2013 | OriginalPaper | Chapter
Introduction
Author : Sebastian Klapdor
Published in: Effectiveness of Online Marketing Campaigns
Publisher: Springer Fachmedien Wiesbaden
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The Internet has revolutionized how advertising works: while with traditional mass media, such as TV or newspapers, half the advertising spend is wasted on the wrong audience, advertising messages on digital channels can be tailored to individual consumers at low cost (
Economist
, 2006; Lewis, 2007).