Skip to main content
Fachgebiete
Automobil + Motoren Bauwesen + Immobilien Business IT + Informatik Elektrotechnik + Elektronik Energie + Nachhaltigkeit Finance + Banking Management + Führung Marketing + Vertrieb Maschinenbau + Werkstoffe Versicherung + Risiko
DE
EN
Bücher
Zeitschriften
Themenseiten
Organisationspsychologie Projektmanagement Marketing Smart Manufacturing
Weitere Formate
Podcasts Webinare Technik Webinare Wirtschaft Kongresse Veranstaltungskalender Awards
Jetzt Einzelzugang starten
Zugang für Unternehmen
Referenzkunden
SLX-Digitalkonferenz: Zukunftswerkstatt 2024

Mehr Umsatz mit Top-Kontakten

Am 7. Mai erfahren Sie, wie Vertriebsteams Leadgenerierung, Leadnurturing und Leadstrategien effizient steuern können.
Erweiterte Suche
Anmelden
nach oben
Erschienen in:
Marketing Decision Models: Progress and Perspectives Kapitel lesen Erstes Kapitel lesen

2017 | OriginalPaper | Buchkapitel

15. Advertising Effectiveness and Media Exposure

verfasst von : Peter J. Danaher

Erschienen in: Handbook of Marketing Decision Models

Verlag: Springer International Publishing

Einloggen

Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.

search-config
loading …

Abstract

This chapter updates the prior Advertising Models chapter, with a particular focus on advertising effectiveness. Moreover, effectiveness is examined in the context of multimedia advertising campaigns. This chapter also examines media selection models, particularly in an online environment.

Sie haben noch keine Lizenz? Dann Informieren Sie sich jetzt über unsere Produkte:

Springer Professional "Wirtschaft+Technik"

Online-Abonnement

Mit Springer Professional "Wirtschaft+Technik" erhalten Sie Zugriff auf:

  • über 102.000 Bücher
  • über 537 Zeitschriften

aus folgenden Fachgebieten:

  • Automobil + Motoren
  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Elektrotechnik + Elektronik
  • Energie + Nachhaltigkeit
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Maschinenbau + Werkstoffe
  • Versicherung + Risiko

Jetzt Wissensvorsprung sichern!

Jetzt informieren

Springer Professional "Wirtschaft"

Online-Abonnement

Mit Springer Professional "Wirtschaft" erhalten Sie Zugriff auf:

  • über 67.000 Bücher
  • über 340 Zeitschriften

aus folgenden Fachgebieten:

  • Bauwesen + Immobilien
  • Business IT + Informatik
  • Finance + Banking
  • Management + Führung
  • Marketing + Vertrieb
  • Versicherung + Risiko




Jetzt Wissensvorsprung sichern!

Jetzt informieren
Vorheriges Kapitel Marketing Models for Internet Advertising
Nächstes Kapitel Social Media Analytics
Literatur
Abhishek, Vibhanshu, Peter S. Fader, and Kartik Hosanagar. 2014. Media exposure through the funnel: A model of multi-stage attribution. Working paper, Heinz College, Carnegie Mellon University.
Anderl, Eva, Ingo Becker, Florian V. Wangenheim, and Jan H. Schumann. 2014. Mapping the customer journey: A graph-based framework for online attribution modeling. Working paper, Passau University, Germany.
Assael, Henry, and David Poltrack. 1993. Using single source data to select tv programs. Journal of Advertising Research 33 (1): 48–56.
Bucklin, Randolph E. and Paul R. Hoban. 2016. Marketing models for internet advertising. In Handbook of marketing decision models, 2nd ed, eds. Berend Wierenga and Ralf van der Lans. New York, NY: Springer.
Chang, Yuhmiin, and Esther Thorson. 2004. Television and web advertising synergies. Journal of Advertising 33 (2): 75–84.CrossRef
Danaher, Peter J. 2007. Modeling page views across multiple websites with an application to internet reach and frequency prediction. Marketing Science 26 (3) (May/June): 422–437.
Danaher, Peter J. 2008. Advertising models. In Handbook of marketing decision models, ed. Berend Wierenga, and New York, 81–106. NY: Springer.CrossRef
Danaher, Peter J., and Tracey S. Dagger. 2013. Comparing the relative effectiveness of advertising channels: A case study of a multimedia blitz campaign. Journal of Marketing Research 50 (4) (August): 517–534.
Danaher, Peter J., and Tracey S. Danaher. 2016. Multimedia advertising effectiveness in a multichannel and multibrand environment. Working paper, Monash University, Australia.
Danaher, Peter J., Janghyuk Lee, and Laoucine Kerbache. 2010. Optimal internet media selection. Marketing Science 29 (2) (March): 336–347.
Danaher, Peter J., G. Mullarkey, and S. Essegaier. 2006. Factors affecting website visit duration: A cross-domain analysis. Journal of Marketing Research 43 (May): 182–194.CrossRef
Danaher, Peter J., Andre Bonfrer, and Sanjay Dhar. 2008. The effect of competitive advertising interference on sales for packaged goods. Journal of Marketing Research 45 (April): 211–225.
Danaher, Peter J., and John R. Rossiter. 2011. Comparing perceptions of marketing communication channels. European Journal of Marketing 45 (1/2): 6–42.
Danaher, Peter J., and Mike Smith. 2011. Modeling multivariate distributions using copulas: Applications in marketing (with discussion and rejoinder). Marketing Science 30 (1): 4–21.CrossRef
Danaher, Peter J., Mike Smith, Kulan Ranasinghe, and Tracey S. Danaher. 2015. Where, when and how long: Factors that influence the effectiveness of mobile phone coupons. Journal of Marketing Research 52 (5) (October): 710–725.
Danaher, Peter. J., and Harald van Heerde. 2016. The delusion of attribution: Caveats in attributing multimedia exposures to purchases. Working paper, Monash University, Australia.
Danaher, Peter J., and Rong Zhang. 2016. Modeling the inter-brand, purchase channel and cross promotional effects for luxury clothing goods. Working paper, Monash University, Australia.
Dinner, Isaac, Harald J. van Heerde, and Scott A. Neslin. 2014. Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research 51 (5): 527–545.CrossRef
Dijkstra, Majorie, Heidi E. Buijtels, and W. Fred van Raaij. 2005. Separate and joint effects of medium type on consumer responses: A comparison of television, print and the internet. Journal of Business Research 58: 37–386.CrossRef
Dreze, Xavier, and Francois X. Hussherr. 2003. Internet advertising: Is anybody watching? Journal of Interactive Marketing 17 (4): 8–23.CrossRef
Edell, Julie, and Kevin Lane Keller. 1989. The information processing of coordinated media campaigns. Journal of Marketing Research 26 (May): 149–163.
Fong, Nathan, Zheng Fang, and Xueming Luo. 2015. Geo-conquesting: Competitive locational targeting of mobile promotions. Journal of Marketing Research.
Fox, Edward J., Alan L. Montgomery, and Leonard M. Lodish. 2004. Consumer shopping and spending across retail formats. Journal of Business 77 (2): S25–S60.CrossRef
Frison, Steffi, Marnik G. Dekimpe, Christophe Croux, and Peter De Maeyer. 2014. Billboard and cinema advertising: Missed opportunity or spoiled arms? International Journal of Research in Marketing 31: 425–433.CrossRef
Godfrey, Andre, Kathleen Seiders, and Glenn B. Voss. 2011. Enough is enough! The fine line in executing multichannel relational communication. Journal of Marketing 75 (July): 94–109.CrossRef
Havlena, William, Robert Cardarelli, and Michelle de Montigny. 2007. Quantifying the isolated and synergistic effects of exposure frequency for tv, print and internet advertising. Journal of Advertising Research: 215–221.
Joo, Mingyu, Ken C. Wilbur, Bo Cowgill, and Yi Zhu. 2013. Television advertising and online search. Management Science 60 (1): 56–73.CrossRef
Krugman, Dean M., and Roland T. Rust. 1993. The impact of cable and VCR penetration on network viewing: assessing the decade. Journal of Advertising Research 33 (January): 67–73.
Kumar, Ashish, Ram Bezawada, Rishika Rishika, Ramkumar Janakiraman, and P.K. Kannan. 2016. From social to sale: The effects of firm-generated content in social media on customer behavior. Journal of Marketing 80 (1): 7–25.CrossRef
Lambrecht, Anja, and Catherine Tucker. 2013. When does retargeting work? Information specificity in online advertising. Journal of Marketing Research 50 (October): 561–576.CrossRef
Li, Hongshuang (Alice) and P.K. Kannan. 2014. Attributing conversions in a multichannel online marketing environment: An empirical model and a field experiment. Journal of Marketing Research (51) (February): 40–56.
Lin, Chen, Sriram Venkataraman, and Sandy D. Jap. 2013. Media multiplexing behavior: Implications for targeting and media planning. Marketing Science 32 (2): 310–324.CrossRef
Lodish, Leonard M., Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson, and Mary Ellen Stevens. 1995. How TV. Advertising works: A Meta-analysis of 389 real world split cable tv advertising experiments. Journal of Marketing Research, (37) (May): 125–139.
Manchanda, Puneet, Jean-Pierre Dube, Khim Yong Goh, and Pradeep K. Chintagunta. 2006. The effect of banner advertising on internet purchasing. Journal of Marketing Research 43 (February): 98–108.CrossRef
Naik, Prasad A., and Kay Peters. 2009. A hierarchical marketing communications model of online and offline media synergies. Journal of Interactive Marketing 23: 288–299.CrossRef
Naik, Prasad A., and Kalyan Raman. 2003. Understanding the impact of synergy in multimedia communications. Journal of Marketing Research 40 (November): 375–388.CrossRef
Park, Young-Hoon, and Peter S. Fader. 2004. Modeling browsing behavior at multiple websites. Marketing Science 23(3) (Summer): 280–303.
Paulson, Courtney, Lan Luo, and Gareth James. 2014. Optimal large-scale internet media selection, paper presented at the marketing science conference. Atlanta, Georgia: Emory University.
Prins, Remco, and Peter C. Verhoef. 2007. Marketing communication drivers of adoption timing of a new e-service among existing customers. Journal of Marketing 71 (April): 169–183.CrossRef
Sarmanov, O.V. 1966. Generalized normal correlations and two-dimensional frechet classes Doklady. Soviet Mathematics 168: 596–599.
Schweidel, David A., and Robert J. Kent. 2010. Predictors of the gap between program and commercial audiences: An investigation using live tuning data. Journal of Marketing 74 (May): 18–33.CrossRef
Sethuraman, Raj, Gerard J. Tellis, and Richard A. Briesch. 2011. How well does advertising work? Generalizations from meta-analysis of brand advertising elasticities. Journal of Marketing Research 48 (June): 457–471.CrossRef
Srinivasan, Shuba, Oliver Rutz, and Koen Pauwels. 2015. Paths to and off purchase: Quantifying the impact of traditional marketing and online consumer activity. Journal of the Academy of Marketing Science.
Srivastava, Rajendra, and David Reibstein. 2005. Metrics for linking marketing to financial performance. Marketing science institute report no. 05–200.
Heerde, Van, Els Gijbrechts Harald, and Koen Pauwels. 2008. Winners and losers in a major price war. Journal of Marketing Research 45 (October): 499–518.CrossRef
Verhoef, Peter C., Werner J. Reinartz, and Manfred Krafft. 2010. customer engagement as a new perspective on customer management. Journal of Service Research, 13 (3) 247–252.
Wiesel, Thorsten, Koen Pauwels, and Joep Arts. 2011. Marketing’s profit impact: Quantifying online and offline funnel progression. Marketing Science, 30 (4), 604–611.
Wilbur, Kenneth C., and Yi Zhu. 2009. Click Fraud. Marketing Science 28 (2): 293–308.CrossRef
Zantedeschi, Daniel, Eleanor McDonnell Feit, and Eric T. Bradlow. 2016. Measuring multi-channel advertising response. SSRN working paper.
Metadaten
Titel
Advertising Effectiveness and Media Exposure
verfasst von
Peter J. Danaher
Copyright-Jahr
2017
Buch
Handbook of Marketing Decision Models

Print ISBN: 978-3-319-56939-0

Electronic ISBN: 978-3-319-56941-3

Copyright-Jahr: 2017

DOI
https://doi.org/10.1007/978-3-319-56941-3_15

Premium Partner

    Bildnachweise