Assessing the relative performance of online advertising media

Master thesis Portuguese OPEN
Alves, Tomás de Oliveira Mouton Ribeiro;
(2014)
  • Subject: Publicidade on-line | Anúncios Facebook | Campanhas multi-canal | Canais online | Google ad words | Facebook ads | Desempenho de canais digitais | Media channels | Multi-channel campaigns | Digital media performance | E-mail marketing | :Ciências Sociais::Economia e Gestão [Domínio/Área Científica] | Online advertising

Online marketing campaigns are the big trend in today’s advertising world. The obvious advantages of online ad media – low costs, multiple tracking options and better segmentation -, are forcing marketing managers to re-allocate big portions of their advertisement budge... View more
  • References (28)
    28 references, page 1 of 3

    Figure 1.1 - Forecast - US Interactive Marketing Spend, 2011 to 2016, (Research Interactive Marketing Forecasts, 2011).

    AAKER, D. A., & DAY, G. S. 1991. Marketing Research New York: John Wiley & Sons.

    ANONYMOUS 2012. Avoid Digital Marketing Mistakes. E-Scan Newsletter, 38, 4-5.

    ANONYMOUS. 2013a. Email Marketing Benchmarks [Online]. MailChimp.

    ANONYMOUS. 2013b. The Facebook Ads Benchmark Report.

    ANONYMOUS. 2013c. What is retargeting and how does it works? Available: https://retargeter.com/what-is-retargeting-and-how-does-it-work.

    ASDEMIR, K. K., N. AND JACOB, V. S. 2012. Pricing Models for Online Advertising: CPM vs. CPC. Institute for Operations Research and the Management Sciences (INFORMS).

    ASSAEL, C. 2011. From Silos to Synergy: A Fifty-Year Review of Cross-Media Research Shows Syn-ergy Has Yet to Achieve Its Full Potential. Journal of Advertising Research, 42-48.

    BAREFOOT, D., AND J. SZABO 2010. Friends with benefits: A social media-marketing handbook.

    BELCH, G. E. A. B., M. A. 2004. Introduction to Advertising and Promotion, McGraw-Hill.

  • Similar Research Results (2)
  • Metrics
Share - Bookmark