested in the extended bibliographies on the topic 'Online advertising campaign' for particular source types:
Journal articles
We offer discounts on all premium plans for authors whose works are included in thematic literature selections. Contact us to get a unique promo code!

To the bibliography